Dynamic Branding in the Natural Foods Category

Dynamic Branding in the Natural Foods Category
byDennis Furniss

As naturalproducts make their way into mainstream consumption, the retail environment hasbecome increasingly challenging. Whether in a mass grocery store chain, such asJewel, or in a specialty store, such as Whole Foods, consumers are bombarded bybrand marketing messages.

To stand apart and be recognized for a point of difference, itis vital for marketers of natural products to define brand credibility in twoways. The first is within the category; the brand must have a solid positioningversus the other brands within the competitive set. The second is to define apoint of difference against mainstream brandsto bring some of therecognizable attributes from the mainstream category, such as a recognizable cuein the packaging structure.

Branding for Retail Impact

To ensure market success, it is vital that the brand creates adefinitive position and a succinct brand signal. Creating a brand persona fornatural products can be a challenge. To start, these products are rarely givenmass-market exposure, but rather often use unconventional channels of marketingcommunication. They use Internet, publicity or consumer-toconsumerrecommendations; in many cases, these brands are solely reliant on selectiveretail point-of-purchase decisions.

At the point of purchase, the brand has the greatestopportunity to change consumer perception, penetrate the consumer mind and,hopefully, her shopping cart. It is at this level that the consumer is truly inbuying decision mode. Collateral merchandising at the store levelcertainly plays a role in the decision process, but the single most importantfactor is the brand name. The brand name must convey that the product isinnovative, highly effective and, in many cases, eco-friendly.

The brand name and how it is conveyed through an identity isthe single most critical aspect in packaging a product. While there are manycompetitive considerations necessary and accounted for, a focus on aless-tangible element, specifically the emotional aspect of your brand name,will set you apart in an increasingly competitive category.

The Emotional Connection

Developing focused positioning that capitalizes on therational and emotional benefits of a product requires a strategic approach; athoughtfully positioned brand will capture the hearts and minds of consumers andconnect to them emotionally. Evolving a brand name that capitalizes onpsychological and emotional opportunities begins the process of linking theproduct with the target audience. A brand must define an emotional point ofdifference relevant to a rational opportunity.

The emotional connection is key, as it is the foundation forbrand loyalty over time.

A great example of this emotional connection is Method, a newplayer in household cleaning products, with eco-friendly, natural positioning.

Methods name conveys a highly effective, safe, sensoryexperience. Its packaging further drives this message home: category-uniquepackaging, form language and design sensibilities reward the sensitivities ofthe consumer, and in Methods case, both packaging and product are good forthe environment.

The Method brand is a natural extension and reflection ofconsumer desire, and it is entirely unique. Consumers immediately connect theirlifestyle choices to the product and the purchase decision follows naturally (nopun intended).

In contrast, White Waves Silk brand of soymilk hassuccessfully emulated the consumers experience and love affair with milk. Thefirst company to take a refrigerated soymilk to market, White Waves packagingis akin to a milk carton, replicating the process of shopping for and consumingmilk. It connects the consumer mind with the heritage of the product.

Targeted to health-conscious consumers, the packaging makes aliteral and emotional connection, removing potential negative soy productassociations from the purchase decision with structural form language, graphicsand in-store location. The brand language on the packaging reinforces thesebrand cues with a reason to believe in the product, clearly spelling out theproduct features and benefits in simple information architecture.

Brand Identity and Positioning

Creating and integrating a contextual identity is the branddesigners challenge, and positively engaging the consumer through anappropriate identity can be a daunting task. The brand mark must immediatelyconvey a point of difference, referencing all the equities and characteristicsof the brand through a succinct expression of the brands core benefits.

Beyond the brand mark, a clear positioning sets the naturalproduct brand apart from the competition. Arriving at a unique positioning takescareful consideration of the competitive set, the retail environment and theessence of the brand name itself. The brand positioning strategy can be arationalization of many initiativessuch as a value positioning, orexploitation and leverage of a key feature or product benefit, which in turnbecome associated brand benefits.

Within the brand positioning, the emotional territories createemphasis for the graphic and structural branding opportunities. In bringing thepersonality of the brand to life through packaging, the structural aspects ofthe package form can play a pivotal role in projecting the strengths of thebrand over that of the completive set.

Take, for example, a product such as Vitamin Water. Thisproduct has drawn on structural packaging cues from mainstream brands such asGatorade to immediately connect the product benefit to the consumer. At the sametime, it brings a different emotional connection to the consumer, one that isfresh and clean, health-conscious and wise.

Structural expression of the brand enhances the consumerexperience. Whether purchasing, consuming or using the product, structure is abrand asset in and of itself.

When faced with packaging decisions, either that of new orexisting packaging, it is important to use the brand as the focal point. Ofdominant importance is creating a unique point of difference for the product.Todays consumer is increasingly savvy, more educated and less influenced bymass marketing, plus, as mentioned above, increasingly bombarded with thousandsof SKUs with every trip to a retail environment. Beyond graphic and structuraldesign, there are three considerations for evaluating packaging and gauging itsimpact.

In the competitive world of natural products, creating asensory brand experience is the key to unlocking and unleashing consumerdesires. The natural brand is a complex equation, a multifaceted blend ofemotional and literal benefits that provide a reason to believe.

To succeed, a carefully considered brand name is paramount,while structural and graphical packaging attributes emphasize designsensibilities and reward the literal sensitivities of the consumer; the brandname will captivate the consumer mind.

Dennis Furniss is the vice president of creative services withBrand Scope, a full service marketing and brand-building firm. BrandScope can bereached at (773) 533-4488 or www.brandscope.com.