108. 6 Brand Strategy Tips for Small But Mighty Food Businesses (Part 2)

Real Food Brands Strategy Podcast: Tips to Help Food Entrepreneurs Build a Strong Brand That Stands Out

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Lipstick on the Rim

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5 days ago5d ago

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Consider Molly Sims and her best friend Emese Gormley your new girlfriends on speed dial for all your pressing beauty and wellness needs. Is Botox a good idea? Should you try that new diet you saw on the Today Show? Molly and Emese have your back. With guests ranging from top health and beauty experts to their industry friends, you’ll get the scoop on the latest trends, which products and procedures to try, and which to run from-- and they just might be doing it all with a drink in hand. Prepare to be obsessed.

3 years ago 23:58

MP3•Laman utama episod

Today on Episode 108 of the Real Food Brands Marketing Podcast, Host and Food Brand Strategist Katie Mleziva builds on the last episode and offers three additional tips based on a presentation she recently shared with the cohort of the Food Finance Institute’s food business accelerator program. This is a two-part series because Katie wants you to be able to really consider the tips she’s sharing and think about how they apply to your natural food business or farm.

In This Episode:

Why brand strategy should come before your next big project, not after.
Why it’s so important to be genuine when you’re talking about values.
Examples of brands that have strong alignment with their values.
Ways to think about personalizing your consumer’s experience.
How to stand out when consumers are bombarded with messaging.
Why it’s OK to be repetitive as long as you are relevant and consistent.

Resources:

121 episod

#Business #Marketing #Katie Mleziva #Entrepreneur #Foodmarketing #Strategy #Food #Brand #CPG

108. 6 Brand Strategy Tips for Small But Mighty Food Businesses (Part 2)

Real Food Brands Strategy Podcast: Tips to Help Food Entrepreneurs Build a Strong Brand That Stands Out

published 3 years ago

Kongsi

MP3•Laman utama episod

In This Episode:

Why brand strategy should come before your next big project, not after.
Why it’s so important to be genuine when you’re talking about values.
Examples of brands that have strong alignment with their values.
Ways to think about personalizing your consumer’s experience.
How to stand out when consumers are bombarded with messaging.
Why it’s OK to be repetitive as long as you are relevant and consistent.

Resources:

121 episod

#Business #Marketing #Katie Mleziva #Entrepreneur #Foodmarketing #Strategy #Food #Brand #CPG

Semua episod

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121. Are You Maximizing Your Food Brand’s Growth Potential? 12:17

8 days ago12:17

12:17

You make a great product, but in order to scale your food business you will need a strong brand that is meaningful and memorable. Brand strategy is what sets your food brand apart—it’s how you meet your consumers’ needs in a way your competitors can’t (or won’t). But how do you know if your current strategy is working? That’s where the Brand Checkup Scorecard I created for you comes in! In this episode, I will walk you through my free self-assessment tool, designed to help you evaluate your brand’s strengths and uncover areas for improvement. With 25 key questions, you’ll gain a clear picture of where your brand stands and what steps to take next. Download your free Brand Checkup Scorecard now at realfoodbrands.com/brandcheckup and start building a stronger food brand today! In This Episode, You’ll Learn: ✔️ Why a clear brand strategy is essential—even for small food brands ✔️ How to assess your brand’s foundation, alignment, and activation ✔️ Examples of scorecard topics to evaluate your brand ✔️ How documenting your strategy improves team alignment ✔️ Next steps to move your brand forward 🎧 Resources Mentioned: Ep #2: How to Start Building and Documenting Your Brand Strategy Ep #36: How to Define, Align and Activate Your Brand Strategy Ep #45: The 5-Minute Food Business Brand Strategy Formula Ep #49: 4 Common Brand Strategy Mistakes (and How to Fix Them) Real Food Brands Brand Checkup Scorecard Real Food Brands Marketing Roundtable Facebook Group Real Food Brands website Thanks for listening, now let's go shake up shopping carts! Katie Mleziva Food Brand Strategist…

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120. Building a Winning Brand: How Start Right Foods Stands Out in the Frozen Breakfast Aisle with Clint Matthews 37:53

17 days ago37:53

37:53

What does it take to get your food brand onto store shelves—and make sure it doesn’t blend into the sea of sameness? Clint Matthews, co-founder of Start Right Foods, joins host and Food Brand Strategist Katie Mleziva to talk about how the Start Right brand has evolved, why a strong brand strategy is a foundational piece for successfully scaling a brand, and what he’s learned about sales and packaging over the years. In this episode, we discuss: ✔️ How brand strategy shaped Start Right Foods’ packaging and messaging ✔️ The challenges and wins of building a food business from the ground up with a partner ✔️ The importance of buyer relationships and sales strategy ✔️ Lessons from launching, growing, and adapting in the frozen breakfast space ...and more! If you're building a natural food brand and want to learn from an entrepreneur who’s been through it and is going through it now, this episode is for you! Find the full notes for this episode, plus other resources for food business owners at www.realfoodbrands.com/podcast . Now, let's go shake up shopping carts together!…

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119. How to Communicate That Your Food Brand IS Actually Better 12:20

28 days ago12:20

12:20

Find the full transcript for this episode plus other resources for food business owners at www.realfoodbrands.com/podcast. Do you ever wonder how to stand out in a crowded market and help people see why your food brand really is better? In today’s episode, I’m answering a listener’s question: ‘Katie, how can I tell people our products are ACTUALLY better?’ In this episode, you'll hear tips to shift from selling products to building a brand, defining what ‘better’ means for your ideal audience, and how to show AND tell your brand story in a way that is both meaningful and motivating. The goal is to build a strong brand that invites people into your story and makes them, in turn, want to invite your brand back into their story on a regular basis. I invite you to reach out if you could use guidance in applying these concepts to your food business. I'm happy to support you through a Brand Audit or my signature Brand Strategy System. You can get started by visiting my website www.realfoodbrands.com and send me a message if you have any questions! In case nobody told you today, your work in the food industry is important and I’m so glad you’re here. Now, let’s go shake up shopping carts! Katie Mleziva Food Brand Strategist www.RealFoodBrands.com Related Episodes Understanding the Difference Between Features & Benefits Turn Your Marketing Plan Into a Consumer Connection Plan Meeting Consumer Needs: What Are You Really Selling?…

