Undoubtedly, food branding isn’t a new thing or buzz. We have been used to it for ages. For instance, if you can relate to the logo of brands like McDonald’s, Coca-Cola, Domino’s Pizza, Burger King, or Pepsi, bang on. You got it! However, in this blog post, you will learn about food branding, its basics, the different elements revolving around it, etc., with some examples.
First, decoding what is food branding
In simple words, the branding of a food product is called food branding. Basically, it is done to help customers easily identify new food brands and recognize them for making repeated purchases. This is from a customer’s stand pint. On the other hand, from the food company’s point of view, it is done to attract new potential leads, engage them, retain them, and convert them to loyal customers.
Creating a food brand for a food startup requires a complete understanding of what the target audience wants and prefers. Be it the look of the product, the packaging, the design, or the tagline, everything matters.
Why is it important?
Honestly, we’re no longer living in an era where food was a basic need. Today, food is easily accessible and widely affordable to most people. As people’s desires have evolved leaps and bounds all these years, we can see the changes in the dimensions of the industry and the notable increase in the number of food companies. For each of them to survive, they need distinguishing factors, and that’s where food branding plays a pivotal role.
Listed below are some competitive advantages for these companies when they use food branding effectively:
- Increased visibility, awareness, or recognition
- Develop trust and loyalty toward the brand or the company
- Growth in sales and revenue
- Increased CLTV (customer lifetime value)
- Increased market share
Major elements for creating a food brand identity: Branding 1-0-1
The brand identity of a food company is a blend of multiple things, like logo design, color, brand voice/tone, messaging, etc. Though the visual appeal is a major component of branding, with the dynamic changes over these decades, a lot more things like communication, messaging, touchpoint interaction, etc. have a greater influence on the customer’s brand recognition process in this food industry.
Listed below are the top five elements:
-
Brand logo
The first thing a customer notices about the brand is the logo. For example, if you consider Oreo cookies, their logo is truly iconic. However, it has changed many times to align with the customer’s expectations.
-
Packaging
Packaging food products is vital for all food manufacturers as it decides the fate of marketing and sales. It has to be attractive, enticing, and intriguing enough to make the purchase. Check out how Coca-Cola has modified its packaging.
-
Brand tone/voice
These aspects are directly proportional to the personality of the brand. From the brand’s tagline to website content to social media messaging, every piece of content must retain the same tone and voice to create the best impression in the customer’s minds. Certainly, this requires expertise, experience, and the latest technologies. Never mind, a food product development company can help you with this.
-
Photos or images
The alluring food images on the packaging, label cover, or advertisement are an important aspect when it comes to branding the food. The best example is Domino’s or Pizza Hut. The way they show the pizzas really tempts the audience.
Now, tell us, aren’t you tempted? Of course, anyone will. This proves how important food photography is in branding!
-
Brand font/color
Choosing the right font, typeface, color, etc. ensures the brand has an upper hand while influencing a customer’s emotions and feelings.
Look how the colors of this ‘Kitchen’ food brand are changing the mood and feelings of the observers.
Wait…! All these elements we have seen until now are just ‘Food branding 1-0-1’. In advanced branding, these elements take the back seat and other components come into play and help deliver the true essence of the food product. Stay tuned for our next blog post on advanced food branding!
Conclusion
We hope this blog educated you about what is food branding and what are the various elements of it. So, if you’re an entrepreneur working on your startup, it is high time that you focus on creating your unique brand identity. From refining your logos to creating new labels, from all-new packaging designs to implementing fool-proof branding strategies, here we are! To support your growth!
FUBIZO is a food product development services company that helps various food entrepreneurs and their food startups develop new products, create their food brands, and scale up drastically with a minimum turnaround time.
