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Looking for ways grow your natural food 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 Kat ...
 
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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 o…
 
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 t…
 
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 expla…
 
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,…
 
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 …
 
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 Shanno…
 
On the path to build your brand, there are always new developments that force you to consider whether you should stay the course or make an adjustment. But how do you know when it’s time to make a pivot? And what can you do to make sure you stay aligned with your core brand strategy principles? This week on the Real Food Brands Marketing Podcast, h…
 
Ecommerce is one of the hottest topics in the food business. However, if you try to jump straight to tactics without thinking through your goals, you’re likely to run into trouble. Today on the Real Food Brands Marketing Podcast, host and Food & Bev Brand Strategist Katie Mleziva talks to Chelsea Jones and Rachel Saul, founders of Chelsea and Rache…
 
Social media is a powerful tool to learn about and connect with your consumers. But what are you doing with those insights? Are you using them to really inform and shape your brand strategy and brand activation? If your food business isn’t currently leveraging insights from social media, you may be wondering how you even get started? For this episo…
 
On February 5th, Katie is launching her new Brand Strategy Streamlined program, which provides content, coaching, and collaboration to define, align, and activate your brand strategy. It’s a combination of on-demand content you can move through at your own pace and live coaching and guidance to help you along the way. One of the key outcomes of a s…
 
Your consumer needs and company advantages are at the core and your brand strategy, but you need something to tie everything together into a unified front. You may hear it referred to as your Brand Essence, or Big Idea. It’s the singular idea or concept that you want to come to life and run throughout everything you do to bring your brand strategy …
 
In this special bonus episode of the Real Food Brands Marketing Podcast, host and Food & Beverage Brand Strategist Katie Mleziva sits down for a roundtable discussion with industry experts Alli Ball, of the Food Biz Wiz podcast, and Sarah Delevan, of the Good Food CFO podcast, to talk about the three pillars of a successful food business. You’ll he…
 
Brand Strategy can feel like a topic that is reserved for big food businesses more than emerging food businesses, but the concepts matter to brands of all sizes and make a big difference if you take the time to get clear about who your brand is at the core, who you serve and how you meet your consumers’ needs in a way your competitors can’t, or won…
 
It’s safe to say that no matter who you are or what your goals were for 2020, things probably didn’t quite go as planned. The critical thing to remember is that with everything that’s changed in 2020, there are also new opportunities we’re not seeing if we focus only on what didn’t go as planned. For our end-of-the-year episode of the Real Food Bra…
 
When it comes to Marketing Planning, Katie likes to say that 1+1=3. In other words, when all of your tactics are working together based on your marketing strategy, the whole is greater than the sum of its parts. This week on the Real Food Brands Marketing Podcast, host and Food & Bev Brand Strategist Katie Mleziva shares a three step process for ma…
 
Brand Strategy is the “North Star” to guide everything you do in your food business, but how do you actually go about using it in the day-to-day decision making that comes with leading a business? For this episode of the Real Food Brands Marketing Podcast, host and Food & Bev Brand Strategist Katie Mleziva sits down with Maria Capecelatro and Tom M…
 
Collaborating with a marketing agency can do a lot of good things for your brand, but you need to do some homework to make sure you find the right partner for your business, and then align them with your brand strategy. What you need is a creative brief, something that helps your potential partners know what you’re looking for and how they can knoc…
 
Sales is an important channel to bring your Brand Strategy to life and set you apart in a crowded market. But how do you put on your sales hat and adapt your Brand Strategy specifically to a conversation with buyers? And what goes into a successful sales pitch? This week on the Real Food Brands Marketing Podcast, host and Food & Bev Brand Strategis…
 
When most people think of marketing, they think about promotion—pushing out your message to people and hoping they’ll decide to buy. But who wants to be “marketed” to anymore? Instead, what if we thought of marketing as connecting? For this week’s Real Food Brands Marketing Podcast, host and Food & Beverage Brand Strategist Katie Mleziva lays out a…
 
Now that we’ve reviewed how to create a brand strategy in the past 3 episodes, hopefully you are excited to put those ideas into action! As you work to bring your brand strategy to life and move into the brand strategy activation phase, however, there are a few common mistakes you can avoid by learning from other emerging food brands. This week for…
 
During this three-part Brand Strategy series, we’ve covered competitors and customers, so now it’s time to look at the final C: Company. This is where we put together all of our inputs and start to look at outputs. Get specific about these components of company strategy, and you’ll figure out how to really set your brand apart. Today on the Real Fo…
 
Figuring out your core consumers, aka the biggest fans of your brand, can be one of the hardest parts about building a food or beverage business, but it’s critical to your success. Luckily, there’s a tool to help you get specific about what you want to do: an ideal consumer profile. Today on the Real Food Brands Marketing Podcast, host and Food & B…
 
We talk a lot about how Brand Strategy is the North Star for your food business that helps you align your team and guide them in the right direction towards your Purpose & Vision. And while we already have some great episodes devoted to the topic (see below for links), we wanted to put everything together in one place to really walk you through eac…
 
As Katie likes to say, “your Brand Strategy is how you’ll meet your consumer’s needs in a way your competitors can’t, or won’t, in order to set your brand apart.” When the front and back end of your business is integrated and aligned around your “North Star,” every resource you put behind your brand is so much more efficient and effective. When it …
 
People need to be aware of your food brand if it’s going to get from the shelf into their shopping carts. But how do you get people talking about your brand? Today on the Real Food Brands Marketing Podcast, host and Food & Bev Brand Strategist Katie Mleziva sits down with Nikki Nardick, Founder of Knack PR, to discuss how to connect with media outl…
 