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118. Is Pivoting Too Often Hurting Your Food Brand? 12:23

5 weeks ago12:23

12:23

Find the full transcript for this episode plus other resources for food business owners at www.realfoodbrands.com/podcast. Have you ever felt stuck in reaction mode, pivoting too often when things don’t go as planned? Today, we’re diving into 3 ways pivoting too soon might be hurting your food brand more than helping it. We’ll explore why consistency is key to building a memorable brand and how constant changes can drain your budget and energy. Of course, pivoting has its place, but the trick is knowing when to hold steady and when to adjust. Planning does not have to come at the expense of action. Without any sort of strategy or plan, how will you know what actions to prioritize, and how to optimize if things don't turn out as planned? I encourage you to create a plan to Define, Align & Activate your brand strategy, and then LEAN IN with confidence for your own piece of mind, to manage your team better, and manage your expenses. If you could use guidance in the process, I am happy to support you! Contact me about a Brand Audit review session or my signature Brand Strategy System. You can get started by visiting my website w ww.realfoodbrands.com and send me a message if you have any questions! In case nobody told you today, your work in the food industry is important and I’m so glad you’re here. Now, let’s go shake up shopping carts!…

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117. Achieve Clarity, Confidence, and Consistency in Your Food Business with a Brand-First Approach 10:55

20 weeks ago10:55

10:55

In this episode, Katie Mleziva, Food Brand Strategist and host of the Real Food Brands Marketing Podcast shares how taking a brand-first approach can help you prioritize ideas and take aligned action to build a strong, cohesive food brand that stands out. Whether you’re just starting or have been in the business for a while, this approach ensures you lead with strategy, not just tactics. Key Takeaways: The difference between branding (logo, visuals) and brand strategy (the foundation that guides your decisions). Why a brand-first approach can help you find more joy in your business. How to think like a brand manager, focusing on the bigger picture while aligning all parts of your business. The Define, Align & Activate framework Katie uses to help her clients build strong, cohesive brands. 3 Steps to Take a Brand-First Approach: DEFINE: Identify your ideal customer, clarify your brand’s unique role in their life, and align your brand with your Purpose, Vision & Values. ALIGN: Ensure every area of your business reflects your brand strategy, so your team feels motivated and confident about building your brand together. ACTIVATE: Implement your strategy with a cohesive plan that helps you stay focused and avoid shiny object syndrome. In This Episode, You’ll Learn: Why it’s important to think of yourself as a brand manager, wearing the general manager hat for your brand. How building a brand strategy and leading with your brand saves time and money when it comes to projects like website redesigns and packaging updates. Why having a clear strategy makes your team more effective and helps your brand become more recognizable, meaningful, and ownable. Join the Conversation: Are you taking a brand-first approach in your business? Have you encountered any challenges with this mindset? Share your thoughts in the Real Food Brands Round Table Facebook Community or comment on Katie’s latest Instagram post. Work with Katie: If you’re ready to define your Brand Strategy North Star and make more aligned business decisions, connect with Katie to see if her 1:1 Brand Strategy Playbook program is a good fit. Or, if you’d like to start with an assessment of where you are today, learn more about the One Room Test. These spots fill up quickly, so don’t wait! Learn more about the 1:1 Brand Strategy P rogram with Katie. Check out the One Room Test "audit" to assess where your brand is today and where you can improve. Now, let's go shake up shopping carts!…

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116. How Trying to Build Your Food Brand Could Be Holding You Back 12:17

25 weeks ago12:17

12:17

Your Brand Strategy requires careful word choice, and so does how you talk about your plans with your team and partners. Listen to this episode for one easy, but important shift that will instill confidence in your brand! I'm your host and Food Brand Strategist, Katie Mleziva. I spent years in Brand Management at big companies before I left the corporate world to follow my vision of working with smaller, more entrepreneurial brands . Together we can use a Brand Management Mindset™ to shake up shopping carts and help more people get access to real food! In this episode: 1) The reason I encourage you to swap "we're trying to" for "we're working to." 2) Why your word choice matters when you're sharing your plans. 3) What my dad apparently has in common with Yoda :) 4) Other weak words you may want to swap for stronger ones or eliminate altogether. If you’re ready to bring your vision to life and create an integrated plan to make all of your day-to-day decisions easier and more aligned, we can talk through whether my 1:1 Brand Strategy Playbook program is a good fit. Or, if you’re working to prioritize all the ideas in your head and you want to carve out space to do this with me in a strategic way using my IdeaSetting™ framework, let’s book that 90-minute Idea Sounding Board session - it will give you so much clarity on the next steps that align with your goals. If you’re at a point where you have a clear vision but are at a crossroads and need some strategic time together, I’d love to hear from you. You can email me at katie@realfoodbrands.com . Now, let's go shake up shopping carts!…

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115. Your Big Shift: From Selling a Great Product to Building a Strong Brand 17:14

