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 

Real Food Brands Marketing Podcast

Ep 95. DTC Ecommerce Tips for Food Brands with Adam Pollack

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 

Brand Strategy FAQ: Setting Priorities and Building Your Team

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 

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

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 

Does Your Food Brand’s Personality Shine Through?

It can be hard to know where to start when you’re thinking about how to set your food brand apart. You believe in the potential for your product to turn into a strong brand but, as the saying goes, “a vision without a plan is just a dream.” That’s why we spend so much time on brand strategy: to give you the framework you need to put your vision into action. Today on the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva walks you through her three-step process to streamline your brand strategy. In This Episode: Why having a process to work through your brand strategy is so important. How Katie has taken proven techniques from big business and translated them into success for emerging natural food brands. A common misunderstanding about what a brand is. Why a strong brand strategy is the key to standing out in a crowded market. How to DEFINE and REFINE your brand strategy inputs and outputs. How to ALIGN around a brand strategy by getting your whole team on the same page. What it looks like to ACTIVATE your brand strategy with specific integrated actions versus a collection of tactics. New on-demand content coming soon! What Katie means when she invites you to “shake up shopping carts.” Resources: Ep #45: The 5-Minute Food Business Brand Strategy Formula 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 Ep #90: My 2 Favorite Market Research Questions 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 

The 3-Step Brand Strategy Streamlined Process

One of the best things you can do for your brand is to talk to people. But how do you know if you’re asking the right questions to the right people? Today on the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva shares a trick she normally reserves for her 1-on-1 clients: the two best questions you can ask when you’re talking to current or potential customers. In This Episode: Why talking to consumers is so valuable for brands. How to create space for consumers to develop an honest response. Why asking open-ended questions is so important. Katie’s 2 favorite informal marketing research questions What kind of follow-up questions to ask when speaking with current or potential fans of your brand. Why asking consumers what they would change about your product or brand is so valuable. How to work with Katie 1-on-1. The dates for her final small group program of 2021 through the Food Finance Institute. Resources: 3 Day Building a Brand That Stands Out course Download Your Free Brand Strategy Checkup Book a 60-minute 1-on-1 Brand Strategy session with Katie Connect with Katie on Instagram 

My 2 Favorite Market Research Questions

Every time we take a leap—whether we fly to the level we want—we are strengthening our wings. But we don’t have to just wait and see what happens when we leap because it’s never good to feel like we’re stuck in mid-air for too long. The resources, tools, and people we surround ourselves with make an enormous difference in terms of how likely we are to fly to a new level. Today on the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva explains why now is the time to get started on brand strategy, and how a successful plan can help you go further than you ever thought possible when you test, learn, optimize and refine. In This Episode: Why moving forward in your business can feel like jumping off the high dive. A poem that has always stuck with Katie to push past fear of doing something new. Why brand strategy can guide your decisions you as you test and optimize your assumptions. Why Katie wants to connect with you on Instagram. How you can get in touch with Katie to review your brand checkup assessment. Resources: Podcast Ep #75: The 3 Pillars of a Successful Food Business: A Roundtable Conversation with Industry Experts The Brand Strategy Checkup Book a 60-minute 1-on-1 Brand Strategy session with Katie Connect with Katie on Instagram 

How to Get Past Feeling Stuck in Mid-Air

Developing your brand strategy helps you get clear about how you can stand apart in your category and reach the people you need to speak to in order to grow. But when should you do this work? Today on the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva illustrates why the best time to get started on your brand strategy is right now, and how this work has made a difference for her clients no matter where they are in their food business journey whether starting up, optimizing or scaling up. In This Episode: Why now is always a good time to work on your brand strategy. How some businesses are able to grow before they have a documented brand strategy. Why it’s so important to get started on your brand strategy. How brand strategy can guide decisions for a brand from starting up to scaling up. Why food and bev businesses looking to optimize and/or grow should look to their brand strategy. How brand strategy can help you when you’re working to reach your business goals. Resources: Podcast Ep #86: Developing Your Food Brand’s Growth Hypothesis with Elliot Begoun Podcast Ep #87: 3 Things That Brand Strategy Does NOT Cover Real Food Brands Marketing Roundtable Facebook Group Connect with Katie on Instagram Get Your Free Brand Strategy Checkup 

When Is the Right Time for Brand Strategy?

