Listen Now

Have you ever noticed something in your business isn’t working as you planned, or as it once did? Sometimes things that made sense just aren't a good fit anymore. We spend so much time and energy trying to keep pushing forward that it can be hard to step back and admit when things aren’t working the way we want them to—and decide what to do about it. Today on Episode 111 of the Real Food Brands Marketing Podcast, Host and Food Brand Strategist Katie Mleziva talks through what to do when something in your business is out of alignment, and what she’s doing about that in her own business to make an adjustment. In This Episode: Why it can be hard to identify when something is out of alignment with your vision. What questions to ask yourself about alignment. Why having your brand strategy documented can help you stay aligned. How to break down your ‘Knowns and Unknowns’ to make big decisions more manageable. Why it’s so important to create space to find joy in the journey. What Katie is doing to realign her time for the summer. Resources: The Real Food Brands Podcast Index by Topic Download Your Free Brand Strategy Checkup Brand Strategy Streamlined Course Details Book a 60-minute 1-on-1 Brand Strategy session with Katie Connect with Katie on Instagram

Have you ever thought about the difference between content and copy? And how each works differently to connect with your reader depending on if you’re talking about a website, social media, ads, packaging, etc? Today on Episode 110 of the Real Food Brands Marketing Podcast, Host and Food Brand Strategist Katie Mleziva has a conversation with Celsea Jenkins, the owner of Grassfed Copy about the art and science to writing great copy that converts people from readers to taking an action. Celsea shares Katie’s passion for health and wellness – and clear messaging – and the episode highlights their shared enthusiasm! Listen to hear Celsea’s six copywriting tips to help your food brand stand out. In This Episode: The difference between copywriting and content writing. How you can step into the shoes of your ideal audience to know what to write about. Why good copywriting that sparks action starts with good brand strategy. How copy and design can work together to communicate better than each alone. Why telling your brand story is about inviting the customer into a story. Where to look for “sticky copy” and why it’s so valuable. A key thing that web pages and emails that don’t convert are usually missing. How to strike a balance with SEO keywords and a conversational tone. How you can get notified when Katie and Celsea go LIVE in the Real Food Brands Marketing Round Table on Facebook. Resources: Grassfed Copy website Guju Kitchen copy example Ep #104: What Is a Brand Positioning Statement? The Real Food Brands Podcast Index by Topic Download Your Free Brand Strategy Checkup (and get notified about the LIVE Q&A session!) Brand Strategy Streamlined Course Details Book a 60-minute 1-on-1 Brand Strategy session with Katie Connect with Katie on Instagram

Sometimes you need to let yourself dream and think big. Instead of letting other people tell you how things work and why you can’t do something, it can pay off to look at things from a new perspective. It helps, of course, to have a great story, which is something that brand strategy work can really help with. Today on Episode 109 of the Real Food Brands Marketing Podcast, Host and Food Brand Strategist Katie Mleziva sits down with Monique and Chevalo Wilsondebriano, owners of Recipe for Retail and the Charleston Gourmet Burger Company. We’ll learn how thinking BIG took them from a backyard BBQ...to a food business idea...to a product...to a brand that’s on the shelves of Whole Foods, World Market, Costco, Wal-Mart, and more...to winning QVC’s Choice Food Award. In This Episode: How Monique and Chevalo started their business at a backyard barbeque. How they used the Charleston Farmer’s Market as a testing ground for their product. Why their personal story worked so well to get them on retail shelves quickly. Why working on their brand early and getting it right was so important to their success. What people are really buying when they’re buying your product. How they help other entrepreneurs with their Recipe for Retail course. Resources: Charleston Gourmet Burger Company Recipe for Retail The Real Food Brands Podcast Index by Topic Download Your Free Brand Strategy Checkup Brand Strategy Streamlined Course Details Book a 60-minute 1-on-1 Brand Strategy session with Katie Connect with Katie on Instagram