In this episode of the Real Food Brands Podcast, host and Natural Food Brand Strategist Katie Mleziva shares a story that highlights why sometimes you need to just put in the work and watch out for shortcuts, what might happen when you change directions, and why you shouldn’t be afraid to ask for help. In This Episode: How races are won and lost on…
 
Every food business should be thinking about an integrated marketing plan that pulls all of your marketing efforts together into one coordinated strategy working towards one set of goals. Implementation of tactics just won’t be as effective if you don’t know who want to reach or what you want to say. Plus, it will be harder to measure what success …
 
Whether you lead a team of one or one hundred, it’s critical to think about your role as a leader and how you’re going to lead based on your values. For our guest today, that comes down to having the courage to acknowledge past mistakes and use them to learn and grow. Today on the Real Food Brands Podcast, host and Food & Bev Brand Strategist Katie…
 
We use a lot of different terms to describe the groups of people who buy our products and love our brands (tribes, consumer groups, personas, end users...) but at the end of the day they are each real people and we want to get to know them as much as possible so we can create products that truly solve their problems and bring them joy. But how do y…
 
When your financials aren’t in order, you tend to spend more time thinking about money. How much money is in the bank right now? Can we pay the team? Can we make this investment? There’s a belief that when cash flow and profits aren’t where we need them to be, the solution is to just work harder and sell more. However, there’s a lot you can do outs…
 
Consumers need us more than ever. As their needs are changing to adapt to the "new norm,” they are building new routines and discovering new pain points that in turn create new opportunities for us to serve, support and delight. In this episode of the Real Food Brands Podcast, host and Natural Food Brand Strategist Katie Mleziva talks through the E…
 
People want to feel a sense of belonging. They like to be a part of something. Brands who tell a story that invites people in and offer a solution to a problem (versus just talking about themselves and what they offer) are more memorable, referable and create a sense of loyalty for all involved. Today on the Real Food Brands Podcast, host and food …
 
Your brand strategy serves as a “North Star” to align the front and back end of your business as you scale. But how do you know if what you’re doing is working? In this episode of the Real Food Brands Podcast, host and Brand Strategist Katie Mleziva goes over the difference between a product and a brand, the difference between a brand refresh and a…
 
Influencer marketing is a key strategy for growing food brands large and small, but how you go about finding influences and what you do once you’ve connected with them can vary widely based on your goals. For many of us, it can be hard to even know where to start. Today on the Real Food Brands Podcast, host and Brand Strategist Katie Mleziva gets a…
 
Having a well-defined brand strategy in place for your natural food company helps you clarify a message that resonates with your consumers, and makes stakeholders like buyers and investors to want to learn more. Today on the Real Food Brands Podcast, host and Brand Strategist Katie Mleziva talks to Maria Garcia Brennan and Pete Brennan, co-founders…
 
There’s so much that goes into developing and documenting the brand strategy for your food business, but if you want to pare it all down to the basics to define or refine your strategy in just a few minutes, this formula will help you get you started. Today on the Real Food Brands Podcast, host and Brand Strategist Katie Mleziva does just that, wit…
 
Figuring out how to compete in a new, or underdeveloped, food or beverage category is a challenge -- especially if you’re a disruptive natural foods business determined to shake things up! Today on the Real Food Brands Podcast, host and Brand Strategist Katie Mleziva takes us back to revisit a great episode with Amy Zitelman, Co-Founder and CEO of …
 
Do you ever feel like you’re starring in your very own David and Goliath story as you try to take on big brands for market share and shelf space? Today on the Real Food Brands Podcast, host and Brand Strategist Katie Mleziva has a conversation with Matt Parry, founder of the Good Crisp Company, the canister chip brand that has replaced Pringles on …
 
There are many different ways to grow your sales numbers. You can increase your market penetration, by going deeper within your existing market in order to reach new customers. You can focus on market expansion, moving into new geographical areas to find new people. Finally, you can increase buy rate, finding new ways for your existing customers to…
 
While optimism can get us far in the natural food business, you also need to spend some time thinking about what could go wrong. Planning for the worst-case scenario means that you can more confidently move forward with a positive outlook, knowing that you won’t get blindsided if things don’t go as planned. No matter what phase of business you’re i…
 
Recently many online gurus have been identifying email as the next big thing, but it has really never gone away. Social media still has its place, but ultimately, it’s something that you rent because they can completely change the game on you at any moment. Email is something you own—even with algorithms sorting you into different inboxes you can s…
 
Whether you’re just starting out or scaling your food or beverage business, there are so many things to do that you can’t possibly do them all (well) at the same time. The key is to figuring out how to prioritize so you can turn your laser-like focus into a competitive advantage. Today on the Real Food Brands Podcast, host and Brand Strategist Kati…
 
How Appetite Appeal Can Help Grow Your Brand On this episode of the Peppered Podcast, we will be discussing Appetite Appeal. Not only is this one of my favorite topics in food and beverage marketing, but it’s a critical component in growing brands. The LOVE of FOOD is one of the strongest human emotions. Food fantasies—anticipating that special mom…
 
One of the most frequently asked questions is how to scale a business into a national brand. The answer definitely requires more than one podcast episode, but today we have an opportunity to talk to a food company founder who has done it and hear the lessons he’s learned along the way. Today on the Real Food Brands Podcast, host and Brand Strategis…
 
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