BRANDING 101: HOW DOES YOUR BUSINESS BECOME A BRAND?
Seafood Expo North America
Date: March 16, 2015
Location: Boston Convention & Exhibition Center, Boston, MA
In the incredibly competitive food world, it's important to convey what makes you different—your special capabilities
and traits—so that potential customers can easily understand what sets you and your business, product or offering
apart from the competition. Generally, we think that brands are about marketing and advertising, and that they only
apply to big brands, “out there,” whereas the real material we use in defining and constructing our own brands stems
from our belief systems and our own psychology, whether we are working as individuals or as part of a larger business
A strong brand marries this deep exploration with objective analysis to come to market in a meaningful way, no matter
the size or type of the offering. This presentation is a primer on brand definition, where Beth will talk about major brands,
how they do it, and give guidance on how to define your brand within your market.
Strong and consistent brands ensure that your consumers come back to you again and again. You will come away thinking
like a brand strategist, and with some practical tools to use in looking at your own brand, whether you’re a brand manager for
a major food company, a chef, a restaurateur, or have just landed some shelf space at the local gourmet market.