Explore every episode of the podcast Food Business Marketing | Strategy and Planning Tips to Build Real Food Brands
| Title | Pub. Date | Duration | |
|---|---|---|---|
| 129. Too Busy for Marketing? 3 Steps to Create On-Brand Content Faster | 25 Apr 2025 | 00:13:18 | |
When you’re running a food business, marketing can easily fall to the bottom of your list—especially during busy seasons. But consistency matters, and your brand strategy can be the lifeline that helps you stay visible without starting from scratch. In this episode, I share a 3-step approach to creating aligned content faster, so you can stay consistent, show up with purpose, and avoid the overwhelm. In this episode, you’ll learn:
Mentioned Episodes a) 123. Organizing All Your Ideas to Build a Cohesive Brand (Food Brand Strategy Blueprint Part 2) b) 3 Steps to a More Effective Food Marketing Plan c) Meeting Consumers' Needs - What Are You REALLY selling? Resources IG: @realfoodbrands LI: let's connect! Thanks for listening, now let's go shake up shopping carts! Katie Mleziva Host & Food Brand Strategist | |||
| 128. The Real Story Behind a Good Brand Story | 17 Apr 2025 | 00:10:20 | |
If you’ve ever felt unsure about how to tell a compelling brand story, you’re not alone—and there's good news! You might just be starting in the wrong place. In this episode, I share the story behind crafting a meaningful and memorable brand story. That includes why your brand story should support your strategy—not come before it. You’ll learn how to use the 3Cs framework (Company, Competitors, and Consumers...in that order!) to uncover meaningful insights that make your brand story stand out and connect. Tune in to discover:
Whether you’re writing your story for the first time or refining what you've been using so far, this episode will help you write a story that inspires action and loyalty. Let's go shake up shopping carts! Katie Mleziva Brand Strategy Resources: 122. Start Standing Out With These 4 Steps (Food Brand Strategy Blueprint Part 1) 123. Organizing All Your Ideas to Build a Cohesive Brand (Food Brand Strategy Blueprint Part 2) 124. Unlock Your Food Brand’s Full Potential (Food Brand Strategy Blueprint Part 3)RealFoodBrands.com IG: @realfoodbrands LI: let's connect! | |||
| 127. Looking for Your Competitive Advantage? Start With Strategy | 10 Apr 2025 | 00:11:43 | |
If you want to stand out in a crowded market, attract the right people, lead your team, and build your food business with confidence, it all starts with strategy. In this episode, host Katie Mleziva shares why brand strategy isn’t just for big brands with big budgets—it’s how smaller, purpose-driven food businesses gain a real competitive edge to scale. Whether you're updating your packaging, pitching to retailers, or working to gain clarity about where you want to take your business, your brand strategy is the foundation that serves as your guide and your glue to tie it all together. In fact, a well-defined brand strategy can be a competitive advantage because most smaller brands don't take the time or know how to do the work and end up blending in to the sea of sameness. You’ll learn:
If you’re tired of second-guessing your brand positioning or feeling stuck when people ask what makes you different, this episode is your pep talk and practical starting point. ✨ Ready to stop spinning and start leading your brand with clarity? Learn more about doing a Brand Audit with Katie. | |||
| 126. Running In Circles? The Power of a Fresh Perspective | 02 Apr 2025 | 00:09:16 | |
Have you ever felt like you’re doing all the things—but still not making progress...like you're just running in circles? In this short and lighter episode, I share a personal (and slightly ridiculous) real-life story that turned into a powerful reminder: sometimes the answer isn't about pushing through—it's about finding a way to shift your perspective. Whether you're stuck on messaging, spinning on a new product idea, or just generally overwhelmed, this episode is a mindset reset for food business owners who need a new view to get moving again. 🎧 Tune in to hear: → Why doing more isn’t always the answer → Tips to gain a fresh perspective → What a porta-potty taught me about problem-solving (yes, really) → How a simple shift in direction can unlock clarity in your business and your brand strategy Clarity often starts with curiosity—and sometimes, all it takes is stepping to the side to get the fresh perspective you need. Want more support? Set up a Brand Audit Session to get personalized insights on how to strengthen and align your brand. Contact Me for more details. 🎧 Resources: Ep 61 - Lessons From an Uphill Climb Katie's Instagram - let's connect! Katie's LinkedIn - let's connect! Katie's Website Real Food Brands Brand Checkup Scorecard Real Food Brands Marketing Roundtable Facebook Group
Let's go Shake Up Shopping Carts! Katie Mleziva Food Brand Strategist | |||
| 125. 10 Quick and Easy Social Media Post Ideas for Food Businesses | 27 Mar 2025 | 00:15:17 | |
Does social media make you feel like getting social...or make you want to hide?! Social media can feel like a never-ending challenge when you’re running a food business. You know you need to post consistently and keep your content engaging, just like when you're talking with people in person. But sometimes, you just hit a wall (or a time crunch) when it comes to what to post. In this episode, I’m sharing 10 creative but practical social media post ideas to help you build a strong, authentic connection with your audience while staying aligned with your brand strategy. From behind-the-scenes stories to customer testimonials, and from quick recipes to expert tips, I’ll walk you through how to use each type to keep your content feeling exciting and intentional as you rotate through these topics. We’ll also dive into how to make the most of every post with actionable tips, so you can finally plan out your posts and make it something you look forward to. I want you to feel like getting social instead of feeling like hiding! Whether you’re just getting started or looking to refresh your approach, this episode offers you inspiration and actionable ideas you can use today. In this episode, you’ll learn:
