Does branding really matter?

Expert investors and industry consultants talk about the value of branding and packaging, and how to set your brand apart.

1 Min Read
Does branding really matter?

"If there's one place to really invest, even when money's really tight ... it's getting your branding right."

—Bob Burke 

Part 1: What's in a brand?


  • Your primary medium for communicating with consumers and with investors is your package. Make sure it leaves a good, and strong, impression. 

  • Technology is rapidly improving the way people can collect and analyze data. How can you leverage data to boost your brand?

  • Does distinction in your brand correlate directly with success? CircleUp thinks it might.



Part 2: Preparing for growth


  • Investors look for companies that are ready to scale. Are you ready? 

  • Have a plan and stick to it, but be adaptable. Stay flexible in terms of categories and channels: Will you be able to expand beyond the product consumers first know you for?  

  • Figure out early on who the heavy user of your product is—and how you can find more people like them.

  • Important boxes to check include the traditional three—good price point, good product taste and convenience—but also a fourth, brand and packaging. 


Part 3: Stay true to your brand


  • What do you want people to remember about your brand? Write an obituary for it as a thought exercise.

  • If you need to rebrand, do it earlier than later. But don't rebrand if the problem is in the product and not the packaging.

  • Be mindful of your channel strategy. One size does not fit all; have appropriate offerings for different channels. 


This session—Business School: Branding and the Bottom Line—was recorded at Natural Products Expo West 2018. Click "download" to access the presentation slides.

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