A potential client once asked a really good question as he was reviewing his proposal from Katie: what is not included in the scope of the brand strategy work we will be doing together? Not only is this is a great way to be clear with collaboration in an area of your business that you are less knowledgeable about, but it also helps you understand more precisely what something is by defining what it is not. Today on the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva explains 3 things that brand strategy does NOT cover. In This Episode: A question a prospective client asked Katie that she finds helpful for any collaboration. Why knowing what something is not helps you better understand what it is. Why brand strategy is not an in-depth business plan. The other business decisions you need to make outside of your brand strategy. Why brand strategy informs graphic design, copywriting, and marketing strategy. How brand strategy helps in these areas of your business. Why brand strategy is not a feasibility study. Why every brand needs to learn and change over time. How to work with Katie on your brand strategy. Resources: Podcast Ep #45: The 5-Minute Food Business Brand Strategy Formula Podcast Ep #86: Developing Your Food Brand’s Growth Hypothesis with Elliot Begoun Real Food Brands Marketing Roundtable Facebook Group Connect with Katie on Instagram Get Your Free Brand Strategy Checkup 

3 Things That Brand Strategy Does NOT Cover

When you start a business, there can be a lot of pressure to find instant success and rapid growth. The truth is, however, that you can build sustainable long-term success without needing to be the next unicorn brand. Today on the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva is talking to Elliot Begoun, founder of TIG, formerly known as The Intertwine Group. In this episode, we’ll talk about why some food businesses succeed and others fail, and why there is power in thinking about being a tardigrade, not a unicorn. In This Episode: How Elliot got started in the natural products industry. How to develop a growth hypothesis. How your consumers make purchasing decisions. What the “Valley of Death” is and how to avoid it. The difference between an evolutionary brand and a revolutionary brand. Why the most important thing for growth-stage businesses is efficiency. Why you don’t need to be a unicorn to find success. What Elliot means when he talks about Tardigrades. Resources: TIG Brands The TIG Talks Podcast Follow Elliot on Twitter The Hirschberg Entrepreneurship Institute Wondering what a tardigrade is? Real Food Brands Marketing Roundtable Facebook Group Connect with Katie on Instagram Get Your Free Brand Strategy Checkup 

Developing Your Food Brand’s Growth Hypothesis with Elliot Begoun

How can you get the right people excited to try your products, know what to expect, intrigue them to think about how else they can use it, AND be excited to part with their money to get their hands on what you’re selling? It’s a simple answer that applies to every food and beverage business in some way, yet many emerging brands don’t spend enough time on -- appetite appeal. Today on the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva explains why being intentional about appetite appeal is important and how to use it for your brand. In This Episode: What brand strategy is and how to use it to make your brand stand out. Why visuals are so important for your brand, even though your brand is more than your logo. What we mean when we talk about “appetite appeal.” How to get people excited to taste your products. What appetite appeal looks like when it’s done well. How to start thinking about what you want, specifically, from your visuals. How user-generated content can help. Words you can use to activate the senses. How to learn more about Katie’s future Mastermind groups. Resources: Podcast Ep #80: 4 Ways to Improve Efficiency and Drive Value Using Lean Principles with Alan Goodman Real Food Brands Marketing Roundtable Facebook Group Connect with Katie on Instagram Connect with Katie on LinkedIn Get Your Free Brand Strategy Checkup 

How Well Does Your Food Brand Use Appetite Appeal?

When you’re working on marketing and promoting your food business day in and day out, it’s normal to start to feel like you’re repeating yourself and to worry that you may sound boring. However, consistency is a vital part of building a strong brand. Today on the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva explains why consistency is such a crucial component of a successful brand strategy. In This Episode: What Katie has learned in 3 years of consistently recording this podcast. Why consistency is one of the best tools in your brand strategy toolbox. How to get started with brand strategy. Why it’s normal to worry about being boring when you’re really brand building. What you need to keep in mind about how often your audience sees your messaging. Examples of companies that bring their brands to life in a consistent way. How to do a One Room Test to see how cohesive your brand is today and how to address inconsistencies you find. Resources: NEW! 3 Day Live Small Group Program Podcast Ep #64: [Brand Strategy Series] Setting Your Food Business Apart Step 1: The Competitive Snapshot Podcast Ep #65: [Brand Strategy Series] Setting Your Food Business Apart Step 2: Identifying Your Ideal Consumer Podcast Ep #66: [Brand Strategy Series] Setting Your Food Business Apart Step 3: Company Strategy Real Food Brands Marketing Roundtable Facebook Group Connect with Katie on Instagram Get Your Free Brand Strategy Checkup 

Why Being Consistent Isn't Boring... It's Brand Building!

