The Importance of Brand Story in the Food and Beverage Industry

1. The Importance of Brand Story in the Food and Beverage Industry In a crowded marketplace, brand story helps a food and beverage product stand out. Without it, that product lacks character, interest, or attention from would-be consumers. With brand story, the brand's values, passion, competitive edge, and quality can stand out beyond the competition. When you consider all of the incredible innovations in the food and beverage industry that launch every year in the Middle East region, nothing may be more important than storytelling to differentiate one brand from the other. A brand’s story impacts the decisions consumers make more than half the time, putting a brand on the path to success or limiting potential consumer gain. As you work to grow your brand and utilize food and beverage consulting services, focus first on what your brand’s story is and why that story matters to your consumer. What Is Brand Story? Brand story connects consumers to a brand's mission, values, and experiences, forming an emotional bond. When a brand story resonates with the ideal consumer, not only does this lead to sales, but it could also increase brand loyalty and drive market share. In food and beverage products, connecting with consumers meaningfully, whether that is sustainability, delicious food, appealing to the senses, or offering some other desirable trait, and then conveying that in a story about your brand is critical to standing out. Brand story is more than just telling the story of your company's founding or sharing mission statements. It

2. means bringing to life the product and company's brand to create an impact on others, especially targeted customers. Key Components of a Compelling Food Brand Story To be compelling and worth a potential customer’s time, brands must build a story around four specific pillars. Remember that in all situations, your brand’s defined values, purpose, and impact must come through and be memorable in a positive way. To achieve this, focus on these four components: Authentic: The brand's story should be genuine and clearly reflect the values of your food and beverage product. Empathic: A brand's story must also connect in some way to the customer's emotions or needs. It cannot be all about your brand but how your brand impacts others. Consistent: Your brand’s story has to remain the same from one campaign to the next. It should have an even and consistent voice and a clear message, often focusing heavily on your brand’s strategic selling points. Impactful: Choose a brand story that is impactful enough to leave a lasting, positive impression on those who are exploring it. This impact should be so significant that it inspires others to take action. More so, every successful food brand must be unique enough to stand out but also believable. To form a human connection, the brand needs to understand what its customers desire and need from its brand and then deliver on that image. If it sounds complex, that is because it can be and because it is such a critical factor in building your business’s success. You should work with a consultant who can support you in creating and building a brand you want to be aligned with for years to come. How to Effectively Craft and Communicate Your Brand Story Consider this fact: The UAE's food processing sector is home to over 2,000 food and beverage manufacturing companies, which generate a combined $7.63 billion in annual revenue, according to USDA data. This means there is potential here, but it also means there is significant competition. To help you build your brand story, work with food and beverage consulting services that can gather information from you and formulate a clear brand strategy, one that incorporates storytelling. Here is a brief look at what goes into that process. Document your company’s core story. This should include defining your brand’s principles, including values, mission, purpose, and vision. Then, articulate the brand messaging, including building out a tagline and clearly defining the value proposition. Brainstorm ideas. Though complex in some situations, brainstorming ideas allows you to consider what makes your brand different and then determine the best way to present that

3. information to your target customer. Focus on your product, what you stand for, and what makes it unique. Build out and vet your ideas. Work to truly research your ideas, and if you are working with a consultant, be ready to take serious feedback. While business owners often know their products well, it can be hard to see what the customer’s needs and desires are, as well as what their emotional drivers are. Analyze your expected initial brainstorming to determine what you want every encounter to leave the consumer. Choose a comprehensive format. Today, a food and beverage brand must be omnichannel, creating a clear way to reach the largest number of potential customers. Consider all types of storytelling strategies, such as content building, case studies, and graphics that demonstrate benefits and values. Craft a narrative and test it. Your brand’s story is a work in progress, but it should have some elements that make it believable. Accuracy in those details can matter. Once you build out your brand's narrative, your next step is to test the waters and gauge consumer response. The Impact of Brand Story on Consumer Behavior As you explore your brand’s story, consider why it matters so much: Storytelling gives people a way and a reason to interact with and engage with your brand It creates emotional connections with the customer, which are maintained over the long term. Storytelling develops and maintains a competitive edge, providing consumers with a clear decision to be made Good storytelling for a brand also delivers better, more memorable campaigns. Seeking the Consultants You Need As you work to uncover your brand's story, do not overlook the importance of involving yourself in the process. What interests you? What makes your company memorable and different from the competition? Read our latest insights, ideas, and perspectives that explore the trends shaping the future of business and society. Our consultancy services go hand-in-hand with these insights, confirming our position as industry leaders. Get in touch to find out more about our consulting services and industry expertise.