Brand Start Goes Healthy - Brand Development for Better-for-You Food and Beverage CPG Podcast

Pricklee is a healthy beverage drink made from cactus water.

It's a CPG brand started by two friends who hustled to learn the complexities of starting, running, and growing a healthy beverage product.

Listen to Kun Yang's story on how they overcame challenges, built a brand that resonated with the market, win an investment from Shark Tank, and hit one million dollar in sales.

Learn more about them at www.pricklee.com.

P.S. We help better-for-you food and beverage CPG brands stand out, appeal to customers, and drive product trials through brand development. If you need help, visit www.thevineyardbc.com/talk.

Brand Name is one of the most important facets of any brand and yet it is also one of the most difficult brand assets to pin down. It requires both art and science, a structured process, a myriad of techniques, and a legal support to achieve the best possible name that strategically fits your business.

Rob Myerson, a professional namer for more than 15 years, a brand strategist, and author of the book Brand Naming, joins Leonard to discuss key principles and tactics that make up a great brand name. He shares specialized knowledge, examples, and specific steps that can help you and your team overcome obstacles in naming a business, a product, or a service.

Learn more about Rob at https://robmeyerson.com/ and https://www.domestika.org/en/robmeyerson

Brand Start is produced by The Vineyard, the brand development company for the healthy food and beverage industry. For more information, visit www.thevineyardbc.com.

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To build a global brand is a herculean task. While brand development is at the core and an integral part of it, it requires several phases and strategic considerations to move from a local, to national, and then international presence.

Matt Davies, a brand strategy consultant, joins Leonard for an expanded discussion of how you bring your company to a global scale with focus on the management of meaning and the operational intricacies that need to be streamlined. It starts by asking big brand questions –

1) Why do you exist beyond making money?

2) Who do you serve and why should they care?

3) How do you show up to them in a relevant way?

4) What is your offering and proposition?

This episode is jampacked and you should listen to this if you want to learn a detailed, phase by phase, and structured approach on global branding and the various nuances within the brand development process that you need to consider if you are planning to scale your company internationally.

Learn more about Matt at www.mrmattdavies.me.

Brand Start is produced by The Vineyard, the brand development company for the healthy food and beverage industry. For more information, visit www.thevineyardbc.com.

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Leonard and Anneli dive deep on the complexities of brand strategy and why people buy and patronize products or services that are not necessarily the best in their categories. Have you ever felt deeply connected with a company? If yes, that is a by-product of an effective brand strategy.

Anneli Hanson is a long-time brand strategist, an educreator, a coach at The Futur, and the founder of Happy Islands, which is a branding firm based in Sweden. In this episode, she shares many insights on how companies can leverage brand strategy, the starting point in building brands, achieving clarity of who you are and how to stand out in the sea of same, and reaching greater success for your business through branding.

If you are an entrepreneur, a C-suite or creative professional, a marketing and brand practitioner, you should listen to this if you want to learn strategic and tactical knowledge on branding and the structures that go with it.

Learn more about Anneli at www.instagram.com/theannelihanson.

Brand Start is produced by The Vineyard, the brand development company for the healthy food and beverage industry. For more information, visit www.thevineyardbc.com.

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Personal Branding is your market persona. It is the effort that you do to build a reputation on how you want others to perceive you. But why does it matter for you to have a personal brand? Shouldn’t you just focus in building a brand for your business?

One key principle is that people buy from people. Whether you are an entrepreneur who is the face of your business or a key representative of your company, leveraging your personal brand can lead you to more opportunities and can make your corporate brand even more effective. The question is – how do you link personal branding with the branding of your business?

Rosie Chong, a personal branding expert, joins Leonard to discuss this in detail starting with what personal branding is, its importance for anyone who want to create better opportunities, some tactical tips, and insights in effectively strategizing for your personal brand.

Rosie is an active LinkedIn influencer who works in a creative agency while helping some clients build their personal brands. Learn more about her at www.linkedin.com/in/rosielchong/.

Brand Start is produced by The Vineyard, the brand development company for the healthy food and beverage industry. For more information, visit www.thevineyardbc.com.

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Internal Branding is the process of being clear about who you are and defining who you want to be as a brand. Juxtaposed to it is being intentional about building the right culture, which is a way of bringing your internal branding to life.