38 weeks ago17:14

17:14

Are you selling a product or building a brand? Everyone has to start somewhere, but in this episode, Food Brand Strategist Katie Mleziva shares what it means to go from making a great product to building a strong brand that stands out. Here's what's in this episode - you can find all the links on the episode web page. The event that sparked Katie’s interest in brand management. Why a great product is necessary, but not enough. Why the time for brand strategy is always now. How Katie's Brand Strategy process brings clarity and confidence. How a strong brand can help you build brand recognition and word-of-mouth marketing. How having a strong brand can help you with new product launches. Stay tuned for news coming soon on new ways to work with Katie to create the foundation for a strong brand that will help you reach your vision! In the meantime, you can get all the links and read the full show notes here .…

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114. Intentional Marketing: getting ON the shelf, IN the cart, and OUT of the pantry (or fridge!) 16:07

45 weeks ago16:07

16:07

Have you thought much about the fact that you need to sell your product THREE times before someone can use it at home? I don’t share this to be depressing because sometimes one sounds like enough! And if it sounds like more work, it’s just the reality of breaking down the process that’s already happening and being intentional with your marketing and sales plans to leverage your brand strategy foundations. I’m talking about first selling into a retail buyer, then selling at shelf once you’re there to get into somebody’s cart, and then selling from their fridge or pantry or snack bin to get it on the plate or in a lunchbox or wherever it ends up getting eaten. And then as part of that, delighting people so that they want to buy it again and again. We don’t want it to get lost in the back of their pantry. So, our three steps of intentional marketing and sales include: Get ON shelf Get IN the cart Get OUT of the pantry, fridge, snack drawer, etc. First, getting ON the shelf, you have to create a compelling story that your brand and product line is going to make a positive contribution to the retailer’s and buyer’s goals. Once you’ve completed your brand strategy you’ll actually have a differentiated strategy (beyond your product tasting delicious) to help that retailer see why you are going to add to incremental sales as part of them bringing you in. Next, we are getting INTO the cart. And that means standing out on either the shelf or through your online listing. We talk through multiple ways to do this so that you’ll grab attention and engage them to flip over the package or click on more pictures as they seek to learn more. Last but certainly not least…getting the product OUT of the pantry or fridge. This is a very under-discussed topic in my view is the conversation around promoting in-home use so they won’t forget they have the product and will actually enjoy using it. The LAST thing we want is for it to get stuck in the back of the pantry or fridge until past the expiration date. I share an example of a website that sent me a post-purchase email that did a great job engaging me with a product I purchased and inviting me to reorder. Sometimes I forget to re-order brands I know and love so it was appreciated. One caveat, if you’re selling on your company’s website you can skip that first gatekeeper step that you have with retail or some aggregate online sales platforms, but the concepts are still really good to think through to be intentional about each step of the journey from buyer to breakfast table! If you’ve already completed your brand strategy, that can influence each step of the way. We need to think about selling in your products to get them on shelf or on the website, then popping off the shelf/website so that they can get it into carts. And finally, we want to remember how we can stay top of mind in the pantry so that your brand will actually get invited back to their table. Whether it be a lunch table at school, a fancy dinner table…whatever kind of table your product and your brand is positioned for we want to get them there and delight them and have them invite you to join them on a regular basis, leading to increased purchase frequency and velocity. To recap what you’ll learn in this episode: 1) a brief overview of each of these three steps with ideas to be intentional with your own brand along the way 2) an easy-to-implement breakdown to make these complex topics easier to work through piece by piece while staying integrated and bringing your brand to life. 3) an example of a well-done email I got to remind me what I had sitting in my pantry waiting for me to enjoy! 4) ways we can work together on creating your brand strategy to position your brand to stand out, including a 60-minute Brand Strategy Session, my self-paced program + mini Mastermind called Brand Strategy Streamlined™, a more in-depth 4-week 1:1 process called Brand Strategy Playbook, and a Live small group Course option (please see link in resources). Resources — Interest form to learn more about a LIVE small group course option — Real Food Brands Marketing Round Table on Facebook — FullyHealth.com — Real Food Brands Instagram — RealFoodBrands.com Thanks for being here, now let’s go shake up shopping carts! Katie…

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113. The Power (Struggle) of Focus...and How Your Brand Strategy Can Help 25:31

1 year ago25:31

25:31

In almost every client meeting or strategy session I hear food business owners relay concern over how many things are competing for their attention -- and how exhausting it can be. Some share they are diagnosed with ADD or ADHD, and some just feel like they are being forced to wear too many hats at the same time every. single. day...and are searching for ways to stay positive about the business they love. Recognizing the power of focus is a good start, but not as easy as just saying, "stay focused," right?! With your brand strategy and business plan in mind, you can use this episode to think about ways to protect your focus and ultimately your time, energy, and ability to get the right things done on a day-to-day and annual basis to reach your goals. In this episode I share some useful tips (not all are what you might expect to hear on a food business podcast!) and ways to help maintain focus on what's important now and next so that you can activate your brand strategy and reach your Vision & Goals. -- How documenting your Brand Strategy provides clarity and cohesiveness, which leads to having confidence to prioritize plans. --The myth of multitasking and why splitting your attention can get in the way of aligned action and sticking to your strategy. --Why prioritizing the 8 Strategic Imperatives is a good first step to setting priorities that will keep you focused. -- What focus and consistency have to do with building a strong brand. --Why your Purpose, or WHY, can pull you back if you hit hard times or lose focus. -- What I've learned about ADHD & ADD and focus and why hyperfocus can be a superpower. --How understanding the Executive Functions, or admin areas of your brain, can help you identify your individual opportunities to build focus . --A nudge to embrace your team's diverse-thinking brains as a way to strengthen to your Brand Strategy Activation plans. Resources -- Ep84: Why Being Consistent Isn't Boring...It's Brand Building! — Brand Checkup Scorecard Plus, monthly emails with tips and resources — Real Food Brands Marketing Round Table Facebook group (Free) — Brand Strategy Streamlined self-paced program + Monthly Q&A calls –Let’s connect on Instagram As always, please reach out to me with any feedback, questions, or to book a strategy call. You can contact me here . Thanks for listening, now let’s go shake up shopping carts! Katie www.RealFoodBrands.com…

