Delving into Brand Strategy with Expert Steve Redmond from Rival Brands

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With major turning points and important disruptions happening to the food and beverage industry, branding has become a key strategy startups have to implement in order to differentiate themselves in the market, and ensure cohesion and consistency between their products, story, and consumer. 

Supporting entrepreneurs in their journey of growth, Branchfood hosted its very first Ask an Expert session on Thursday 03/11/2021. Our guest speaker, Steve Redmond, was prepared to answer attendees’ questions about brand strategy: branding, naming, messaging, positioning, voice, and tone. 

Couldn’t make it to this session? Access the recording here for more particularized questions from the participants and more meticulous and thorough answers from Steve! 

About Steve Redmond

Steve Redmond is the Principal, Creative Director and Strategist at Rival Brands. With over 30 years of experience in the CPG and food and beverage space, he focuses on the application of strategy and creativity into design that is hell-bent on turning brands into category leaders. Steve recognizes the importance of putting the power of brand thinking into the hands of the business owner. He recently wrote and produced the branding workbook, “RIVAL UP! Your Brand: Grow Your Business by Understanding Your Brand Better.” that is currently being used as the LaunchVermont branding curriculum. 

Main points of discussion

  • Differentiation in a saturated market 

  • The difference between Marketing and Branding

  • Alignment of branding with company goals

Main takeaways

How can I differentiate myself in a saturated market?

  • Add one new feature/benefit to your differentiators stack. It doesn’t need to be ‘being better than others’, but rather something that doesn’t have as many competitors in this particular field. 

  • Cut through the clutter through volume and quality of engagement, marketing strategies, and continuous refinement of your product. 

What is the difference between Marketing and Branding?

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Does Marketing or Branding come first?

  • Marketing and Branding almost always intertwine, there is no real answer for that, since they can depend on each other.

  • Branding your product before branding your company is a common mistake made by startup entrepreneurs. The company brand should always come first. Determine the brand platform and architecture that is best suited for the product or products you will be launching. - Key Word: Brand Architecture.

When deciding on a branding agency, which questions should I ask?

  • Ask about their process for the project you are asking them to do for you.

  • Ask to see case studies featuring their previous work. Are they up to your standards? Is this what you are looking for? 

  • Ask for testimonials from former customers. What were other entrepreneurs' thoughts on their  work with this branding agency? Will you feel the same way? 

How is my branding affected as I try to sell in other geographic locations?

  • Understand your positioning and how your value proposition can change to meet your new customer.  

 
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"Anytime one of those things changes, pause and ask ‘How does this change affect the relationships in this framework?’ " - Steve Redmond

Stay on the lookout for new events just like this one! Register Here for our next Ask an Expert session.