Create an irresistible Brand for your food business
Working with start-ups and growing food business owners means we’ve developed trusted relationships with a group of knowledgeable service providers to bring the whole business to life.
One of those trusted partners is Clare Blackstock, a graphic designer and brand strategist who specialises in working with small businesses to develop distinctive logos and visual identities that match the personality and values of the business and its owner(s). She especially loves working with food businesses which are about 60% of her client base. Her aim is to create brands that business owners love - after all they’re the ones who have to live with them.
Clare is one of the experts involved in delivering the Ignite Food Passions group program coming up in June 2024 and here we share some of her top tips for artisan food products/companies developing a brand identity:
Don’t try and be/look like the big brands. You are not Kellogg’s and never will be!
Try and choose a brand look/style that can be developed over time as your business expands and/or adds new services or food products.
Be authentic and true to your brand, consumers connect with authenticity which is especially important for small brands selling artisan food products.
Make sure you have a consistent, recognisable brand that represents your business ethos across all your communications. Your brand isn’t just your logo, it’s delivered through all your communications and that includes the way you talk to people in person, the words you use on your website through to all visual identity elements such as uniforms, displays, packaging, online presence (social media and website) and business cards.
Know your niche and understand your market, don’t try to be all things to all customers, it will only confuse customers and dilute your message.
Love your brand – you are your brand’s biggest advocate so you need to be fully confident in it if you want people to connect with it enough to buy from you.
With so many new food products being created, having an effective and irresistible brand becomes imperative when competing in a crowded marketplace, whether your aim is to have your food product on a retail shelf or sold online.
At The Business of Food we love working with Clare - she works on the business strategy before presenting multiple different, thought provoking options to a new client that reflect the business and brand. For clients this process often provides clarity and a light bulb moment, pinpoints the unique selling point for your brand and expresses it visually. Once the brand is developed, Clare often becomes a valued, ongoing team member of her clients’ new businesses.
You can apply for the Brimbank City Council Ignite Food Passions program via their website, see more interviews on The Business of Food You Tube channel and of course get in touch if you need your own strategic coaching session.