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112. Welcome Back! Doing the Right Things at the Right Time in Your Food Business 18:31

1 year ago18:31

18:31

The Real Food Brands Podcast is BACK and I'm so glad you're here. The topic of doing the right things at the right time is always a good concept to keep top of mind, and in this episode, you'll hear me (Katie Mleziva, your food brand strategist) talk about: What you can expect from new podcast episodes to help you Define, Align, and Activate your brand strategy to position your brand to stand out. A brief intro for those of you who are new listeners, including how helping you shake up shopping carts with a solid brand strategy helps more people get access to real food. Why leaving the corporate world almost 12 years ago to work with food entrepreneurs was the best decision I made despite loving every role I had held prior at big companies including American Girl, Kraft Foods, & Assurant Health. How you can get your free Brand Checkup Scorecard to assess progress on various aspects of your brand. Resources to continue positioning your food brand to stand out. -- Brand Checkup Scorecard (Free) --Ep 68: Turn Your Marketing Plan Into a Consumer Connection Plan -- Real Food Brands Marketing Round Table Facebook group (Free) -- Brand Strategy Streamlined self-paced program --Let's connect on Instagram If you have questions or ideas for future show topics (interviews are by invitation, but feel free to share those ideas as well) please send an email to Katie@RealFoodBrands.com . Thanks for listening, now let's go shake up shopping carts! www.RealFoodBrands.com…

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111. What to Do When Something Is Out of Alignment With Your Vision...and the Shift I'm Making 21:26

3 years ago21:26

21:26

Have you ever noticed something in your business isn’t working as you planned, or as it once did? Sometimes things that made sense just aren't a good fit anymore. We spend so much time and energy trying to keep pushing forward that it can be hard to step back and admit when things aren’t working the way we want them to—and decide what to do about it. Today on Episode 111 of the Real Food Brands Marketing Podcast, Host and Food Brand Strategist Katie Mleziva talks through what to do when something in your business is out of alignment, and what she’s doing about that in her own business to make an adjustment. In This Episode: Why it can be hard to identify when something is out of alignment with your vision. What questions to ask yourself about alignment. Why having your brand strategy documented can help you stay aligned. How to break down your ‘Knowns and Unknowns’ to make big decisions more manageable. Why it’s so important to create space to find joy in the journey. What Katie is doing to realign her time for the summer. Resources: The Real Food Brands Podcast Index by Topic Download Your Free Brand Strategy Checkup Brand Strategy Streamlined Course Details Book a 60-minute 1-on-1 Brand Strategy session with Katie Connect with Katie on Instagram…

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110. 6 Copywriting Tips to Help Food Brands Stand Out with Celsea Jenkins of Grassfed Copy 31:50

3 years ago31:50

31:50

Have you ever thought about the difference between content and copy? And how each works differently to connect with your reader depending on if you’re talking about a website, social media, ads, packaging, etc? Today on Episode 110 of the Real Food Brands Marketing Podcast, Host and Food Brand Strategist Katie Mleziva has a conversation with Celsea Jenkins, the owner of Grassfed Copy about the art and science to writing great copy that converts people from readers to taking an action. Celsea shares Katie’s passion for health and wellness – and clear messaging – and the episode highlights their shared enthusiasm! Listen to hear Celsea’s six copywriting tips to help your food brand stand out. In This Episode: The difference between copywriting and content writing. How you can step into the shoes of your ideal audience to know what to write about. Why good copywriting that sparks action starts with good brand strategy. How copy and design can work together to communicate better than each alone. Why telling your brand story is about inviting the customer into a story. Where to look for “sticky copy” and why it’s so valuable. A key thing that web pages and emails that don’t convert are usually missing. How to strike a balance with SEO keywords and a conversational tone. How you can get notified when Katie and Celsea go LIVE in the Real Food Brands Marketing Round Table on Facebook. Resources: Grassfed Copy website Guju Kitchen copy example Ep #104: What Is a Brand Positioning Statement? The Real Food Brands Podcast Index by Topic Download Your Free Brand Strategy Checkup (and get notified about the LIVE Q&A session!) Brand Strategy Streamlined Course Details Book a 60-minute 1-on-1 Brand Strategy session with Katie Connect with Katie on Instagram…

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109. Thinking BIG and Making It Happen with Monique & Chevalo Wilsondebriano 37:58

3 years ago37:58

37:58

Sometimes you need to let yourself dream and think big. Instead of letting other people tell you how things work and why you can’t do something, it can pay off to look at things from a new perspective. It helps, of course, to have a great story, which is something that brand strategy work can really help with. Today on Episode 109 of the Real Food Brands Marketing Podcast, Host and Food Brand Strategist Katie Mleziva sits down with Monique and Chevalo Wilsondebriano, owners of Recipe for Retail and the Charleston Gourmet Burger Company. We’ll learn how thinking BIG took them from a backyard BBQ...to a food business idea...to a product...to a brand that’s on the shelves of Whole Foods, World Market, Costco, Wal-Mart, and more...to winning QVC’s Choice Food Award. In This Episode: How Monique and Chevalo started their business at a backyard barbeque. How they used the Charleston Farmer’s Market as a testing ground for their product. Why their personal story worked so well to get them on retail shelves quickly. Why working on their brand early and getting it right was so important to their success. What people are really buying when they’re buying your product. How they help other entrepreneurs with their Recipe for Retail course. Resources: Charleston Gourmet Burger Company Recipe for Retail The Real Food Brands Podcast Index by Topic Download Your Free Brand Strategy Checkup Brand Strategy Streamlined Course Details Book a 60-minute 1-on-1 Brand Strategy session with Katie Connect with Katie on Instagram…