As you’re working to build your food business or farm, brand strategy and brand development may seem like something that can wait for later. The thing is, brand strategy work goes far beyond your logo or fonts or colors. When you’ve done the work to create your brand’s North Star, it serves as the guide and the glue for everything you do on the front AND back end of your business. It helps you make decisions that will deliver a consistent, cohesive, and relevant experience to your consumers. More importantly, it can help them know how to talk about your brand to others and drive better word-of-mouth marketing. Today on Episode 108 of the Real Food Brands Marketing Podcast, Host and Food Brand Strategist Katie Mleziva builds on the last episode and offers three additional tips based on a presentation she recently shared with the cohort of the Food Finance Institute’s food business accelerator program. This is a two-part series because Katie wants you to be able to really consider the tips she’s sharing and think about how they apply to your natural food business or farm. In This Episode: Why brand strategy should come before your next big project, not after. Why it’s so important to be genuine when you’re talking about values. Examples of brands that have strong alignment with their values. Ways to think about personalizing your consumer’s experience. How to stand out when consumers are bombarded with messaging. Why it’s OK to be repetitive as long as you are relevant and consistent. Resources: Ep #68: Turn Your Marketing Plan into a Consumer Connection Plan The Real Food Brands Podcast Index by Topic Download Your Free Brand Strategy Checkup Brand Strategy Streamlined Course Details Book a 60-minute 1-on-1 Brand Strategy session with Katie Connect with Katie on Instagram

Brand strategy work is something that is second nature for big brands, but not as common for small brands. There’s so much to do when you’re wearing all the hats that it can seem like something you’ll get to “next.” While big brands have access to brand managers and agencies, we can help even the score by providing streamlined versions of the concepts they use to focus on the key parts of the process to help you build a brand that stands out no matter who you’re lined up next to. Today on Episode 107 of the Real Food Brands Marketing Podcast, Host and Food Brand Strategist Katie Mleziva shares a presentation she recently shared with the cohort of a food business accelerator program. This is a two-part series because Katie wants you to be able to really consider the tips she’s sharing and think about how they apply to your food business or farm. In This Episode: Why Katie wants to share these Brand Strategy tips with food business owners and farmers. The first 3 tips Katie has related to brand positioning, brand story, and humanizing your brand. Multiple examples that support each of Katie’s brand strategy tips. Why Katie shares stories of small brands, not just big brands How you can tell that the seeds that you plant with brand strategy are coming to life. What to expect in part 2 of the episode Why to get started on your brand strategy BEFORE your next website project, packaging redesign, or sales pitch. Resources: Ep #104: What Is a Brand Positioning Statement? Ep #106: How Riemer Family Farm is Growing a Regenerative Brand Ep #91: The 3-Step Brand Strategy Streamlined Process Ep #83: Understanding the Difference Between Features & Benefits The Real Food Brands Podcast Index by Topic Download Your Free Brand Strategy Checkup Brand Strategy Streamlined Course Details Book a 60-minute 1-on-1 Brand Strategy session with Katie Connect with Katie on Instagram

A common approach for food and farm businesses is to think about offering a great product rather than building a strong brand. The thinking is that if a product is good enough, taste will ultimately win and of course, people will buy. While this is understandable as you perfect your craft, great taste and quality are expected these days so we don’t want your products to be seen as an interchangeable commodity. There’s so much more to your food brand’s story, so let's uncover it! Today on Episode 106 of the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva talks to Jen and Bryce Riemer, and Anastasia Wolf-Flasch, all of Riemer Family Farm, about their journey to define a brand strategy that invites people into a story of caring for and renewing the land through a multi-generation farming business. In This Episode: What led Jen and Bryce Riemer from city life back to their multi-generation family farm. How they honor the farm’s rich history while also building their own legacy. Why the farm’s one full-time employee is focused on marketing and customer service. The most challenging and valuable parts of working through their brand strategy. How having brand pillars and a story defined has impacted their logo, packaging, and website. Before and after insights about how this work has impacted their business. Resources to learn more about the importance of regenerative farming. Resources: Riemer Family Farm The Stockman Grass Farmer Kiss the Ground Sacred Cow The Real Food Brands Podcast Index by Topic Download Your Free Brand Strategy Checkup Brand Strategy Streamlined Course Details Book a 60-minute 1-on-1 Brand Strategy session with Katie Connect with Katie on Instagram