✨ Which of these content ideas will you try first to boost your confidence and ease of posting on social media? Ready to shake up your social strategy? Let’s get started! Katie Mleziva RealFoodBrands.com @realfoodbrands | |||
| 124. Unlock Your Food Brand's Full Potential (Food Brand Strategy Blueprint Part 3) | 20 Mar 2025 | 00:12:30 | |
In the final episode of our 3-part series, we’re diving into activating your brand strategy so you can make your brand stand out, offer the right products and messages to the right people, motivate your team...and see results! You’ve put in the work to build your brand foundation and craft a clear, compelling strategy, but now it’s time to make it happen. When you do this, you will be so far ahead of most of your competition. But competition aside, you will be more efficient and effective at growing your food business because people will understand what you are offering and if it's a good fit for them. In this episode, we’ll cover: ✅ How to take a Band Management Mindset™ to ensure your strategy is guiding decisions in a cohesive way every day, across every part of your business. ✅ Aligning your team and partners to bring your brand to life to decrease rework and increase motivation to help you reach your goals. ✅ Prioritizing your top 3-5 actions to bring your strategy to life and grow your brand without feeling overwhelmed. In this episode I’ll walk you through practical steps to stop guessing and start growing with clarity and confidence. If you’re ready to make your brand strategy work harder for you and feel confident that your brand is working as a cohesive system, this episode is for you! Want more support? Visit realfoodbrands.com to learn about ways to work with me through a Brand Audit session or my comprehensive private Brand Success System program. Ready to dive in? Hit play and let’s shake up shopping carts! Have a great day, Katie | |||
| 123. Organize Your Ideas to Build a Cohesive Brand (Food Brand Strategy Blueprint Part 2) | 14 Mar 2025 | 00:17:08 | |
Does it feel like you have a million ideas spinning in your head when it comes to your food business? You’re not alone! As a food business owner or leader, gathering insights about your advantages, competitors, and consumers is essential—but making sense of it all to define and document your brand strategy is where the magic happens. In this episode, we’re diving into Step 2 of building a strong brand blueprint series: connecting the dots between your research and shaping a clear, cohesive brand foundation. I’ll walk you through how to define your brand pillars, positioning, personality, essence, and story so you can move forward with clarity and confidence. If you’re ready to take your ideas from scattered to strategic, this episode is for you! 💡 Grab the Brand Checkup Scorecard to see where your brand stands: realfoodbrands.com/brandcheckup Resources: 1) Podcast episode about brand positioning 2) Real Food Brands Brand Checkup Scorecard 3) Real Food Brands Marketing Roundtable Facebook Group Let's go shake up shopping carts! Katie | |||
| 122. Start Standing Out With These 4 Steps (Food Brand Strategy Blueprint Part 1) | 06 Mar 2025 | 00:12:33 | |
Every strong food brand starts with a clear foundation. But how do you define what truly makes your brand different? In this episode - the first in a three-part series - I'm breaking down Step 1: Defining the 4C’s of your Brand Strategy Inputs. These are some of the key elements that help you build a strong, strategic food brand that stands out...but in my Brand Strategy System, I put a twist on each of them! You’ll learn: ✅ The 4C’s: Context, Company, Competitors, and Consumers— why they matter so much. ✅ How to define your brand’s vision, purpose, and unfair advantage. ✅ How to analyze your competitors without getting caught in a comparison trap. ✅ The key to understanding your ideal customer’s pain points & desires. ✅ How these inputs lay the groundwork for your brand positioning and messaging. 📋 Download the FREE Brand Checkup Scorecard to assess where your brand stands: realfoodbrands.com/brandcheckup 🔜 Next Up: In Episode 123, we’ll take these inputs and synthesize them into a clear, compelling brand position that sets you apart. Don’t miss it! 📢 Need help refining your brand? Set up a Brand Audit Session to get personalized insights on how to strengthen and align your brand. Learn more at www.realfoodbrands.com or email me at katie@realfoodbrands.com. | |||
| 121. Are You Maximizing Your Food Brand’s Growth Potential? | 21 Feb 2025 | 00:12:17 | |
You make a great product, but in order to scale your food business you will need a strong brand that is meaningful and memorable. Brand strategy is what sets your food brand apart—it’s how you meet your consumers’ needs in a way your competitors can’t (or won’t). But how do you know if your current strategy is working? That’s where the Brand Checkup Scorecard I created for you comes in! In this episode, I will walk you through my free self-assessment tool, designed to help you evaluate your brand’s strengths and uncover areas for improvement. With 25 key questions, you’ll gain a clear picture of where your brand stands and what steps to take next. Download your free Brand Checkup Scorecard now at realfoodbrands.com/brandcheckup and start building a stronger food brand today! In This Episode, You’ll Learn: ✔️ Why a clear brand strategy is essential—even for small food brands ✔️ How to assess your brand’s foundation, alignment, and activation ✔️ Examples of scorecard topics to evaluate your brand ✔️ How documenting your strategy improves team alignment ✔️ Next steps to move your brand forward 🎧 Resources Mentioned: Ep #2: How to Start Building and Documenting Your Brand Strategy Ep #36: How to Define, Align and Activate Your Brand Strategy Ep #45: The 5-Minute Food Business Brand Strategy Formula Ep #49: 4 Common Brand Strategy Mistakes (and How to Fix Them) Real Food Brands Brand Checkup Scorecard Real Food Brands Marketing Roundtable Facebook Group Thanks for listening, now let's go shake up shopping carts! Katie Mleziva Food Brand Strategist | |||