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108. 6 Brand Strategy Tips for Small But Mighty Food Businesses (Part 2) 23:58

3 years ago23:58

23:58

As you’re working to build your food business or farm, brand strategy and brand development may seem like something that can wait for later. The thing is, brand strategy work goes far beyond your logo or fonts or colors. When you’ve done the work to create your brand’s North Star, it serves as the guide and the glue for everything you do on the front AND back end of your business. It helps you make decisions that will deliver a consistent, cohesive, and relevant experience to your consumers. More importantly, it can help them know how to talk about your brand to others and drive better word-of-mouth marketing. Today on Episode 108 of the Real Food Brands Marketing Podcast, Host and Food Brand Strategist Katie Mleziva builds on the last episode and offers three additional tips based on a presentation she recently shared with the cohort of the Food Finance Institute’s food business accelerator program. This is a two-part series because Katie wants you to be able to really consider the tips she’s sharing and think about how they apply to your natural food business or farm. In This Episode: Why brand strategy should come before your next big project, not after. Why it’s so important to be genuine when you’re talking about values. Examples of brands that have strong alignment with their values. Ways to think about personalizing your consumer’s experience. How to stand out when consumers are bombarded with messaging. Why it’s OK to be repetitive as long as you are relevant and consistent. Resources: Ep #68: Turn Your Marketing Plan into a Consumer Connection Plan The Real Food Brands Podcast Index by Topic Download Your Free Brand Strategy Checkup Brand Strategy Streamlined Course Details Book a 60-minute 1-on-1 Brand Strategy session with Katie Connect with Katie on Instagram…

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107. 6 Brand Strategy Tips for Small But Mighty Food Businesses (Part 1) 23:28

3 years ago23:28

23:28

Brand strategy work is something that is second nature for big brands, but not as common for small brands. There’s so much to do when you’re wearing all the hats that it can seem like something you’ll get to “next.” While big brands have access to brand managers and agencies, we can help even the score by providing streamlined versions of the concepts they use to focus on the key parts of the process to help you build a brand that stands out no matter who you’re lined up next to. Today on Episode 107 of the Real Food Brands Marketing Podcast, Host and Food Brand Strategist Katie Mleziva shares a presentation she recently shared with the cohort of a food business accelerator program. This is a two-part series because Katie wants you to be able to really consider the tips she’s sharing and think about how they apply to your food business or farm. In This Episode: Why Katie wants to share these Brand Strategy tips with food business owners and farmers. The first 3 tips Katie has related to brand positioning, brand story, and humanizing your brand. Multiple examples that support each of Katie’s brand strategy tips. Why Katie shares stories of small brands, not just big brands How you can tell that the seeds that you plant with brand strategy are coming to life. What to expect in part 2 of the episode Why to get started on your brand strategy BEFORE your next website project, packaging redesign, or sales pitch. Resources: Ep #104: What Is a Brand Positioning Statement? Ep #106: How Riemer Family Farm is Growing a Regenerative Brand Ep #91: The 3-Step Brand Strategy Streamlined Process Ep #83: Understanding the Difference Between Features & Benefits The Real Food Brands Podcast Index by Topic Download Your Free Brand Strategy Checkup Brand Strategy Streamlined Course Details Book a 60-minute 1-on-1 Brand Strategy session with Katie Connect with Katie on Instagram…

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106. How Riemer Family Farm is Growing a Regenerative Brand 31:08

3 years ago31:08

31:08

A common approach for food and farm businesses is to think about offering a great product rather than building a strong brand . The thinking is that if a product is good enough, taste will ultimately win and of course, people will buy. While this is understandable as you perfect your craft, great taste and quality are expected these days so we don’t want your products to be seen as an interchangeable commodity. There’s so much more to your food brand’s story, so let's uncover it! Today on Episode 106 of the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva talks to Jen and Bryce Riemer, and Anastasia Wolf-Flasch, all of Riemer Family Farm, about their journey to define a brand strategy that invites people into a story of caring for and renewing the land through a multi-generation farming business. In This Episode: What led Jen and Bryce Riemer from city life back to their multi-generation family farm. How they honor the farm’s rich history while also building their own legacy. Why the farm’s one full-time employee is focused on marketing and customer service. The most challenging and valuable parts of working through their brand strategy. How having brand pillars and a story defined has impacted their logo, packaging, and website. Before and after insights about how this work has impacted their business. Resources to learn more about the importance of regenerative farming. Resources: Riemer Family Farm The Stockman Grass Farmer Kiss the Ground Sacred Cow The Real Food Brands Podcast Index by Topic Download Your Free Brand Strategy Checkup Brand Strategy Streamlined Course Details Book a 60-minute 1-on-1 Brand Strategy session with Katie Connect with Katie on Instagram…

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105. New Episode Index to Help Your Food Brand Stand Out 11:31

3 years ago11:31

11:31

With over 100 episodes of the podcast now available, we thought it would be a good time to go back and highlight some of the great content you may have missed to help you find the right resources at the right time for your food business. To help, we’ve put together a list of some of our best episodes organized around the Brand Strategy Streamlined process: Define/Refine, Align, and Activate (and a few other categories to help you really navigate the topics...100+ episodes is a lot of content!). Today on Episode 105 of the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva highlights this new resource along with can’t-miss episodes from the podcast archives and a few tips at the end for your own content repurposing efforts. In This Episode: Why it’s easy to miss out on great content even if you’re a big fan of a podcast. Ways to make sure you’re listening to the right content for what you need right now. Why Katie made sure the Real Food Brands podcast player could work at 1.5x speed. Where to find our new curated index of Real Food Brands podcast episodes by topic. The “greatest hits” episodes you don’t want to miss or may want to revisit. A nudge and reminder to repurpose the best content you’ve already created. Resources: The Real Food Brands Podcast Index by Topic Download Your Free Brand Strategy Checkup Brand Strategy Streamlined Course Details Book a 60-minute 1-on-1 Brand Strategy session with Katie Connect with Katie on Instagram…