With over 100 episodes of the podcast now available, we thought it would be a good time to go back and highlight some of the great content you may have missed to help you find the right resources at the right time for your food business. To help, we’ve put together a list of some of our best episodes organized around the Brand Strategy Streamlined process: Define/Refine, Align, and Activate (and a few other categories to help you really navigate the topics...100+ episodes is a lot of content!). Today on Episode 105 of the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva highlights this new resource along with can’t-miss episodes from the podcast archives and a few tips at the end for your own content repurposing efforts. In This Episode: Why it’s easy to miss out on great content even if you’re a big fan of a podcast. Ways to make sure you’re listening to the right content for what you need right now. Why Katie made sure the Real Food Brands podcast player could work at 1.5x speed. Where to find our new curated index of Real Food Brands podcast episodes by topic. The “greatest hits” episodes you don’t want to miss or may want to revisit. A nudge and reminder to repurpose the best content you’ve already created. Resources: The Real Food Brands Podcast Index by Topic Download Your Free Brand Strategy Checkup Brand Strategy Streamlined Course Details Book a 60-minute 1-on-1 Brand Strategy session with Katie Connect with Katie on Instagram

If you want to understand brand positioning, think of Kia, Volvo, and Tesla. Sure, all three are car companies but they’re each very different brands with their own unique, loyal audience, product benefits, and customer experience. All of these factors combined for each brand create a very different offer for each and attract different groups of people as loyal fans of their brand. Today on Episode 104 of the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva goes into detail about how to write a brand positioning statement and how to know if yours is strong enough to make your brand stand out. In This Episode: How Kia, Volvo, and Tesla can help you understand brand positioning. Why brand positioning is a key component for everything that you do in your business. The formula for writing a brand positioning statement. Why you need to be clear about your ideal consumer and your category. How to identify your point of difference. What makes for a strong brand positioning statement. Resources: Ep #58: Getting to Know Your Consumers as Real People with Britta Schell Ep #65: [Brand Strategy Series] Setting Your Food Business Apart Step 2: Identifying Your Ideal Consumer Blog post: How to Identify Your Ideal Audience The Real Food Brands Marketing Round Table Brand Strategy Streamlined Course Details Download Your Free Brand Strategy Checkup Book a 60-minute 1-on-1 Brand Strategy session with Katie Connect with Katie on Instagram

We’ve been through a lot of changes in the past few years, and as a result, consumer behaviors are shifting. But as a food business owner how do you know what changes are temporary and what changes are here to stay? And how can you meet the evolving needs of your consumers? In Episode 103 of the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva sits down with Sarah Marion, the Director of Syndicated Research at Murphy Research. Sarah shares how consumers have shifted attitudes and behaviors related to food, fitness, and mindset over the past few years of pandemic-living as well as considerations for food business owners who want to meet these changing needs. In This Episode: What is syndicated market research? The behavior that’s been leading many “new-to-natural" shoppers into healthier eating. How an increase in mindfulness is playing a role in food choices. How each generation has adapted in terms of becoming more health-focused. Why younger buyers value convenience and what they are buying. How people are aligning what they eat with their values. Where you can learn more about The State of Our Health study. Resources: Information on The State of Our Health Study from Murphy Research Connect with Sarah on LinkedIn The Real Food Brands Marketing Round Table Brand Strategy Streamlined Course Details Download Your Free Brand Strategy Checkup Book a 60-minute 1-on-1 Brand Strategy session with Katie Connect with Katie on Instagram

Have you thought about the difference between brand story and brand history? While your brand history can certainly be a part of your brand story, the history is about the past and the story is about the future, and what you’re inviting people to be a part of. Today on episode 102 of the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva shares her guidance on writing a brand story and sharing brand history for your food business, plus 3 tips to make your brand story more compelling to create a lasting connection with your audience. In This Episode: The difference between a brand history and a brand story. Why most brands start with a brand history. Why you need to communicate WIIFM. How to assess the current state of your brand story. Why you need to find the transformation your brand offers a consumer, whether big or small. A starting framework for telling your brand story. Why it’s so important to start putting things down on paper. How to get more help with your brand positioning and brand story. Resources: Ep #74: From a Good Product to a Great Brand Ep #83: Understanding the Difference Between Features & Benefits The Real Food Brands Marketing Round Table Brand Strategy Streamlined Course Details Download Your Free Brand Strategy Checkup Book a 60-minute 1-on-1 Brand Strategy session with Katie Connect with Katie on Instagram