| 120. Building a Winning Brand: How Start Right Foods Stands Out in the Frozen Breakfast Aisle with Clint Matthews | 13 Feb 2025 | 00:37:53 | |
What does it take to get your food brand onto store shelves—and make sure it doesn’t blend into the sea of sameness? Clint Matthews, co-founder of Start Right Foods, joins host and Food Brand Strategist Katie Mleziva to talk about how the Start Right brand has evolved, why a strong brand strategy is a foundational piece for successfully scaling a brand, and what he’s learned about sales and packaging over the years. In this episode, we discuss: ✔️ How brand strategy shaped Start Right Foods’ packaging and messaging ✔️ The challenges and wins of building a food business from the ground up with a partner ✔️ The importance of buyer relationships and sales strategy ✔️ Lessons from launching, growing, and adapting in the frozen breakfast space ...and more! If you're building a natural food brand and want to learn from an entrepreneur who’s been through it and is going through it now, this episode is for you! Find the full notes for this episode, plus other resources for food business owners at www.realfoodbrands.com/podcast. Now, let's go shake up shopping carts together! | |||
| 119. How to Communicate That Your Food Brand IS Actually Better | 01 Feb 2025 | 00:12:20 | |
Find the full transcript for this episode plus other resources for food business owners at www.realfoodbrands.com/podcast. Do you ever wonder how to stand out in a crowded market and help people see why your food brand really is better? In today’s episode, I’m answering a listener’s question: ‘Katie, how can I tell people our products are ACTUALLY better?’ In this episode, you'll hear tips to shift from selling products to building a brand, defining what ‘better’ means for your ideal audience, and how to show AND tell your brand story in a way that is both meaningful and motivating. The goal is to build a strong brand that invites people into your story and makes them, in turn, want to invite your brand back into their story on a regular basis. I invite you to reach out if you could use guidance in applying these concepts to your food business. I'm happy to support you through a Brand Audit or my signature Brand Strategy System. You can get started by visiting my website www.realfoodbrands.com and send me a message if you have any questions! In case nobody told you today, your work in the food industry is important and I’m so glad you’re here. Now, let’s go shake up shopping carts! Katie Mleziva Food Brand Strategist www.RealFoodBrands.com
Related Episodes Understanding the Difference Between Features & Benefits | |||
| 118. Is Pivoting Too Often Hurting Your Food Brand? | 22 Jan 2025 | 00:12:23 | |
Find the full transcript for this episode plus other resources for food business owners at www.realfoodbrands.com/podcast. Have you ever felt stuck in reaction mode, pivoting too often when things don’t go as planned? Today, we’re diving into 3 ways pivoting too soon might be hurting your food brand more than helping it. We’ll explore why consistency is key to building a memorable brand and how constant changes can drain your budget and energy. Of course, pivoting has its place, but the trick is knowing when to hold steady and when to adjust. Planning does not have to come at the expense of action. Without any sort of strategy or plan, how will you know what actions to prioritize, and how to optimize if things don't turn out as planned? I encourage you to create a plan to Define, Align & Activate your brand strategy, and then LEAN IN with confidence for your own piece of mind, to manage your team better, and manage your expenses. If you could use guidance in the process, I am happy to support you! Contact me about a Brand Audit review session or my signature Brand Strategy System. You can get started by visiting my website www.realfoodbrands.com and send me a message if you have any questions! In case nobody told you today, your work in the food industry is important and I’m so glad you’re here. Now, let’s go shake up shopping carts! | |||
| 117. Achieve Clarity, Confidence, and Consistency in Your Food Business with a Brand-First Approach | 10 Oct 2024 | 00:10:55 | |
In this episode, Katie Mleziva, Food Brand Strategist and host of the Real Food Brands Marketing Podcast shares how taking a brand-first approach can help you prioritize ideas and take aligned action to build a strong, cohesive food brand that stands out. Whether you’re just starting or have been in the business for a while, this approach ensures you lead with strategy, not just tactics. Key Takeaways:
3 Steps to Take a Brand-First Approach:
In This Episode, You’ll Learn:
Join the Conversation:
Work with Katie: If you’re ready to define your Brand Strategy North Star and make more aligned business decisions, connect with Katie to see if her 1:1 Brand Strategy Playbook program is a good fit. Or, if you’d like to start with an assessment of where you are today, learn more about the One Room Test. These spots fill up quickly, so don’t wait!
