If you have previously felt stuck creating a brand story for your food or beverage business or feel like yours needs a little refinement this activity will help. Today I want to take you through a process to help you untangle your key messages then bring them all back together in a story that will resonate with your target market. So much so, that when they hear it, read it or experience your product they can feel the love coming from you and connect with your product on an emotional level.
So, you want to start a food business?
You are one of the thousands of people that start food businesses in Australia every year. Food and Beverages are the fastest growing industry in this country and it has never been easier to start selling your food products. Let me tell you, there has never been a better time to join the industry!
Australia is so large we have vastly different agricultural pursuits from state to state and region to region. Our nation is made up of delicious food and drink we are so much more than snags and schooners! With a rise in food tourism around the world, now is the perfect time to redefine your destination dish. Communicating clearly through food and drink what your region does best. Let’s face it is there is no better way to communicate!
Getting started can feel like the hardest step.
It takes confidence in your idea and a belief that you can achieve the end game.
Sometimes other parts of our life get in the way and our start is delayed.
A delayed start although frustrating at the time is fine, life takes us all on incredible journeys.
When marketing food and beverage products appealing to our target markets senses is so important. Linking the sensory information with emotional responses is even more powerful. Have you considered how your product or experience appeals to your target markets senses and how this in turn makes them feel? What can you change in your business to create the intended response?
Recently I had the pleasure of lunching at Brae. Located just outside of the small town of Birregurra in the stunning Cape Otway region. Our group booked in February and in the lead up to our reservation Brae received the gong of Australian Financial Review's best restaurant in Australia. What an amazing achievement. My lunch got me thinking about what makes up an amazing experience and how that could be fostered in any business.
I often see clients in small business struggling with a lack of resources, wondering where to focus their marketing efforts.
The best solution is to get them to revisit their brand. If they have clearly defined the elements of their brand they can work out what activities sit well and strengthen their brand and what adds little value.
So what elements of your brand should you define? I’ve put together a guide which you can use.
I spend my time offering communication solutions showcasing the integrity of producers, provenance and product.
These people have harnessed their talents to create interesting experiences, handmade products and fine food and wine. Adding value with their talent to make a considered contribution to the way we live and enjoy life.