After episode 100, Katie’s daughter suggested that she “start over,” and it only seemed fitting that episode 101 should be a brand strategy 101—an intro-level class, so to speak. Today on episode 101 of the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva goes over the five W’s of how Brand Strategy can help you go from making a great product to building a strong brand that is well-positioned to stand out: WHAT, WHERE, WHO, WHEN & WHY. In This Episode: The winners of the 100th episode giveaway! Why it’s always a good idea to go back to branding basics before starting a big project. What Brand Strategy is all about. Why you need to be the hub at the center of the wheel. Why consistency is not boring. Where you should document your brand strategy. Why it’s never too early or too late to look at your Brand Strategy. Why milestones are a great time to clarify your strategy to align your tactics to the big picture. Resources: Ep #64: [Brand Strategy Series] Setting Your Food Business Apart Step 1: The Competitive Snapshot Ep #65: [Brand Strategy Series] Setting Your Food Business Apart Step 2: Identifying Your Ideal Consumer Ep #66: [Brand Strategy Series] Setting Your Food Business Apart Step 3: Company Strategy The Real Food Brands Marketing Round Table Brand Strategy Streamlined Course Details Download Your Free Brand Strategy Checkup Book a 60-minute 1-on-1 Brand Strategy session with Katie Connect with Katie on Instagram

When we launched the podcast in March 2018, we didn’t know exactly what the future would hold but we took a leap. It’s been a steady build over the past few years and we’re so thankful for all our listeners and guests who have made this show an enriching and rewarding experience as we work collectively to help more people get access to real food. Today on episode 100 of the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva reflects on one hundred episodes, shares her motivation behind working with food business owners 1:1 as well as by building a community, and announces a giveaway to celebrate the milestone. In This Episode: Why milestones are a good moment to reflect on how far you’ve come. The new Real Food Brands t-shirt collection that is here to celebrate and inspire all of your good work in the food industry, and how you can get one. Why you’re a big part of the Real Food Brands Podcast (thank you!). What we’re looking forward to on the Real Food Brands Marketing Round Table. How the song Crowded Table inspires Katie and puts words to what she wants to create in this community. The giveaway we’re doing on Instagram to celebrate 100 episodes. Resources: The Highwomen: Crowded Table The Real Food Brands Marketing Round Table Brand Strategy Streamlined Course Details Download Your Free Brand Strategy Checkup Book a 60-minute 1-on-1 Brand Strategy session with Katie Connect with Katie on Instagram

For a food and beverage business, it can be a big benefit to choose to go slow to go fast. While that may sound counterintuitive, taking a little time to plan can increase efficiency and help you accelerate more rapidly because you’ve got the clarity and confidence to know what to do next. Today on episode 99 of the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva explains why starting with strategy can help your tactics come together. In This Episode: The 3 main benefits of taking time to set your North Star (aka brand strategy) Past Real Food Brands episodes to help you shape your brand strategy. How brand strategy can help provide clarity on unanswered questions related to your consumers, competitors, and your company’s unique brand story. How to align the front and back end of your business to build a cohesive brand. Why having a strategy and a plan brings confidence to food business owners. Resources to help you develop your brand strategy. What we’re planning for our 100th episode (hint: there will be giveaways!) Resources: Brand Strategy Streamlined Course Details Ep #64: [Brand Strategy Series] Setting Your Food Business Apart Step 1: The Competitive Snapshot Ep #65: [Brand Strategy Series] Setting Your Food Business Apart Step 2: Identifying Your Ideal Consumer Ep #66: [Brand Strategy Series] Setting Your Food Business Apart Step 3: Company Strategy Download Your Free Brand Strategy Checkup Book a 60-minute 1-on-1 Brand Strategy session with Katie Connect with Katie on Instagram

