The food industry is saturated with new and emerging food brands and startups, leaving consumers with many options. To be successful, your brands must focus on strengthening your image and product. The first step is to identify your brand’s mission, targeted audience (customers), and unique selling points (uniqueness). Consider the packaging, and production style of your product and how these factors impact customer behaviour to decide purchase from your brand.
There’s 3 key benefits to highlight for brand loyalty you can follow, here’s how:
1) Social Benefits
The reputation of a customer in a customer social circle is determined by their brand consumption, which reflects their lifestyle and values. Customers are now seeking brands that align with their values and social interests, including sustainability and sense of belonging.
2) Emotional Benefits
If customers relate to a brand’s message, story or personality in an emotional way, the sense of connection it creates can help drive them to take action.
How does your product make the customer feel? What is their usage experience? For example, it could build self-esteem, encourage growth, “feel-good”, etc.
Nike’s marketing strategy often focuses on storytelling and evoking emotions rather than promoting specific products. Their campaigns are carefully crafted to inspire and motivate viewers to believe that with determination, anyone can overcome challenges and achieve success. The narrative emphasises the message of becoming a winner.
3) Functional Benefits
Even if you thoroughly own a differentiated functional benefit, pushing further can only help you in the long run. Instead of replacing a functional benefit, an emotional benefit can reinforce its effect. In fact, it’s near impossible to find a functional benefit that does not eventually ignite an emotional reward. Amazon Prime – delivery speed: Customers experience instant satisfaction and a feeling of power for getting something so quickly.
All in all, some customers are motivated by pleasure and, in that case, often require a large assortment of attributes in a product, whereas others are motivated by functional, meaning they require fewer, but more practical attributes. Knowing your customer and their needs and how your product can meet those needs makes all the difference when building a successful food brand.
