Your food brand story is a key part of your product’s brand identity, but it can be difficult to get your message across to your future customers. Here are eight tips to keep in mind when writing your food branding story.
What does your consumer want?
When deciding to tell your brand story (what is a brand story?), it’s time to tap into which aspects resonate with your customer base.
Not everything you do will be interesting or relatable to them, so it’s important to not get carried away including every detail.
Narrow your focus to the elements of your brand that will resonate with them.
The people behind the product.
When writing your food brand story, it’s important to think about the people behind the product that the customer is holding in their hands.
Whether it is the producers who crafted the raw ingredients, the chefs who fine-tuned the recipe or the people who inspired the product, they are all important to customers who are investigating your brand’s heritage.
Keep it simple.
A common mistake in brand storytelling is trying to say too much. It’s better to tell a simple story well than to bombard the reader with a confusing volume of tales. Try to focus on one person, problem or topic at a time.
You’re only human, and that’s important.
You’re not Heinz or Coca-Cola or KFC. And this is a good thing because those brands spend millions trying to convince their customers that they’re not a giant faceless corporation!
Being a small artisan producer is an asset, offering your customers transparency and relatability.
This is your time to draw back the curtain and showcase the real faces behind your brand.
The Honey Makers.
Part of our creative work with the Honey Makers team involved weaving their brand story into the creative.
We’re emotional spenders.
A great story triggers a biological response. A successful brand story grabs attention, elicits emotion and engages people, giving them a connection to your product. This is why brands use storytelling to build connections to their customer base.
Not everything will fit on the label.
Your food brand story is important, but might not initially be the most important aspect to the consumer.
Space on food labelling is at a premium and the key information about your product has to take priority.
Use your website or PR materials to explore your brand story in full.
Be consistent
Think of your brand story as canon – you can’t chop and change it as you go on. Stick to the facts about how your product was conceived and don’t be tempted to embellish the truth. You’re more than likely to be caught out, calling in to question the authenticity of your product.
Look to the future
Where do you hope to be in five years’ time? How about 10? As well as talking about your origins, your food branding story is an opportunity to discuss your hopes and aspirations for the brand. It’s an insight into why you do what you do, and what the next step is.
If you’re excited to get to work building your own food branding story, don’t forget to check out our other posts on the topic!