An old saying in Marketing is “don’t talk about features, talk about benefits.” And while many of us nod our heads in agreement, the truth is that you need to understand both, and many business owners and marketers don’t know how to get started and put that advice into action to build a strong brand. Today on the Real Food Brands Marketing Podcast, host and Food & Bev Brand Strategist Katie Mleziva explains the difference between features and benefits and walks you through two exercises to use this concept to create a brand that will resonate with consumers. In This Episode: The difference between product features and consumer benefits. What questions to ask to help you differentiate between the two and why both are important to identify. Why emotional benefits are so important when trying to stand out and connect with consumers. How to make choosing your brand easy. The different types of benefits presented in the Bain Elements of Value Pyramid. How to use the Consumer Benefits Ladder to shape your brand messaging. Resources: NEW! 3 Day Live Small Group Program Podcast Ep #56: Meeting Consumer Needs – What Are You Really Selling? Podcast Ep #74: From a Good Product to a Great Brand Real Food Brands Marketing Roundtable Facebook Group Connect with Katie on Instagram Get Your Free Brand Strategy Checkup 

Understanding the Difference Between Features & Benefits

In Part 1 of this two-part series on Amazon you learned how SEO and search terms work on Amazon, and in Part 2 we’re continuing the conversation about using that information to create advertising campaigns on Amazon that convert and how to get the data that will help you optimize over time. For part two of our Amazon Series on the Real Food Brands Marketing Podcast, host and Food & Bev Brand Strategist Katie Mleziva is back with Shannon Roddy, Amazon Expert, founder of Marketplace Seller Courses, and creator of the Amazon Brand Success Academy. In this episode, we’ll go over how advertising on Amazon is different than it is on other platforms, and how to get the most out of your investment. In This Episode: How advertising on Amazon is different from advertising on other platforms. Why advertising on Amazon is an investment and how to make it pay off. Why it’s dangerous to lean on too many keywords. The ideal structure for an Amazon advertising campaign. Why you should think of advertising like real estate. How to treat branded terms versus generic terms. The pros and cons of an automatic campaign. How to separate your campaigns to get better data. Common Amazon advertising mistakes to avoid. Resources: Ep #47: Amazon Success Strategies for Food Businesses with Shannon Roddy Ep #81: How to Use SEO Keywords to Get Found with Shannon Roddy Amazon SEO Keyword Research Preparation (this is the download Shannon mentioned) Free Webinar: How to Successfully Launch, Grow & Protect Your Brand on Amazon Jungle Scout TeikaMetrics Real Food Brands Marketing Roundtable Facebook Group Connect with Katie on Instagram Get Your Free Brand Strategy Checkup 

Amazon Tips for Food Businesses Part 2: Optimizing Your Amazon Advertising with Shannon Roddy

Amazon is a growth channel for many food and beverage brands, but how do you stand out in the sea of options? And how do you improve the chances that your brand will show up in searches that will actually convert to sales? In this episode of the Real Food Brands Marketing Podcast, host and Food & Bev Brand Strategist Katie Mleziva talks with Shannon Roddy, Amazon Expert, founder of Marketplace Seller Courses, and creator of the Amazon Brand Success Academy. Together they cover why keywords are such an important part of your SEO strategy on Amazon as a food business, and how to get started. In This Episode: The three-step Amazon Flywheel process for continually improving your Amazon listings. Why SEO keyword research is so important to understand. Why it’s so beneficial to get in the top three results on Amazon. How to get started with keyword research for your food business. Why it’s worth the time to find specific long-tail keywords for your brand. Why using general keywords can actually hurt your product’s listings. How Amazon SEO is different than Google SEO. What you can do today to get starting thinking about SEO for Amazon. Resources: Ep #47: Amazon Success Strategies for Food Businesses with Shannon Roddy Ep #80: 4 Ways to Improve Efficiency and Drive Value Using Lean Principles with Alan Goodman Amazon SEO Keyword Research Preparation (this is the download Shannon mentioned) Free Webinar: How to Successfully Launch, Grow & Protect Your Brand on Amazon Cerebro Amazon keyword research tool by Helium10 Good to Great: Why Some Companies Make the Leap and Others Don't by Jim Collins Real Food Brands Marketing Roundtable Facebook Group Connect with Katie on Instagram Get Your Free Brand Strategy Checkup 

Amazon Tips for Food Businesses Part 1: How to Use SEO Keywords to Get Found with Shannon Roddy

Looking for ways grow your natural foods or beverage business? Find actionable tips and insights from industry experts regarding why building a strong brand strategy matters not only to connect with your ideal audience but also when building relationships with external stakeholders like buyers, suppliers and investors. Continue the conversation by joining the Real Food Brands Marketing Round Table group on Facebook! Brought to you by Real Food Brands (www.RealFoodBrands.com) and hosted by Katie Mleziva.

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Real Food Brands Marketing Podcast

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