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Episode Info: Learn more about Brazi BitesSupport the show____Full Transcript:F Geyrhalter: That was Junea Rocha, who founded Brazi Bites. Since our last episode, we know it takes no culinary background to create a food product that sells like hot cakes, or in Junea's case, like hot cheese bread. I had such a great time hearing her story, from being a civic engineer to running her brand with her husband. Killing it on Shark Tank, making Inc's fasting growing private company list in the US for the past two years, spending three grueling years on the road selling and testing their product, to today, where they run 8000 stores. And you will soon know why, as you will be able to witness her drive, her contagious energy, and learn from Junea's vast branding and positioning knowledge. Not only if you're in food and beverage or branding, or if you want to take the leap into entrepreneurship from your cushiony job. No, even if you are just a consumer, this is a fascinating conversation. Welcome to the show, Junea.J Rocha: Thank you. So happy to be here.F Geyrhalter: Yeah, thanks for being here. I want to start us off with a big question that also tells us a bit of your journey. What did branding mean to you when you were back in Brazil, or even while working nine to five as an engineer in Portland? Basically in your past life. And what does it mean to you now that you brought a product to market successfully?J Rocha: Well, before I started Brazi Bites, I would say I never paid attention to branding. I was a receiver, right? I was a consumer. I was a purchaser, and branding was impacting my life, but I never noticed it. It was seamless because I was impacted by my shopping patterns, but everything changed once I decided to launch my own company and understand, "How would people choose to buy my product," and really started to learn. So I would say I didn't know much about branding, I was just a regular consumer shopper because I would say, before I started Brazi Bites I was an engineer and in construction you really don't get into branding. It's not a very creative field. It's very hard work and intense and important, but not very creative, and so ... Starting the company, knowing branding, and getting deep into it and focus on it has been critical to the success of our company.F Geyrhalter: And what does it mean to you now, when you think about your brand, the word branding? A lot of people think about the logo and they think about packaging, but to you, what does it mean today, looking at your company?J Rocha: I would say in a simplified way, the foundation of the brand is the logo. Is your side and your package and your promotional materials, but the branding, to me, is more than that. It's the promise to our consumers. Our branding is, it tells the consumers what they can expect from us, what they can expect from our products, and it differentiates us from our competitors in the marketplace.F Geyrhalter: Absolutely. And going back to what you just said, yo...
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