1. Department & Category

Grocerant Guru’s 10 2023 Tools for your Food Marketing Tool Kit


The value of a product or brand at times diminishes in consumer
relevance. The vernacular of the consumer is ever evolving and the vernacular
of your brand must as well. Steven Johnson,
Grocerant Guru® at Tacoma, WA based Foodservice Solutions®
understands that the consumer is dynamic not static. Here are 10 clues to keep
your food brand dynamic:

1. Symbolism. Why you are there! The most successful brands are inclusive
include values greater than themselves. A lifestyle, a philosophy, an emotion a
point in time.

2. A story. Most major brands have a story. Examples: if you like Ford
vehicles, you might be familiar with the story of Henry Ford or if you love
your Nikes, you probably know how the Nike swoosh logo was created.

3. A track record. When your business is first starting out, don’t fool
yourself into believing that your marketing efforts are ‘brand building’
efforts. They’re not because to build a real brand, you have to have an
extensive track record with consumers.

4. Trust. When you’ve consistently delivered for your customers long enough,
you’ll gain the type of trust that many brands have. Case in point: a friend of
mine always reminds people that he won’t buy an automobile that isn’t a BMW.
He’s had a good experience with his and trusts so much in the company that he
doesn’t believe there’s a better-made car.

5. Expectation. When a consumer chooses a product or service because of brand
association, he or she is buying an expectation. Perhaps it’s the expectation
that the branded product is of higher quality or that the service will be
provided in a more efficient manner.

6. Differentiation. Expectation is often borne of differentiation. Many brands
offer products and services that are commodities but they’re successful in
developing some differentiation for their products and services that consumers
are sold on.

7. Imitators. Imitation is the sincerest of flattery and you’re probably not a
‘brand’ until you have competitors trying to copy you.

8. Market leadership. Top brands are usually looked at as leaders in the
markets they compete in.

9. Adaptability. The best brands are flexible and capable of reshaping and
reinventing themselves and their messages over time. Coca-Cola is a good
example of a brand that has never abandoned its core product but has evolved
its message over time to keep up with changes in the marketplace and society at

10. A strong marketing presence. Although it’s nice to believe that you can
market yourself for free on Facebook and Twitter, the reality is that brands
aren’t advertising on television and radio because they’re dumb. Building and
maintaining brand equity requires awareness and awareness requires broad
marketing efforts.

For international corporate presentations, regional
chain presentations, educational forums, or keynotes contact:
Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice
His extensive experience as a multi-unit restaurant operator,
consultant, brand / product positioning expert, and public speaking will leave
success clues for all. For more information visit
GrocerantGuru.com, FoodserviceSolutions.US
or call 1-253-759-7869

View Original Article
Do you like Grocerant Guru's articles? Follow on social!