We’ve worked with a few artisan food producers recently here are some food branding tips that have worked for them.
Two things that they all have in common are that their product tastes great and they want people to know it. This is where good brand design comes in – some Food branding tips below.
Top Tips
- Embrace Your Story: Artisan food is often characterised by its unique backstory, whether it’s a closely guarded family recipe passed down through generations or a commitment to only using the finest locally sourced ingredients. Use your brand story to connect with customers on a personal level and differentiate yourself from the mass-produced alternatives on the supermarket shelf. 68% of consumers say that brand stories influence their purchasing decisions and surveyed companies with compelling brand stories experienced a 20% increase in customer loyalty.
- Highlight Quality and Craftsmanship: It’s no secret that artisan food products cost more than their mass-produced supermarket cousins. This reflects the skill, time and quality ingredients that go into their production. It’s important to let your potential customers know about this. Emphasise the high-quality ingredients, attention to detail, and craftsmanship that go into your artisanal products. Showcase your dedication to traditional methods or specialised techniques that set your products apart.
- Branding First, Buying Later: When launching a new food product, the temptation is to get the product in front of buyers first and then worry about how it’s going to look. But this is definitely the wrong way around. Buyers may see dozens of products every week, and yours needs to stand out for them to remember you. The aim is to create a visual identity that reflects the authenticity and artisanal nature of your brand. This includes your logo, packaging design, colour scheme, and typography that resonate with buyers and your target audience. Although it’s true that a buyer’s first concern is going to be how the product tastes, they will have concerns about a product that is lacking in creative branding and packaging.
- Transparency and Traceability: Authenticity has proven time and time again to be a key factor in building brand loyalty. Build trust with your customers by being transparent about your sourcing, production methods, and ingredients. Consider including information about where your ingredients come from, how your products are made, and any certifications or awards you’ve received.
- Getting the building blocks of the brand right at the start is essential, this means branding and marketing communication, no matter how small, can be consistent and this builds trust in the eyes of the consumer.
- Brand guidelines don’t have to be set in stone and can evolve along the way as the business or product line grows, but getting the essentials right early on creates focus.
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Start as you mean to go on
Artisan food producers are very passionate and knowledgeable about their products and industry, they live, sleep and breathe it. We feel the same at Toast about creating a great brand design and working with people who are as passionate about what they do.
So if you have a great food product that you are looking to take to market, we would love to talk to you about how we can create a great brand for you and help you to get that great tasting product noticed.