1
104. What Is a Brand Positioning Statement? 27:27

3 years ago27:27

27:27

If you want to understand brand positioning, think of Kia, Volvo, and Tesla. Sure, all three are car companies but they’re each very different brands with their own unique, loyal audience, product benefits, and customer experience. All of these factors combined for each brand create a very different offer for each and attract different groups of people as loyal fans of their brand. Today on Episode 104 of the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva goes into detail about how to write a brand positioning statement and how to know if yours is strong enough to make your brand stand out. In This Episode: How Kia, Volvo, and Tesla can help you understand brand positioning. Why brand positioning is a key component for everything that you do in your business. The formula for writing a brand positioning statement. Why you need to be clear about your ideal consumer and your category. How to identify your point of difference. What makes for a strong brand positioning statement. Resources: Ep #58: Getting to Know Your Consumers as Real People with Britta Schell Ep #65: [Brand Strategy Series] Setting Your Food Business Apart Step 2: Identifying Your Ideal Consumer Blog post: How to Identify Your Ideal Audience The Real Food Brands Marketing Round Table Brand Strategy Streamlined Course Details Download Your Free Brand Strategy Checkup Book a 60-minute 1-on-1 Brand Strategy session with Katie Connect with Katie on Instagram…

1
103. How Consumer Attitudes and Behaviors Related to Food Are Shifting with Sarah Marion of Murphy Research 31:19

3 years ago31:19

31:19

We’ve been through a lot of changes in the past few years, and as a result, consumer behaviors are shifting. But as a food business owner how do you know what changes are temporary and what changes are here to stay? And how can you meet the evolving needs of your consumers? In Episode 103 of the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva sits down with Sarah Marion, the Director of Syndicated Research at Murphy Research. Sarah shares how consumers have shifted attitudes and behaviors related to food, fitness, and mindset over the past few years of pandemic-living as well as considerations for food business owners who want to meet these changing needs. In This Episode: What is syndicated market research? The behavior that’s been leading many “new-to-natural" shoppers into healthier eating. How an increase in mindfulness is playing a role in food choices. How each generation has adapted in terms of becoming more health-focused. Why younger buyers value convenience and what they are buying. How people are aligning what they eat with their values. Where you can learn more about The State of Our Health study. Resources: Information on The State of Our Health Study from Murphy Research Connect with Sarah on LinkedIn The Real Food Brands Marketing Round Table Brand Strategy Streamlined Course Details Download Your Free Brand Strategy Checkup Book a 60-minute 1-on-1 Brand Strategy session with Katie Connect with Katie on Instagram…

1
102. Are you inviting people into a brand story or sharing brand history? 18:46

3 years ago18:46

18:46

Have you thought about the difference between brand story and brand history ? While your brand history can certainly be a part of your brand story, the history is about the past and the story is about the future , and what you’re inviting people to be a part of. Today on episode 102 of the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva shares her guidance on writing a brand story and sharing brand history for your food business, plus 3 tips to make your brand story more compelling to create a lasting connection with your audience. In This Episode: The difference between a brand history and a brand story. Why most brands start with a brand history. Why you need to communicate WIIFM. How to assess the current state of your brand story. Why you need to find the transformation your brand offers a consumer, whether big or small. A starting framework for telling your brand story. Why it’s so important to start putting things down on paper. How to get more help with your brand positioning and brand story. Resources: Ep #74: From a Good Product to a Great Brand Ep #83: Understanding the Difference Between Features & Benefits The Real Food Brands Marketing Round Table Brand Strategy Streamlined Course Details Download Your Free Brand Strategy Checkup Book a 60-minute 1-on-1 Brand Strategy session with Katie Connect with Katie on Instagram…

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101. Brand Strategy 101: Positioning Your Food Brand to Stand Out 27:52

3 years ago27:52

27:52

After episode 100, Katie’s daughter suggested that she “start over,” and it only seemed fitting that episode 101 should be a brand strategy 101—an intro-level class, so to speak. Today on episode 101 of the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva goes over the five W’s of how Brand Strategy can help you go from making a great product to building a strong brand that is well-positioned to stand out: WHAT, WHERE, WHO, WHEN & WHY. In This Episode: The winners of the 100th episode giveaway! Why it’s always a good idea to go back to branding basics before starting a big project. What Brand Strategy is all about. Why you need to be the hub at the center of the wheel. Why consistency is not boring. Where you should document your brand strategy. Why it’s never too early or too late to look at your Brand Strategy. Why milestones are a great time to clarify your strategy to align your tactics to the big picture. Resources: Ep #64: [Brand Strategy Series] Setting Your Food Business Apart Step 1: The Competitive Snapshot Ep #65: [Brand Strategy Series] Setting Your Food Business Apart Step 2: Identifying Your Ideal Consumer Ep #66: [Brand Strategy Series] Setting Your Food Business Apart Step 3: Company Strategy The Real Food Brands Marketing Round Table Brand Strategy Streamlined Course Details Download Your Free Brand Strategy Checkup Book a 60-minute 1-on-1 Brand Strategy session with Katie Connect with Katie on Instagram…