Now, let's go shake up shopping carts! | |||
| 116. How Trying to Build Your Food Brand Could Be Holding You Back | 10 Sep 2024 | 00:12:17 | |
Your Brand Strategy requires careful word choice, and so does how you talk about your plans with your team and partners. Listen to this episode for one easy, but important shift that will instill confidence in your brand! I'm your host and Food Brand Strategist, Katie Mleziva. I spent years in Brand Management at big companies before I left the corporate world to follow my vision of working with smaller, more entrepreneurial brands . Together we can use a Brand Management Mindset™ to shake up shopping carts and help more people get access to real food! In this episode: 1) The reason I encourage you to swap "we're trying to" for "we're working to." 2) Why your word choice matters when you're sharing your plans. 3) What my dad apparently has in common with Yoda :) 4) Other weak words you may want to swap for stronger ones or eliminate altogether. If you’re ready to bring your vision to life and create an integrated plan to make all of your day-to-day decisions easier and more aligned, we can talk through whether my 1:1 Brand Strategy Playbook program is a good fit. Or, if you’re working to prioritize all the ideas in your head and you want to carve out space to do this with me in a strategic way using my IdeaSetting™ framework, let’s book that 90-minute Idea Sounding Board session - it will give you so much clarity on the next steps that align with your goals. If you’re at a point where you have a clear vision but are at a crossroads and need some strategic time together, I’d love to hear from you. You can email me at katie@realfoodbrands.com . Now, let's go shake up shopping carts! | |||
| 115. Your Big Shift: From Selling a Great Product to Building a Strong Brand | 08 Jun 2024 | 00:17:14 | |
Are you selling a product or building a brand? Everyone has to start somewhere, but in this episode, Food Brand Strategist Katie Mleziva shares what it means to go from making a great product to building a strong brand that stands out. Here's what's in this episode - you can find all the links on the episode web page.
Stay tuned for news coming soon on new ways to work with Katie to create the foundation for a strong brand that will help you reach your vision! In the meantime, you can get all the links and read the full show notes here. | |||
| 114. Intentional Marketing: getting ON the shelf, IN the cart, and OUT of the pantry (or fridge!) | 18 Apr 2024 | 00:16:07 | |
Have you thought much about the fact that you need to sell your product THREE times before someone can use it at home? I don’t share this to be depressing because sometimes one sounds like enough! And if it sounds like more work, it’s just the reality of breaking down the process that’s already happening and being intentional with your marketing and sales plans to leverage your brand strategy foundations. I’m talking about first selling into a retail buyer, then selling at shelf once you’re there to get into somebody’s cart, and then selling from their fridge or pantry or snack bin to get it on the plate or in a lunchbox or wherever it ends up getting eaten. And then as part of that, delighting people so that they want to buy it again and again. We don’t want it to get lost in the back of their pantry. So, our three steps of intentional marketing and sales include: Get ON shelf First, getting ON the shelf, you have to create a compelling story that your brand and product line is going to make a positive contribution to the retailer’s and buyer’s goals. Once you’ve completed your brand strategy you’ll actually have a differentiated strategy (beyond your product tasting delicious) to help that retailer see why you are going to add to incremental sales as part of them bringing you in. Next, we are getting INTO the cart. And that means standing out on either the shelf or through your online listing. We talk through multiple ways to do this so that you’ll grab attention and engage them to flip over the package or click on more pictures as they seek to learn more. Last but certainly not least…getting the product OUT of the pantry or fridge. This is a very under-discussed topic in my view is the conversation around promoting in-home use so they won’t forget they have the product and will actually enjoy using it. The LAST thing we want is for it to get stuck in the back of the pantry or fridge until past the expiration date. I share an example of a website that sent me a post-purchase email that did a great job engaging me with a product I purchased and inviting me to reorder. Sometimes I forget to re-order brands I know and love so it was appreciated. One caveat, if you’re selling on your company’s website you can skip that first gatekeeper step that you have with retail or some aggregate online sales platforms, but the concepts are still really good to think through to be intentional about each step of the journey from buyer to breakfast table! If you’ve already completed your brand strategy, that can influence each step of the way. We need to think about selling in your products to get them on shelf or on the website, then popping off the shelf/website so that they can get it into carts. And finally, we want to remember how we can stay top of mind in the pantry so that your brand will actually get invited back to their table. Whether it be a lunch table at school, a fancy dinner table…whatever kind of table your product and your brand is positioned for we want to get them there and delight them and have them invite you to join them on a regular basis, leading to increased purchase frequency and velocity. To recap what you’ll learn in this episode: 2) an easy-to-implement breakdown to make these complex topics easier to work through piece by piece while staying integrated and bringing your brand to life. 3) an example of a well-done email I got to remind me what I had sitting in my pantry waiting for me to enjoy! 4) ways we can work together on creating your brand strategy to position your brand to stand out, including a 60-minute Brand Strategy Session, my self-paced program + mini Mastermind called Brand Strategy Streamlined™, a more in-depth 4-week 1:1 process called Brand Strategy Playbook, and a Live small group Course option (please see link in resources). Resources Thanks for being here, now let’s go shake up shopping carts! | |||
| 113. The Power (Struggle) of Focus...and How Your Brand Strategy Can Help | 20 Jan 2024 | 00:25:31 | |