In this episode, Michael Sonbert, founder of Rebel Culture, talks to Leonard as they both discuss the real impact of not having a firm internal brand and the danger of creating an uninspiring and confusing culture. If you are interested to learn key insights and tactical tips on how you can improve your internal branding and make culture work to your advantage, you wouldn’t want to miss this conversation.

Rebel Culture is a company based in New York that helps business leaders create massive culture change in their organizations. Learn more about them at https://www.rebelculture.com.

Brand Start is produced by The Vineyard, the brand development company for the healthy food and beverage industry. For more information, visit www.thevineyardbc.com.

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Story is a powerful way to relate to your customers, to convey experiences, to influence them, to build a thriving brand, and even to impact the world.

Helena Merschdorf, co-founder of Tales Consulting, sits down with Leonard to discuss the art of storytelling and how businesses can harp on the power of stories to build their brands. Learn about the importance of crafting your brand story strategically and telling it with the proper approach to maximize effectivity. Trust us when we say, you’re in for a treat in this episode with many relevant insights and tactical tips so get your pen and paper ready to take some notes.

Tales Consulting is a story-driven content marketing firm based in New Zealand that help tech brands attract better leads through brand storytelling. Learn more about them at https://www.tales.co.nz.

Brand Start is produced by The Vineyard, the brand development company for the healthy food and beverage industry. For more information, visit www.thevineyardbc.com.

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If the brand you are building is no longer relevant or is stuck, rebranding can be a powerful tool to reexamine the path that your business should be taking and revisiting who your brand really is.

Kim Poxon, rebranding specialist and founder of KRNL, joined Leonard to probe deeper the importance of rebranding, how it must be done, and why it is a powerful strategy for businesses who cannot move the needle forward with their brand-building journey.

KRNL is a strategic branding and design agency based in San Francisco helping plant-based and sustainable brands to go from local to regional scope through rebranding. Learn more about them at https://www.krnl.agency or follow Kim on LinkedIn at https://www.linkedin.com/in/kimpoxon/.

Brand Start is produced by The Vineyard, the brand development company for the healthy food and beverage industry. For more information, visit www.thevineyardbc.com.

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Much has been said about branding. But what is it really?

In this pilot episode for Brand Start’s special branding series, Martin Zarian, co-founder and lead strategist of Factory 39, talks to Leonard about what branding is and what it isn’t, its key principles and components, how branding impacts businesses, and why it can be a vehicle to help change the world.

Factory 39 is a branding firm based in Cyprus and London helping companies engineer brands that drive business growth. Learn more about them at https://factory39.io or follow Martin at https://www.linkedin.com/in/martinzarian/.

Brand Start is produced by The Vineyard, the brand development company for the healthy food and beverage industry. For more information, visit www.thevineyardbc.com.

Follow Leonard Grape on LinkedIn and Instagram.

Rebecca has a very decorated background with a master’s degree from Harvard and working in a multi-national consulting firm for many years. She left her corporate career to build a brand that aims to help migrant workers and unbanked people send money overseas more easily and more affordably.

In this Brand Start episode, she tells her story of finding her north star and starting her company called Tang App, a fintech app which is on a mission to build a brand that solves the problem of global financial exclusion. She shares what it really is like to create a fintech company from scratch, pursue an intimidating global vision for your brand, run a multi-cultural and international team, and scale a business.

Listen to this episode to learn:

✅ Why You Should Solve a Problem that You Care About

✅ Power of Mindset and Vision to Pursue a Global Mission

✅ Tactical Steps in Building a FinTech App

✅ Effectively Managing a Multi-Cultural and International Team

✅ Best Practices in Growing and Scaling a Business

For more information on Tang App, follow them on Facebook www.facebook.com/tangapp.ph or visit their website www.tangapp.org

Rocket Fuel, was written by Gino Wickman and Mark C. Winters the book mentioned by Rebecca in the episode.

Brand Start is produced by The Vineyard Brand Consultancy. If you have any comments or questions or if you need help and support with branding, communications campaign, and design visit www.thevineyardbc.com to schedule a free brand call and learn about how we can help you grow your brand.