1
100. Celebrating 100 Episodes With Gratitude, Gear & Giveaway! 16:49

3 years ago16:49

16:49

When we launched the podcast in March 2018, we didn’t know exactly what the future would hold but we took a leap. It’s been a steady build over the past few years and we’re so thankful for all our listeners and guests who have made this show an enriching and rewarding experience as we work collectively to help more people get access to real food. Today on episode 100 of the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva reflects on one hundred episodes, shares her motivation behind working with food business owners 1:1 as well as by building a community, and announces a giveaway to celebrate the milestone. In This Episode: Why milestones are a good moment to reflect on how far you’ve come. The new Real Food Brands t-shirt collection that is here to celebrate and inspire all of your good work in the food industry, and how you can get one. Why you’re a big part of the Real Food Brands Podcast (thank you!). What we’re looking forward to on the Real Food Brands Marketing Round Table. How the song Crowded Table inspires Katie and puts words to what she wants to create in this community. The giveaway we’re doing on Instagram to celebrate 100 episodes. Resources: The Highwomen: Crowded Table The Real Food Brands Marketing Round Table Brand Strategy Streamlined Course Details Download Your Free Brand Strategy Checkup Book a 60-minute 1-on-1 Brand Strategy session with Katie Connect with Katie on Instagram…

1
99. Strategy Does Not Have to Come at the Expense of Action 18:55

3 years ago18:55

18:55

For a food and beverage business, it can be a big benefit to choose to go slow to go fast. While that may sound counterintuitive, taking a little time to plan can increase efficiency and help you accelerate more rapidly because you’ve got the clarity and confidence to know what to do next. Today on episode 99 of the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva explains why starting with strategy can help your tactics come together. In This Episode: The 3 main benefits of taking time to set your North Star (aka brand strategy) Past Real Food Brands episodes to help you shape your brand strategy. How brand strategy can help provide clarity on unanswered questions related to your consumers, competitors, and your company’s unique brand story. How to align the front and back end of your business to build a cohesive brand. Why having a strategy and a plan brings confidence to food business owners. Resources to help you develop your brand strategy. What we’re planning for our 100th episode (hint: there will be giveaways!) Resources: Brand Strategy Streamlined Course Details Ep #64: [Brand Strategy Series] Setting Your Food Business Apart Step 1: The Competitive Snapshot Ep #65: [Brand Strategy Series] Setting Your Food Business Apart Step 2: Identifying Your Ideal Consumer Ep #66: [Brand Strategy Series] Setting Your Food Business Apart Step 3: Company Strategy Download Your Free Brand Strategy Checkup Book a 60-minute 1-on-1 Brand Strategy session with Katie Connect with Katie on Instagram…

1
98. Insider Tips to Get on Podcasts and Boost Your Food Brand’s Visibility 29:28

3 years ago29:28

29:28

Podcasts have exploded in popularity, and being a guest on one can be a big boost for both your brand and your credibility. But what kind of show are you looking for? How do you reach out? And how do you make it a success once you get a YES? Today on the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva shares how to make the right pitch, and what to do once you’re booked for an appearance. In This Episode: Why being a podcast guest can be great for your brand if you approach it right. What Katie has seen from pitches in her 3.5 years of podcasting. How getting clear about your brand strategy and brand story is important before you pitch. How to decide who to pitch to. The types of podcasts to look for. How to craft a great pitch with the podcast’s goals in mind. Why research and authentic connections are so important. How to show what kind of guest you’ll be. How to prep for a podcast appearance. What to do after a show publishes. Resources: Brand Strategy Streamlined Course Details Ask a Question on VideoAsk Podcast Ep #61: Lessons From an Uphill Climb Podcast Ep #91. The 3-Step Brand Strategy Streamlined Process Download Your Free Brand Strategy Checkup Book a 60-minute 1-on-1 Brand Strategy session with Katie Connect with Katie on Instagram…

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97. Unlock Your Best Ideas: My NEW Self-Paced Brand Strategy Course is Live! 19:35

3 years ago19:35

19:35

While Katie loves her 1:1 work with clients, she’s become increasingly aware that her impact is limited by the number of hours in the day. At the same time, while the Real Food Brands Marketing Podcast can help you piece together the process, there’s space for something in between the two—a self-guided but structured resource to help you create a strong brand strategy for your food business. Today on the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva introduces her solution – her new self-paced brand strategy course, Brand Strategy Streamlined™ . In This Episode: Why Katie is offering a solution to bridge the gap between following along on podcast episodes and working with her 1:1 How a self-guided course can work better for some food brands and farms The three steps Brand Strategy Streamlined will guide you through Why the course is structured the way it is and how you’ll be able to use what you develop as your North Star Why you have access to the materials for 12 months when it won’t take that long to complete the course The feedback Katie has heard from beta testers who went through the course A fun new way to get in touch with Katie – she wants to hear your feedback! Resources: Brand Strategy Streamlined Course Details Answer Podcast Survey Podcast Ep #91. The 3-Step Brand Strategy Streamlined Process Download Your Free Brand Strategy Checkup Book a 60-minute 1-on-1 Brand Strategy session with Katie Connect with Katie on Instagram…

1
96. 5 Steps to Accelerate Progress Towards Your Vision 17:43

3 years ago17:43

17:43

Most of us are in the food and bev business because, in some way, we want to make a positive impact on how people eat. Most of us also have a Vision for the impact we want to make but might not know exactly how to accomplish this big dream. You may have heard the old phrase “a vision without a plan is just a dream.” Today on the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva shares her simple (but not always easy) 5-step process for accelerating towards making your vision a reality. In This Episode: Why Katie developed the Brand Strategy Streamlined Course Why getting your brand strategy in place is crucial to serve as the North Star to inform every other part of your business Why you should let yourself dream big The importance of putting things down on paper How a visual reminder can help make your vision tangible and motivating Why it’s so important to speak to people about your vision How to be ready when things start to happen Resources: Brand Strategy Streamlined Course Details The Good Food CFO Podcast Episode Big Hairy Audacious Goals Download Your Free Brand Strategy Checkup Book a 60-minute 1-on-1 Brand Strategy session with Katie Connect with Katie on Instagram…