In almost every client meeting or strategy session I hear food business owners relay concern over how many things are competing for their attention -- and how exhausting it can be. Some share they are diagnosed with ADD or ADHD, and some just feel like they are being forced to wear too many hats at the same time every. single. day...and are searching for ways to stay positive about the business they love. Recognizing the power of focus is a good start, but not as easy as just saying, "stay focused," right?! With your brand strategy and business plan in mind, you can use this episode to think about ways to protect your focus and ultimately your time, energy, and ability to get the right things done on a day-to-day and annual basis to reach your goals. In this episode I share some useful tips (not all are what you might expect to hear on a food business podcast!) and ways to help maintain focus on what's important now and next so that you can activate your brand strategy and reach your Vision & Goals. -- How documenting your Brand Strategy provides clarity and cohesiveness, which leads to having confidence to prioritize plans. --The myth of multitasking and why splitting your attention can get in the way of aligned action and sticking to your strategy. --Why prioritizing the 8 Strategic Imperatives is a good first step to setting priorities that will keep you focused. -- What focus and consistency have to do with building a strong brand. --Why your Purpose, or WHY, can pull you back if you hit hard times or lose focus. -- What I've learned about ADHD & ADD and focus and why hyperfocus can be a superpower. --How understanding the Executive Functions, or admin areas of your brain, can help you identify your individual opportunities to build focus . --A nudge to embrace your team's diverse-thinking brains as a way to strengthen to your Brand Strategy Activation plans. Resources --Ep84: Why Being Consistent Isn't Boring...It's Brand Building! —Brand Checkup Scorecard Plus, monthly emails with tips and resources —Real Food Brands Marketing Round Table Facebook group (Free) —Brand Strategy Streamlined self-paced program + Monthly Q&A calls –Let’s connect on Instagram As always, please reach out to me with any feedback, questions, or to book a strategy call. You can contact me here. Thanks for listening, now let’s go shake up shopping carts! Katie | |||
| 112. Welcome Back! Doing the Right Things at the Right Time in Your Food Business | 11 Dec 2023 | 00:18:31 | |
The Real Food Brands Podcast is BACK and I'm so glad you're here. The topic of doing the right things at the right time is always a good concept to keep top of mind, and in this episode, you'll hear me (Katie Mleziva, your food brand strategist) talk about:
Resources to continue positioning your food brand to stand out. --Brand Checkup Scorecard (Free) --Ep 68: Turn Your Marketing Plan Into a Consumer Connection Plan --Real Food Brands Marketing Round Table Facebook group (Free) --Brand Strategy Streamlined self-paced program --Let's connect on Instagram
If you have questions or ideas for future show topics (interviews are by invitation, but feel free to share those ideas as well) please send an email to Katie@RealFoodBrands.com. Thanks for listening, now let's go shake up shopping carts! | |||
| 111. What to Do When Something Is Out of Alignment With Your Vision...and the Shift I'm Making | 25 May 2022 | 00:21:26 | |
Have you ever noticed something in your business isn’t working as you planned, or as it once did? Sometimes things that made sense just aren't a good fit anymore. We spend so much time and energy trying to keep pushing forward that it can be hard to step back and admit when things aren’t working the way we want them to—and decide what to do about it. Today on Episode 111 of the Real Food Brands Marketing Podcast, Host and Food Brand Strategist Katie Mleziva talks through what to do when something in your business is out of alignment, and what she’s doing about that in her own business to make an adjustment. In This Episode:
Resources: | |||
| 110. 6 Copywriting Tips to Help Food Brands Stand Out with Celsea Jenkins of Grassfed Copy | 11 May 2022 | 00:31:50 | |
Have you ever thought about the difference between content and copy? And how each works differently to connect with your reader depending on if you’re talking about a website, social media, ads, packaging, etc? Today on Episode 110 of the Real Food Brands Marketing Podcast, Host and Food Brand Strategist Katie Mleziva has a conversation with Celsea Jenkins, the owner of Grassfed Copy about the art and science to writing great copy that converts people from readers to taking an action. Celsea shares Katie’s passion for health and wellness – and clear messaging – and the episode highlights their shared enthusiasm! Listen to hear Celsea’s six copywriting tips to help your food brand stand out. In This Episode:
Resources:
| |||
| 109. Thinking BIG and Making It Happen with Monique & Chevalo Wilsondebriano | 27 Apr 2022 | 00:37:58 | |
Sometimes you need to let yourself dream and think big. Instead of letting other people tell you how things work and why you can’t do something, it can pay off to look at things from a new perspective. It helps, of course, to have a great story, which is something that brand strategy work can really help with. Today on Episode 109 of the Real Food Brands Marketing Podcast, Host and Food Brand Strategist Katie Mleziva sits down with Monique and Chevalo Wilsondebriano, owners of Recipe for Retail and the Charleston Gourmet Burger Company. We’ll learn how thinking BIG took them from a backyard BBQ...to a food business idea...to a product...to a brand that’s on the shelves of Whole Foods, World Market, Costco, Wal-Mart, and more...to winning QVC’s Choice Food Award. In This Episode:
Resources: | |||
| 108. 6 Brand Strategy Tips for Small But Mighty Food Businesses (Part 2) | 13 Apr 2022 | 00:23:58 | |
As you’re working to build your food business or farm, brand strategy and brand development may seem like something that can wait for later. The thing is, brand strategy work goes far beyond your logo or fonts or colors. When you’ve done the work to create your brand’s North Star, it serves as the guide and the glue for everything you do on the front AND back end of your business. It helps you make decisions that will deliver a consistent, cohesive, and relevant experience to your consumers. More importantly, it can help them know how to talk about your brand to others and drive better word-of-mouth marketing. Today on Episode 108 of the Real Food Brands Marketing Podcast, Host and Food Brand Strategist Katie Mleziva builds on the last episode and offers three additional tips based on a presentation she recently shared with the cohort of the Food Finance Institute’s food business accelerator program. This is a two-part series because Katie wants you to be able to really consider the tips she’s sharing and think about how they apply to your natural food business or farm. In This Episode:
Resources: | |||
| 107. 6 Brand Strategy Tips for Small But Mighty Food Businesses (Part 1) | 30 Mar 2022 | 00:23:28 | |
Brand strategy work is something that is second nature for big brands, but not as common for small brands. There’s so much to do when you’re wearing all the hats that it can seem like something you’ll get to “next.” While big brands have access to brand managers and agencies, we can help even the score by providing streamlined versions of the concepts they use to focus on the key parts of the process to help you build a brand that stands out no matter who you’re lined up next to. Today on Episode 107 of the Real Food Brands Marketing Podcast, Host and Food Brand Strategist Katie Mleziva shares a presentation she recently shared with the cohort of a food business accelerator program. This is a two-part series because Katie wants you to be able to really consider the tips she’s sharing and think about how they apply to your food business or farm. In This Episode:
Resources:
| |||
| 106. How Riemer Family Farm is Growing a Regenerative Brand | 16 Mar 2022 | 00:31:08 | |
A common approach for food and farm businesses is to think about offering a great product rather than building a strong brand. The thinking is that if a product is good enough, taste will ultimately win and of course, people will buy. While this is understandable as you perfect your craft, great taste and quality are expected these days so we don’t want your products to be seen as an interchangeable commodity. There’s so much more to your food brand’s story, so let's uncover it! Today on Episode 106 of the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva talks to Jen and Bryce Riemer, and Anastasia Wolf-Flasch, all of Riemer Family Farm, about their journey to define a brand strategy that invites people into a story of caring for and renewing the land through a multi-generation farming business. In This Episode:
Resources: | |||
| 105. New Episode Index to Help Your Food Brand Stand Out | 02 Mar 2022 | 00:11:31 | |
With over 100 episodes of the podcast now available, we thought it would be a good time to go back and highlight some of the great content you may have missed to help you find the right resources at the right time for your food business. To help, we’ve put together a list of some of our best episodes organized around the Brand Strategy Streamlined process: Define/Refine, Align, and Activate (and a few other categories to help you really navigate the topics...100+ episodes is a lot of content!). Today on Episode 105 of the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva highlights this new resource along with can’t-miss episodes from the podcast archives and a few tips at the end for your own content repurposing efforts. In This Episode:
Resources: | |||
| 104. What Is a Brand Positioning Statement? | 16 Feb 2022 | 00:27:27 | |
If you want to understand brand positioning, think of Kia, Volvo, and Tesla. Sure, all three are car companies but they’re each very different brands with their own unique, loyal audience, product benefits, and customer experience. All of these factors combined for each brand create a very different offer for each and attract different groups of people as loyal fans of their brand. Today on Episode 104 of the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva goes into detail about how to write a brand positioning statement and how to know if yours is strong enough to make your brand stand out. In This Episode:
Resources:
| |||
| 103. How Consumer Attitudes and Behaviors Related to Food Are Shifting with Sarah Marion of Murphy Research | 02 Feb 2022 | 00:31:19 | |
We’ve been through a lot of changes in the past few years, and as a result, consumer behaviors are shifting. But as a food business owner how do you know what changes are temporary and what changes are here to stay? And how can you meet the evolving needs of your consumers? In Episode 103 of the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva sits down with Sarah Marion, the Director of Syndicated Research at Murphy Research. Sarah shares how consumers have shifted attitudes and behaviors related to food, fitness, and mindset over the past few years of pandemic-living as well as considerations for food business owners who want to meet these changing needs. In This Episode:
Resources:
| |||
| 102. Are you inviting people into a brand story or sharing brand history? | 19 Jan 2022 | 00:18:46 | |
Have you thought about the difference between brand story and brand history? While your brand history can certainly be a part of your brand story, the history is about the past and the story is about the future, and what you’re inviting people to be a part of. Today on episode 102 of the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva shares her guidance on writing a brand story and sharing brand history for your food business, plus 3 tips to make your brand story more compelling to create a lasting connection with your audience. In This Episode:
Resources:
| |||
| 101. Brand Strategy 101: Positioning Your Food Brand to Stand Out | 05 Jan 2022 | 00:27:52 | |
After episode 100, Katie’s daughter suggested that she “start over,” and it only seemed fitting that episode 101 should be a brand strategy 101—an intro-level class, so to speak. Today on episode 101 of the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva goes over the five W’s of how Brand Strategy can help you go from making a great product to building a strong brand that is well-positioned to stand out: WHAT, WHERE, WHO, WHEN & WHY. In This Episode:
Resources:
| |||
| 100. Celebrating 100 Episodes With Gratitude, Gear & Giveaway! | 22 Dec 2021 | 00:16:49 | |
When we launched the podcast in March 2018, we didn’t know exactly what the future would hold but we took a leap. It’s been a steady build over the past few years and we’re so thankful for all our listeners and guests who have made this show an enriching and rewarding experience as we work collectively to help more people get access to real food. Today on episode 100 of the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva reflects on one hundred episodes, shares her motivation behind working with food business owners 1:1 as well as by building a community, and announces a giveaway to celebrate the milestone. In This Episode:
Resources: | |||
| 99. Strategy Does Not Have to Come at the Expense of Action | 08 Dec 2021 | 00:18:55 | |
