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

Food Business Marketing | Strategy and Planning Tips to Build Real Food Brands

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

28:39

For centuries, members of the B’doul Bedouin tribe lived in the caves around the ancient city of Petra, Jordan. Then, in the 1980s, the government forced the tribe to move in the name of preserving the geological site for tourists. But if the residents are forced to leave, and if their heritage has been permanently changed, then what exactly is being preserved? SHOW NOTES: Meet The Man Living in The Lost City Carved in Stone Jordan: Petra's tourism authority cracks down on Bedouin cave dwellers The tribes paying the brutal price of conservation “There is no future for Umm Sayhoun” Jordan’s Young Bedouins Are Documenting Their Traditions on TikTok Check out Sami's company Jordan Inspiration Tours Learn about your ad choices: dovetail.prx.org/ad-choices…

3 года назад 27:52

MP3•Главная эпизода

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:

127 эпизодов

Food Business Marketing | Strategy and Planning Tips to Build Real Food Brands

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

Food Business Marketing | Strategy and Planning Tips to Build Real Food Brands

published 3 года назад

MP3•Главная эпизода

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.

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:

127 эпизодов

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

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Food Business Marketing | Strategy and Planning Tips to Build Real Food Brands

1
127. Looking for Your Competitive Advantage? Start With Strategy 11:43

6 дней назад11:43

11:43

If you want to stand out in a crowded market, attract the right people, lead your team, and build your food business with confidence, it all starts with strategy. In this episode, host Katie Mleziva shares why brand strategy isn’t just for big brands with big budgets—it’s how smaller, purpose-driven food businesses gain a real competitive edge to scale. Whether you're updating your packaging, pitching to retailers, or working to gain clarity about where you want to take your business, your brand strategy is the foundation that serves as your guide and your glue to tie it all together. In fact, a well-defined brand strategy can be a competitive advantage because most smaller brands don't take the time or know how to do the work and end up blending in to the sea of sameness. You’ll learn: Why delaying brand strategy can create confusion - for everyone! What brand strategy actually is A real-life example of how brand strategy created clarity and confidence Why consistency and confidence come from clarity If you’re tired of second-guessing your brand positioning or feeling stuck when people ask what makes you different, this episode is your pep talk and practical starting point. ✨ Ready to stop spinning and start leading your brand with clarity? Learn more about doing a Brand Audit with Katie.…

Food Business Marketing | Strategy and Planning Tips to Build Real Food Brands

1
126. Running In Circles? The Power of a Fresh Perspective 9:16

14 дней назад9:16

9:16

Have you ever felt like you’re doing all the things—but still not making progress...like you're just running in circles? In this short and lighter episode, I share a personal (and slightly ridiculous) real-life story that turned into a powerful reminder: sometimes the answer isn't about pushing through—it's about finding a way to shift your perspective. Whether you're stuck on messaging, spinning on a new product idea, or just generally overwhelmed, this episode is a mindset reset for food business owners who need a new view to get moving again. 🎧 Tune in to hear: → Why doing more isn’t always the answer → Tips to gain a fresh perspective → What a porta-potty taught me about problem-solving (yes, really) → How a simple shift in direction can unlock clarity in your business and your brand strategy Clarity often starts with curiosity—and sometimes, all it takes is stepping to the side to get the fresh perspective you need. Want more support? Set up a Brand Audit Session to get personalized insights on how to strengthen and align your brand. Contact Me for more details. 🎧 Resources: Ep 61 - Lessons From an Uphill Climb Katie's Instagram - let's connect! Katie's LinkedIn - let's connect! Katie's Website Real Food Brands Brand Checkup Scorecard Real Food Brands Marketing Roundtable Facebook Group Let's go Shake Up Shopping Carts! Katie Mleziva Food Brand Strategist…

Food Business Marketing | Strategy and Planning Tips to Build Real Food Brands

1
125. 10 Quick and Easy Social Media Post Ideas for Food Businesses 15:17

20 дней назад15:17

15:17

Does social media make you feel like getting social...or make you want to hide?! Social media can feel like a never-ending challenge when you’re running a food business. You know you need to post consistently and keep your content engaging, just like when you're talking with people in person. But sometimes, you just hit a wall (or a time crunch) when it comes to what to post. In this episode, I’m sharing 10 creative but practical social media post ideas to help you build a strong, authentic connection with your audience while staying aligned with your brand strategy. From behind-the-scenes stories to customer testimonials, and from quick recipes to expert tips, I’ll walk you through how to use each type to keep your content feeling exciting and intentional as you rotate through these topics. We’ll also dive into how to make the most of every post with actionable tips, so you can finally plan out your posts and make it something you look forward to. I want you to feel like getting social instead of feeling like hiding! Whether you’re just getting started or looking to refresh your approach, this episode offers you inspiration and actionable ideas you can use today. In this episode, you’ll learn: How to plan your social media content around 10 different "thought starter" post types (+1 bonus!). Practical tips and examples to create your content in a way that makes your posts pop. The benefit of engaging with comments on your posts as if the person is talking with you face to face. Why rotating through content types keeps your audience engaged and your brand consistent. ✨ Which of these content ideas will you try first to boost your confidence and ease of posting on social media? Ready to shake up your social strategy? Let’s get started! Katie Mleziva RealFoodBrands.com @realfoodbrands…

Food Business Marketing | Strategy and Planning Tips to Build Real Food Brands

1
124. Unlock Your Food Brand's Full Potential (Food Brand Strategy Blueprint Part 3) 12:30

