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8 Important Steps You Need to Define An Attractive Brand
What is it that sets your Food and Beverage
business apart? What is it that is going to
entice customers to come and buy your
brand, rather than a competitor?
To create a memorable brand identity, you
first need to clearly define your company and
8 Important Steps
You Need to Define an
Attractive F&B Brand
Your brand identity is everything – from the
types of food and beverage you sell, to what your
brand looks like, and how you conduct yourself -
whether that’s in the real world or the digital one.
Before you start to create a brand identity for
your new products, you need to devise a vision
This is generally a basic statement, typically only
one or two sentences in length – it should
express your desire and the intentions you have
for your business, simply put – where do you
want your company to be?
Once you have your vision statement, you can
craft a Mission Statement – this is a longer piece,
and should cover the purpose of your company .
Your Vision and Values –
What is Your Mission
The colours you choose will play a large part in the
psychological appreciation of your audience.
By picking the right colours and patterns, you can help
to shape subconscious thought towards your
product, and any areas you want to highlight. For
example – if you’re selling a cold bottle of Mint Water,
you’d encourage more people to feel calm and
confident in the product with a blue colour scheme
than you would a red one.
Picking your colours ‘just because’ is never a good
idea – you might have a certain bias towards your
favourite colours and want to incorporate them, but
you need to make sure they fully reflect and
accentuate your product.
You Need to Have an
Attractive and Defined
Once you know what you’re going to go forward
with as the concept for your F&B Brand, and have
chosen an appropriate colour scheme to highlight
it, you need to bring it together with a logo.
It’s important that your logo reflects your ideals,
creates a memorable point of connection. Some
famous food chains don’t even need to show their
name, their colour scheme or logo is enough of an
association for customers to know exactly who
It’s important that your brand has a logo that will
work for what it’s selling, and that will be easily
identifiable. It might be tempting to create
something complex and very on trend, but when
that trend inevitably passes, you don’t want to
have to go through the whole expensive process of
A Unique Logo will
Make You Memorable
What is the essence of your brand?
If you could describe your company in one word – what
would that word be?
If you could describe your goals and future ambitions
in one sentence – what would you choose?
Your company’s ‘essence’ part of your business brand
identity. It should be based on what you want
customers to feel when they experience your
For example, if you have an old family recipe for crisp,
fresh apple juice – you might want to use the words
‘fresh’, ‘organic’, ‘real,’ or ‘authentic’ to describe your
Your brand essence doesn’t have to be tangible – but
you should have a clear idea of what it is to be.
You Need to Know the Essence
of Your Brand
Your company isn’t an actual person – but the
personification of your brand is a highly necessary
part of development.
What your company’s personality materialises as,
says a lot about your company as a whole, and how it
will pave its way in the world.
You might decide that your brand is a little bit sassy,
straightforward and serious, or casual
How you develop your brand identity depends on
what you want to achieve, and how you plan on going
For a fun light-hearted company personality, check
out Taco Bell’s Twitter account. The way they
interact with their audience has been defined by their
sense of humour.
A Defined Personality will Make
You Attractive to Customers
Consistency doesn’t just apply to your product
(although that is extremely important as well) –
it should also be maintained in how your brand
handles its online presence, the type and style
of content you share, colour schemes and
logos, customer services, your social media
channels, websites and more.
It takes an average of 5 – 7 unique impressions
of a brand before people begin t associate
them, and remember who they are.
If you’re changing your look or feel, and not
posting regularly, people are going to get
confused, and forget that they know who you
are – or decide that they’re just not interested
in the first place.
Brand Consistency and What
This Means For You
This brief statement brings together your product’s
unique values and benefits – it’s what sets you apart,
what you do better, and what you can give that no one
Before you put your Value Proposition together, you
need to know who your customer is – are you selling
directly to the public? Are you only selling to other
businesses? Whichever area of F&B you fall in, you still
need to ask yourself:
Who will benefit the most from my product?
Where are my customers? (Social Media, Networking,
Trade Magazines etc.)
What are my Customers Unique Needs?
Once you’ve got the answers to these questions, you’ll
be better positioned to discover who your target
audience is, and what marketing strategies and
connections you need to make to reach them.
You Need to Know Your
Your Brand Promise is the connection point
between your brand and your customers. It
brings together your purpose and positioning,
with strategy, people and customer experience.
It is what enables you to deliver your brand in a
way that connects emotionally and sensually
with your customers – this is what your
customers’ experience, and if you’ve done it
correctly, it’s what differentiates you from the
rest of the market.
Building a long-lasting brand identity is vital –
but it doesn’t stop there, maintaining these
areas and providing a consistent service is key
to success. After all, the way your brand is
managed and delivered to the public will
determine how people see your business, and
whether they then decide they want to engage
Your Brand Promise – What This
Means to You and Your