For a food and beverage business, it can be a big benefit to choose to go slow to go fast. While that may sound counterintuitive, taking a little time to plan can increase efficiency and help you accelerate more rapidly because you’ve got the clarity and confidence to know what to do next. Today on episode 99 of the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva explains why starting with strategy can help your tactics come together. In This Episode:
Resources:
| |||
| 98. Insider Tips to Get on Podcasts and Boost Your Food Brand’s Visibility | 24 Nov 2021 | 00:29:28 | |
Podcasts have exploded in popularity, and being a guest on one can be a big boost for both your brand and your credibility. But what kind of show are you looking for? How do you reach out? And how do you make it a success once you get a YES? Today on the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva shares how to make the right pitch, and what to do once you’re booked for an appearance. In This Episode:
Resources:
| |||
| 97. Unlock Your Best Ideas: My NEW Self-Paced Brand Strategy Course is Live! | 10 Nov 2021 | 00:19:35 | |
While Katie loves her 1:1 work with clients, she’s become increasingly aware that her impact is limited by the number of hours in the day. At the same time, while the Real Food Brands Marketing Podcast can help you piece together the process, there’s space for something in between the two—a self-guided but structured resource to help you create a strong brand strategy for your food business. Today on the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva introduces her solution – her new self-paced brand strategy course, Brand Strategy Streamlined™. In This Episode:
Resources: | |||
| 96. 5 Steps to Accelerate Progress Towards Your Vision | 27 Oct 2021 | 00:17:43 | |
Most of us are in the food and bev business because, in some way, we want to make a positive impact on how people eat. Most of us also have a Vision for the impact we want to make but might not know exactly how to accomplish this big dream. You may have heard the old phrase “a vision without a plan is just a dream.” Today on the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva shares her simple (but not always easy) 5-step process for accelerating towards making your vision a reality. In This Episode:
Resources: | |||
| 95. DTC Ecommerce Tips for Food Brands with Adam Pollack | 13 Oct 2021 | 00:30:52 | |
Selling direct to consumer can create new sales opportunities for your food brand, but it can still be hard to stand out with the marketplace as crowded as it is. Today on the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva sits down with Adam Pollack, Head of Content at Rodeo CPG, who has some practical tips for how to set up your DTC eCommerce website and what metrics you should be looking at along the way. In This Episode:
Resources: | |||
| Brand Strategy FAQ: Setting Priorities and Building Your Team | 29 Sep 2021 | 00:22:21 | |
After you invest time developing your brand strategy to position your brand to stand out then you’re ready to put your plan into action. You see all the opportunities to make changes but there are so many opportunities that it can be intimidating. So the big question at this phase is typically what “what should I do first and who can help me?!" Today on the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva addresses one of the most frequently asked questions during the Activation phase of her one-on-one work with food business owners: what should I do first and who can help me? Katie walks through prioritizing actions, identifying capabilities needed, and finding the right people for the right roles as you build your team. In This Episode:
Resources: | |||
| REPRISE - 4 Common Brand Strategy Mistakes (and How to Fix Them) | 15 Sep 2021 | 00:20:23 | |
This week, we’re revisiting episode 49 from last year that is still super relevant today. We’ve been talking through brand strategy our last few episodes, and this refresher on common brand strategy mistakes and how to fix them is worth a second look. Enjoy! Brand strategy is an essential part of building a business that will grow, but we see a lot of food businesses make the same mistakes when it comes time to actually put it into action. On this episode of the Real Food Brands Podcast, host and Brand Strategist Katie Mleziva goes over the four most common brand strategy mistakes, and what to do if you think you might be making them. In This Episode:
Resources:
| |||
| Does Your Food Brand’s Personality Shine Through? | 01 Sep 2021 | 00:19:55 | |
If your food brand were a person at a party, what sort of person would they be? The loud, bold life of the party? Or the more relaxed, reserved, and clever person? Just like with people, our brands can take on personalities based on our vision and positioning in order to connect with the right people. It’s important to let your brand’s “true colors” shine through to help set your brand apart. Having a clear idea of what personality you want for your brand and how your brand will show up consistently in the world is a key deliverable of our brand strategy work. Today on the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva shares three questions to help define your brand personality to help you build connections and stand out from the crowd. In This Episode:
Resources: | |||
| The 3-Step Brand Strategy Streamlined Process | 18 Aug 2021 | 00:27:27 | |
It can be hard to know where to start when you’re thinking about how to set your food brand apart. You believe in the potential for your product to turn into a strong brand but, as the saying goes, “a vision without a plan is just a dream.” That’s why we spend so much time on brand strategy: to give you the framework you need to put your vision into action. Today on the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva walks you through her three-step process to streamline your brand strategy. In This Episode:
Resources:
| |||
| My 2 Favorite Market Research Questions | 04 Aug 2021 | 00:26:06 | |
One of the best things you can do for your brand is to talk to people. But how do you know if you’re asking the right questions to the right people? Today on the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva shares a trick she normally reserves for her 1-on-1 clients: the two best questions you can ask when you’re talking to current or potential customers. In This Episode:
Resources: | |||
| How to Get Past Feeling Stuck in Mid-Air | 21 Jul 2021 | 00:12:09 | |
