Food brand strategy
When the product is good but the story is weak
Good products stall when people cannot place them quickly. Positioning gives the product a reason to exist beyond taste.
Taste gets a trial. Meaning builds a brand.
A good product can earn repeat purchase after someone tries it. The harder job is giving that person a reason to notice it, understand it and choose it for the first time.
That reason needs to be specific enough to own. “Delicious”, “quality” and “made with care” describe the category. They do not explain why this brand should exist.
Position the tension first.
The strongest stories begin with something the audience already feels: a compromise, a ritual, a frustration or an aspiration. The product then plays a clear role in that situation.
Keep the story close to the product.
Positioning should make the experience more believable. If the story could sit on any competing product, it is too broad. The product, promise and proof need to reinforce each other every time the brand appears.