Viper Marketing

What’s the Best Way to Brand Bread?

Author: Neil Wilkins

Neil learnt his marketing with the likes of Orange, NatWest, BP Castrol and Ordnance Survey and now helps individuals and businesses to communicate more effectively. He trains and mentors marketers on professional Chartered Institute of Marketing qualifications through to post-graduate level.

The best way to brand bread....?

Well if ever there was a punch line required.... 

So to start with you must understand that if you get this branding wrong then you are toast. But if you use your loaf to work this one out and don't roll over till you get it then you should be ok. 

First thing is to slice up the marketplace but don't spread yourself to thinly and whatever you decide, don't do it half baked.

Now for fear of these puns getting stale we should move on to actually answering the question.

I think the answer would be no different to any other form of consumer branding... understand the market/customer first.

What values and benefits are they seeking from the product and at what price?

What's the competition and how are they positioned?

What's the distribution and what are the margins?

What is the budget and place for promotion and how will it be measured?

From that audit you should have a clear position of what the customer wants and how much they'll pay for it.

You can then begin your branding exercise and create a 'wrapper' around the product that reflects the values they are prepared to pay for.... too much and they won't... too little and they will seek alternatives.

Then comes the fun part... the branding exercise to establish appropriate colour, texture, style, tone and feel; the fine details to reflect the above.

And to get to the best end result? Commission a branding expert to help you do it properly.

(thanks to Alastair Douglas for asking the question)

- Posted on Monday 17 May 2010 at 19:06 by Neil Wilkins

Tags: brand (20)