Every time we take a leap—whether we fly to the level we want—we are strengthening our wings. But we don’t have to just wait and see what happens when we leap because it’s never good to feel like we’re stuck in mid-air for too long. The resources, tools, and people we surround ourselves with make an enormous difference in terms of how likely we are to fly to a new level. Today on the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva explains why now is the time to get started on brand strategy, and how a successful plan can help you go further than you ever thought possible when you test, learn, optimize and refine. In This Episode:
Resources: | |||
| When Is the Right Time for Brand Strategy? | 07 Jul 2021 | 00:19:30 | |
Developing your brand strategy helps you get clear about how you can stand apart in your category and reach the people you need to speak to in order to grow. But when should you do this work? Today on the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva illustrates why the best time to get started on your brand strategy is right now, and how this work has made a difference for her clients no matter where they are in their food business journey whether starting up, optimizing or scaling up. In This Episode:
Resources: | |||
| 3 Things That Brand Strategy Does NOT Cover | 23 Jun 2021 | 00:16:35 | |
A potential client once asked a really good question as he was reviewing his proposal from Katie: what is not included in the scope of the brand strategy work we will be doing together? Not only is this is a great way to be clear with collaboration in an area of your business that you are less knowledgeable about, but it also helps you understand more precisely what something is by defining what it is not. Today on the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva explains 3 things that brand strategy does NOT cover. In This Episode:
Resources: | |||
| Developing Your Food Brand’s Growth Hypothesis with Elliot Begoun | 09 Jun 2021 | 00:33:27 | |
When you start a business, there can be a lot of pressure to find instant success and rapid growth. The truth is, however, that you can build sustainable long-term success without needing to be the next unicorn brand. Today on the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva is talking to Elliot Begoun, founder of TIG, formerly known as The Intertwine Group. In this episode, we’ll talk about why some food businesses succeed and others fail, and why there is power in thinking about being a tardigrade, not a unicorn. In This Episode:
Resources: | |||
| How Well Does Your Food Brand Use Appetite Appeal? | 26 May 2021 | 00:18:08 | |
How can you get the right people excited to try your products, know what to expect, intrigue them to think about how else they can use it, AND be excited to part with their money to get their hands on what you’re selling? It’s a simple answer that applies to every food and beverage business in some way, yet many emerging brands don’t spend enough time on -- appetite appeal. Today on the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva explains why being intentional about appetite appeal is important and how to use it for your brand. In This Episode:
Resources: | |||
| Why Being Consistent Isn't Boring... It's Brand Building! | 12 May 2021 | 00:20:10 | |
When you’re working on marketing and promoting your food business day in and day out, it’s normal to start to feel like you’re repeating yourself and to worry that you may sound boring. However, consistency is a vital part of building a strong brand. Today on the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva explains why consistency is such a crucial component of a successful brand strategy. In This Episode:
Resources:
| |||
| Understanding the Difference Between Features & Benefits | 28 Apr 2021 | 00:22:38 | |
An old saying in Marketing is “don’t talk about features, talk about benefits.” And while many of us nod our heads in agreement, the truth is that you need to understand both, and many business owners and marketers don’t know how to get started and put that advice into action to build a strong brand. Today on the Real Food Brands Marketing Podcast, host and Food & Bev Brand Strategist Katie Mleziva explains the difference between features and benefits and walks you through two exercises to use this concept to create a brand that will resonate with consumers. In This Episode:
Resources: | |||
| Amazon Tips for Food Businesses Part 2: Optimizing Your Amazon Advertising with Shannon Roddy | 14 Apr 2021 | 00:30:09 | |
In Part 1 of this two-part series on Amazon you learned how SEO and search terms work on Amazon, and in Part 2 we’re continuing the conversation about using that information to create advertising campaigns on Amazon that convert and how to get the data that will help you optimize over time. For part two of our Amazon Series on the Real Food Brands Marketing Podcast, host and Food & Bev Brand Strategist Katie Mleziva is back with Shannon Roddy, Amazon Expert, founder of Marketplace Seller Courses, and creator of the Amazon Brand Success Academy. In this episode, we’ll go over how advertising on Amazon is different than it is on other platforms, and how to get the most out of your investment. In This Episode:
Resources:
| |||
| Amazon Tips for Food Businesses Part 1: How to Use SEO Keywords to Get Found with Shannon Roddy | 31 Mar 2021 | 00:30:07 | |
Amazon is a growth channel for many food and beverage brands, but how do you stand out in the sea of options? And how do you improve the chances that your brand will show up in searches that will actually convert to sales? In this episode of the Real Food Brands Marketing Podcast, host and Food & Bev Brand Strategist Katie Mleziva talks with Shannon Roddy, Amazon Expert, founder of Marketplace Seller Courses, and creator of the Amazon Brand Success Academy. Together they cover why keywords are such an important part of your SEO strategy on Amazon as a food business, and how to get started. In This Episode:
Resources:
| |||
| 4 Ways to Improve Efficiency and Drive Value Using Lean Principles with Alan Goodman | 17 Mar 2021 | 00:32:22 | |
On the path to build your brand, there are always new developments that force you to consider whether you should stay the course or make an adjustment. But how do you know when it’s time to make a pivot? And what can you do to make sure you stay aligned with your core brand strategy principles? This week on the Real Food Brands Marketing Podcast, host and Food & Bev Brand Strategist Katie Mleziva sits down with Alan Goodman, a Six Sigma Black belt, Instructional Chair for the Quality Engineering and Technology Department at the Milwaukee Area Technical College, as well as the founder of A Goodman’s Desserts. In other words, the perfect person to talk to about making a pivot and improving efficiency to deliver value using Lean principles. In This Episode:
Resources: | |||