1
95. DTC Ecommerce Tips for Food Brands with Adam Pollack 30:52

3 years ago30:52

30:52

Selling direct to consumer can create new sales opportunities for your food brand, but it can still be hard to stand out with the marketplace as crowded as it is. Today on the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva sits down with Adam Pollack, Head of Content at Rodeo CPG, who has some practical tips for how to set up your DTC eCommerce website and what metrics you should be looking at along the way. In This Episode: How Adam’s experience founding two CPG businesses led him to his role at Rodeo CPG. Why DTC is the only place you truly own your relationship with your consumers. Why visuals are so important on your eCommerce website. How social proof gives you the credibility you need to remove friction for buyers. Why an email address is so important to capture on your eCommerce website. What works for eCommerce in terms of design, including some examples. The metrics you should really pay attention to instead of vanity metrics. Why Rodeo CPG launched their new program called Jumpstart for early-stage CPG brands. Resources: Get Your Free Brand Strategy Checkup Real Food Brands Marketing Roundtable Facebook Group Connect with Katie on Instagram Jumpstart by Rodeo CPG: The Playbook for Launching CPG Brands The Components of a Strong DTC Site For Your CPG Brand The Rodeo CPG Glossary Connect with Adam on LinkedIn…

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Brand Strategy FAQ: Setting Priorities and Building Your Team 22:21

3 years ago22:21

22:21

After you invest time developing your brand strategy to position your brand to stand out then you’re ready to put your plan into action. You see all the opportunities to make changes but there are so many opportunities that it can be intimidating. So the big question at this phase is typically what “what should I do first and who can help me?!" Today on the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva addresses one of the most frequently asked questions during the Activation phase of her one-on-one work with food business owners: what should I do first and who can help me? Katie walks through prioritizing actions, identifying capabilities needed, and finding the right people for the right roles as you build your team. In This Episode: Next steps after defining or refining your brand strategy. How to organize and prioritize your efforts to implement your new strategy. How to identify where you might need help based on capacity and capabilities. Examples of prioritizing marketing efforts and finding people to fill marketing roles. How your brand strategy helps guide copywriters and designers so you can delegate the details and focus on approvals. The hidden cost of doing things yourself instead of building a team. How Katie’s new on-demand Brand Strategy Streamlined™ course can help you get started defining, or refining, your North Star. Resources: Ep #91: The 3-Step Brand Strategy Streamlined Process Download Your Free Brand Strategy Checkup Book a 60-minute 1-on-1 Brand Strategy session with Katie Connect with Katie on Instagram…

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REPRISE - 4 Common Brand Strategy Mistakes (and How to Fix Them) 20:23

3 years ago20:23

20:23

This week, we’re revisiting episode 49 from last year that is still super relevant today. We’ve been talking through brand strategy our last few episodes, and this refresher on common brand strategy mistakes and how to fix them is worth a second look. Enjoy! Brand strategy is an essential part of building a business that will grow, but we see a lot of food businesses make the same mistakes when it comes time to actually put it into action. On this episode of the Real Food Brands Podcast, host and Brand Strategist Katie Mleziva goes over the four most common brand strategy mistakes, and what to do if you think you might be making them. In This Episode: The resources Real Food Brands is offering to help you build your brand. How to differentiate your brand in the market. The question you need to ask yourself about how to make your brand stand out. Why consistency is so important in all of your brand’s materials. How to use the “one-room test” to see if your brand is showing up consistently in the marketplace. Why “I” and “we” are dangerous words to overuse in your marketing copy. Why many founders forget to communicate their brand strategy to their team, and what to do about it. Resources: Ep #2: How to Start Building and Documenting Your Brand Strategy Ep # 18: 3 Ways to Rally Your Team Around Your Brand Ep #23: How to Find Your Unfair Advantage Ep #91: The 3-Step Brand Strategy Streamlined Process Ep #92: Does Your Food Brand’s Personality Shine Through? Download Your Free Brand Strategy Checkup Book a 60-minute 1-on-1 Brand Strategy session with Katie Connect with Katie on Instagram 3 Day Building a Brand That Stands Out course details…

1
Does Your Food Brand’s Personality Shine Through? 19:55

4 years ago19:55

19:55

If your food brand were a person at a party, what sort of person would they be? The loud, bold life of the party? Or the more relaxed, reserved, and clever person? Just like with people, our brands can take on personalities based on our vision and positioning in order to connect with the right people. It’s important to let your brand’s “true colors” shine through to help set your brand apart. Having a clear idea of what personality you want for your brand and how your brand will show up consistently in the world is a key deliverable of our brand strategy work. Today on the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva shares three questions to help define your brand personality to help you build connections and stand out from the crowd. In This Episode: How her most recent trip to Sedona helped Katie get grounded and centered again. Katie wants to know...where do you go to recharge? Why your brand personality is a key outcome of creating a brand strategy and should support with your purpose and positioning. The importance of leaning into your brand personality to attract the right people. Why brand personality comes so late in Katie’s Brand Strategy Streamlined™ process. Why you should describe your brand as if it were a person at a party. Why it’s also important to define what your brand is not . How to contextualize your brand personality to see if it makes sense. Resources: Ep #91: The 3-Step Brand Strategy Streamlined Process Download Your Free Brand Strategy Checkup Book a 60-minute 1-on-1 Brand Strategy session with Katie Connect with Katie on Instagram 3 Day Building a Brand That Stands Out course details…

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Real Food Brands Strategy Podcast: Tips to Help Food Entrepreneurs Build a Strong Brand That Stands Out « »
108. 6 Brand Strategy Tips for Small But Mighty Food Businesses (Part 2)