Starting a brand in the natural CPG industry is about more than just launching products—it’s about creating a legacy that resonates in the hearts and minds of consumers all while making the world a better place. A strong brand (ideally) manifests the founders’ vision, values, and voice, while becoming a beacon that draws in like-minded individuals.
Many of the most successful companies in the CPG space began with an understanding of what a brand represents—an emblem of trust, assurance of quality, and a narrative inviting customers into a unique experience. Let’s explore the process of brand building that not only stands out but also stands the test of time.
A brand is essentially a promise, a commitment you make to your customers. It represents perceptions and emotions associated with your product, combined with the actual performance.
Building a brand starts with a purpose; your idealistic statement about how your brand makes the world a better place. Your brand’s purpose answers the crucial question of "why" your brand exists beyond making a profit. This purpose is your brand’s heartbeat and filter for every decision, driving every aspect of your business from product development to customer service. It’s about the impact you aim to have on customers and the world, and what motivates you to wake up every day and push forward.
Take Patagonia as an example. Their purpose isn’t just to sell outdoor clothing and gear; it’s to inspire and implement solutions to the environmental crisis. This purpose drives every product they create and the sustainable practices they employ, making them a favorite among environmentally conscious consumers.
Once you understand your 'why,' your direction becomes clearer, leading us to the concept of vision.
As a founder, ask yourself where do you see your brand in one, five, or twenty years? This vision isn’t just a placeholder in your business plan; it’s the guiding star for all your strategic decisions.
Consider a vision statement from Whole Foods Market, a leader in natural grocery: “To be the best food retailer on the planet, offering the finest natural and organic foods available while sustaining the health of both people and the planet. Whole Foods aims not only to offer products but also to promote an eco-friendly and healthy lifestyle, aligning with the expectations of its customers, who prioritize these values. This clear and compelling vision guides their strategic initiatives and inspires loyalty and advocacy among their customers.
A brand's mission answers the question: "How does our brand achieve its vision and purpose?” and “ How are we solving problems of our customers?"
This is where your brand connects with the consumer on a practical and emotional level, providing clear answers to their needs and desires. It details the actions, goals, and strategies a brand employs to solve specific problems and deliver value to its customers. The mission statement focuses on the practical execution of the brand's overarching vision and the realization of its purpose.
A well-crafted mission statement is essential, acting as a bridge between your brand’s vision and the everyday impact on your customers. It specifies what problems you are addressing and how your solutions improve customer lives.
Consider TOMS mission "To improve lives through business." This mission reflects their commitment to using their business as a force for good and answers how TOMS achieves its vision of a better future by directly addressing the problem of poverty and lack of access to basic necessities like footwear.
Your brand values are reflected in every product you offer. They are not just features, they embody what you stand for. The values that underpin a brand often originate from the beliefs and convictions of its founder, and these are reflected in the attributes of the products offered.
Do you value convenience? If so, you would likely aim to introduce a product to the market that simplifies everyday tasks for your customers, making their lives easier and more efficient.
Take the case of Dr. Bronner’s, a brand renowned for its organic and fair-trade soap products. The founder's commitment to social and environmental responsibility is reflected in every aspect of their product line. From using organic ingredients to ensuring fair labor practices, the product attributes are a direct manifestation of the founder's ethical values. This alignment creates a strong brand identity that appeals to consumers who prioritize ethical consumption, thereby fostering a loyal customer base that values transparency and integrity in the products they choose to support.
Naming your brand is a blend of art and science. It should be easy to pronounce and remember, yet meaningful enough to resonate with your audience. Your name is the first step in the storytelling process.
The visual identity of a brand goes beyond aesthetics. It’s about how your brand feels to the consumer. The colors, fonts, and design elements should align with the emotions you want to evoke. A consistent and appealing visual strategy helps solidify your presence in the market and in the minds of your customers.
In conclusion, building a brand isn’t just about having a great product or a catchy name; it’s about weaving a rich tapestry of stories, values, and visions into a cohesive narrative that speaks directly to the heart of your audience. Remember, a successful brand is one that continually adapts and grows with its consumers, always striving to make their lives better.