Why your CPG Brand isn’t standing out + How to Fix It

Let me just kick this off by telling you that the “saturated market” isn’t the reason.

In America, people literally buy ANYTHING. It’s actually kind of embarrassing how low our standards are. 

Anyway, competition has always existed. For every crowded shelf that you see in a store, think about how many other brands they had to fight to get there. I am going to break down a few blind spots you may have and why your brand is fading in the background. 

Lack of Clarity in your messaging

The worst thing you can do as a new business owner is assume your product will speak for itself. Sure, you probably have this amazing product. But how would I know that? 

If your messaging and branding is vague or unclear, nobody will buy. Confused buyers do not purchase. All the time you spend perfecting the product, you need to do overtime perfecting the messaging. 

Let’s take the brand Goodles for example. They’re not just selling mac & cheese. They are selling better for ya, protein packed, nostalgic and fun alternatives. People who purchase Goodles don’t want mac & cheese, they want GOODLES. Their messaging is clear, playful, and makes you curious enough to try it.

DORA:

Define your brand’s unique value in one sentence. If a customer can’t tell what makes you different in 10 seconds, your messaging needs work.

Failing to Resonate with your Ideal Customer

If your brand isn’t resonating, it’s probably because you’re talking to everyone instead of the right people or person. 

I will die on this hill. Your brand should come off as it is for one person. Speak to your customer like they are the only person in the room. What would you say to them? How would you describe your product? How would you ensure this would benefit their needs? 

Your audience should feel like your brand was tailor made for them. Let's reel it on back to our good friend Goodles. Based on their branding alone it’s quite obvious who their audience is. They have mastered creating a cohesive brand strategy that aligns with their target customer.

DORA: 

Get specific about who your ideal customer is. What do they care about? What language do they use? What would make them choose you over another brand? When I write copy, I write it for one person, give them an avatar, identity and go from there.

Struggling with Consistency in Brand Identity

You know what happens when a brand keeps changing its look, tone, or messaging? Customers get confused and annoyed as hell. Let’s take HBO for example. I mean HBO Max, no HBO GO. Wait, is it Max? You see where I’m going with this? You don’t need another rebrand. You don’t need to consistently try new things. You need to be reliable. 

But don’t get it twisted. A solid brand identity isn’t just about a logo or color palette. That’s honestly the least important part. It’s about how your brand feels across all touch points. 

Ok, I promise this is my last time bringing up Goodles. Can you tell I’m a fan? 

What separates Goodles from Kraft or any other mac & cheese brand? It’s fresh, playful and remixed. Mac & cheese is not new, but it was definitely time for a Renaissance and Goodles filled that void. When you purchase the other brands, you’re just looking for mac & cheese to go along with your dish. But when you purchase Goodles you are looking for a statement side dish.

Action: 

Build as many meaningful relationships with adjacent entrepreneurs, brands and copywriters. If you have someone that can vouch for you always, then you will never worry about consistent work. 

So basically, you don’t need to buy another course. You have everything you need. 

If you enjoyed this blog then you’ll love the video version here.