27 дней назад12:30

12:30

In the final episode of our 3-part series, we’re diving into activating your brand strategy so you can make your brand stand out, offer the right products and messages to the right people, motivate your team...and see results! You’ve put in the work to build your brand foundation and craft a clear, compelling strategy, but now it’s time to make it happen. When you do this, you will be so far ahead of most of your competition. But competition aside, you will be more efficient and effective at growing your food business because people will understand what you are offering and if it's a good fit for them. In this episode, we’ll cover: ✅ How to take a Band Management Mindset™ to ensure your strategy is guiding decisions in a cohesive way every day, across every part of your business. ✅ Aligning your team and partners to bring your brand to life to decrease rework and increase motivation to help you reach your goals. ✅ Prioritizing your top 3-5 actions to bring your strategy to life and grow your brand without feeling overwhelmed. In this episode I’ll walk you through practical steps to stop guessing and start growing with clarity and confidence. If you’re ready to make your brand strategy work harder for you and feel confident that your brand is working as a cohesive system, this episode is for you! Want more support? Visit realfoodbrands.com to learn about ways to work with me through a Brand Audit session or my comprehensive private Brand Success System program. Ready to dive in? Hit play and let’s shake up shopping carts! Have a great day, Katie…

Food Business Marketing | Strategy and Planning Tips to Build Real Food Brands

1
123. Organize Your Ideas to Build a Cohesive Brand (Food Brand Strategy Blueprint Part 2) 17:08

5 weeks назад17:08

17:08

Does it feel like you have a million ideas spinning in your head when it comes to your food business? You’re not alone! As a food business owner or leader, gathering insights about your advantages, competitors, and consumers is essential—but making sense of it all to define and document your brand strategy is where the magic happens. In this episode, we’re diving into Step 2 of building a strong brand blueprint series: connecting the dots between your research and shaping a clear, cohesive brand foundation. I’ll walk you through how to define your brand pillars, positioning, personality, essence, and story so you can move forward with clarity and confidence. If you’re ready to take your ideas from scattered to strategic, this episode is for you! 💡 Grab the Brand Checkup Scorecard to see where your brand stands: realfoodbrands.com/brandcheckup Resources: 1) Podcast episode about brand positioning 2) Real Food Brands Brand Checkup Scorecard 3) Real Food Brands Marketing Roundtable Facebook Group Let's go shake up shopping carts! Katie…

Food Business Marketing | Strategy and Planning Tips to Build Real Food Brands

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122. Start Standing Out With These 4 Steps (Food Brand Strategy Blueprint Part 1) 12:33

6 weeks назад12:33

12:33

Every strong food brand starts with a clear foundation. But how do you define what truly makes your brand different? In this episode - the first in a three-part series - I'm breaking down Step 1: Defining the 4C’s of your Brand Strategy Inputs. These are some of the key elements that help you build a strong, strategic food brand that stands out...but in my Brand Strategy System, I put a twist on each of them! You’ll learn: ✅ The 4C’s: Context, Company, Competitors, and Consumers— why they matter so much. ✅ How to define your brand’s vision, purpose, and unfair advantage. ✅ How to analyze your competitors without getting caught in a comparison trap. ✅ The key to understanding your ideal customer’s pain points & desires. ✅ How these inputs lay the groundwork for your brand positioning and messaging. 📋 Download the FREE Brand Checkup Scorecard to assess where your brand stands: realfoodbrands.com/brandcheckup 🔜 Next Up: In Episode 123, we’ll take these inputs and synthesize them into a clear, compelling brand position that sets you apart. Don’t miss it! 📢 Need help refining your brand? Set up a Brand Audit Session to get personalized insights on how to strengthen and align your brand. Learn more at www.realfoodbrands.com or email me at katie@realfoodbrands.com.…

Food Business Marketing | Strategy and Planning Tips to Build Real Food Brands

1
121. Are You Maximizing Your Food Brand’s Growth Potential? 12:17

8 weeks назад12:17

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…

Food Business Marketing | Strategy and Planning Tips to Build Real Food Brands

1
120. Building a Winning Brand: How Start Right Foods Stands Out in the Frozen Breakfast Aisle with Clint Matthews 37:53

9 weeks назад37:53

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!…

Food Business Marketing | Strategy and Planning Tips to Build Real Food Brands

1
119. How to Communicate That Your Food Brand IS Actually Better 12:20

11 weeks назад12:20

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?…

Food Business Marketing | Strategy and Planning Tips to Build Real Food Brands

1
118. Is Pivoting Too Often Hurting Your Food Brand? 12:23

12 weeks назад12:23

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!…

Food Business Marketing | Strategy and Planning Tips to Build Real Food Brands

1
117. Achieve Clarity, Confidence, and Consistency in Your Food Business with a Brand-First Approach 10:55

27 weeks назад10:55

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!…

Food Business Marketing | Strategy and Planning Tips to Build Real Food Brands

1
116. How Trying to Build Your Food Brand Could Be Holding You Back 12:17

31 weeks назад12:17

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!…

Food Business Marketing | Strategy and Planning Tips to Build Real Food Brands

1
115. Your Big Shift: From Selling a Great Product to Building a Strong Brand 17:14

45 weeks назад17:14

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 .…

Food Business Marketing | Strategy and Planning Tips to Build Real Food Brands

1
114. Intentional Marketing: getting ON the shelf, IN the cart, and OUT of the pantry (or fridge!) 16:07

52 weeks назад16:07

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…

Food Business Marketing | Strategy and Planning Tips to Build Real Food Brands

1
113. The Power (Struggle) of Focus...and How Your Brand Strategy Can Help 25:31

1 year назад25:31