Food Branding

Developing a food branding effort means defining the character of a company or product – including initial creation of brand names, developing the core essence of the brand, and establishing a food brand personality -- then, expressing that character to the desired audiences. The following elements are critical to codify and fully develop an effective food branding strategy:

Brand mantra
What is your food brand really all about…why does it exist?

Target audience
What community of people (demographics, etc.) does your food brand wish to influence and persuade?

Number one benefit
What is the most compelling benefit your food brand has to offer?

Which companies or products might customers consider as a substitute for your food brand?

What is the overall impression you wish to create for your food brand in the mind of your target audience…fun, the expert, reliable, etc.?

Club – What are the common traits and/or expectations among the group of people your food brand appeals to?


Corporate identity food branding consists of more than just a visual expression throughout your marketing communications. It encompasses a number of facets that make up strategic food brand management, including:

Food Brand positioning
Expressed through the use of a theme (tag) line.

Message strategy
Created through the use of a food brand story and copy styling.

Logo graphics
Applied with consistency in all applications (colors, conversion to black and white, company name/theme line relationship, etc.)

Visual brand application
Employed in a never-changing, unified look in typographic styling, color themes, treatment of graphics, and photographic style.


Once a food brand marketing strategy is established, adhering to the strategic branding plan is critical to helping the brand evolve into a valuable asset. This means faithfully communicating the food brand story in all advertising and promotional messages, ensuring that graphics conform to standards in all marketing materials, and speaking with a consistent brand voice in all public touch points.