Podcasts have exploded in popularity, and being a guest on one can be a big boost for both your brand and your credibility. But what kind of show are you looking for? How do you reach out? And how do you make it a success once you get a YES? Today on the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva shares how to make the right pitch, and what to do once you’re booked for an appearance. In This Episode: Why being a podcast guest can be great for your brand if you approach it right. What Katie has seen from pitches in her 3.5 years of podcasting. How getting clear about your brand strategy and brand story is important before you pitch. How to decide who to pitch to. The types of podcasts to look for. How to craft a great pitch with the podcast’s goals in mind. Why research and authentic connections are so important. How to show what kind of guest you’ll be. How to prep for a podcast appearance. What to do after a show publishes. Resources: Brand Strategy Streamlined Course Details Ask a Question on VideoAsk Podcast Ep #61: Lessons From an Uphill Climb Podcast Ep #91. The 3-Step Brand Strategy Streamlined Process Download Your Free Brand Strategy Checkup Book a 60-minute 1-on-1 Brand Strategy session with Katie Connect with Katie on Instagram

While Katie loves her 1:1 work with clients, she’s become increasingly aware that her impact is limited by the number of hours in the day. At the same time, while the Real Food Brands Marketing Podcast can help you piece together the process, there’s space for something in between the two—a self-guided but structured resource to help you create a strong brand strategy for your food business. Today on the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva introduces her solution – her new self-paced brand strategy course, Brand Strategy Streamlined™. In This Episode: Why Katie is offering a solution to bridge the gap between following along on podcast episodes and working with her 1:1 How a self-guided course can work better for some food brands and farms The three steps Brand Strategy Streamlined will guide you through Why the course is structured the way it is and how you’ll be able to use what you develop as your North Star Why you have access to the materials for 12 months when it won’t take that long to complete the course The feedback Katie has heard from beta testers who went through the course A fun new way to get in touch with Katie – she wants to hear your feedback! Resources: Brand Strategy Streamlined Course Details Answer Podcast Survey Podcast Ep #91. The 3-Step Brand Strategy Streamlined Process Download Your Free Brand Strategy Checkup Book a 60-minute 1-on-1 Brand Strategy session with Katie Connect with Katie on Instagram

Most of us are in the food and bev business because, in some way, we want to make a positive impact on how people eat. Most of us also have a Vision for the impact we want to make but might not know exactly how to accomplish this big dream. You may have heard the old phrase “a vision without a plan is just a dream.” Today on the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva shares her simple (but not always easy) 5-step process for accelerating towards making your vision a reality. In This Episode: Why Katie developed the Brand Strategy Streamlined Course Why getting your brand strategy in place is crucial to serve as the North Star to inform every other part of your business Why you should let yourself dream big The importance of putting things down on paper How a visual reminder can help make your vision tangible and motivating Why it’s so important to speak to people about your vision How to be ready when things start to happen Resources: Brand Strategy Streamlined Course Details The Good Food CFO Podcast Episode Big Hairy Audacious Goals Download Your Free Brand Strategy Checkup Book a 60-minute 1-on-1 Brand Strategy session with Katie Connect with Katie on Instagram

Selling direct to consumer can create new sales opportunities for your food brand, but it can still be hard to stand out with the marketplace as crowded as it is. Today on the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva sits down with Adam Pollack, Head of Content at Rodeo CPG, who has some practical tips for how to set up your DTC eCommerce website and what metrics you should be looking at along the way. In This Episode: How Adam’s experience founding two CPG businesses led him to his role at Rodeo CPG. Why DTC is the only place you truly own your relationship with your consumers. Why visuals are so important on your eCommerce website. How social proof gives you the credibility you need to remove friction for buyers. Why an email address is so important to capture on your eCommerce website. What works for eCommerce in terms of design, including some examples. The metrics you should really pay attention to instead of vanity metrics. Why Rodeo CPG launched their new program called Jumpstart for early-stage CPG brands. Resources: Get Your Free Brand Strategy Checkup Real Food Brands Marketing Roundtable Facebook Group Connect with Katie on Instagram Jumpstart by Rodeo CPG: The Playbook for Launching CPG Brands The Components of a Strong DTC Site For Your CPG Brand The Rodeo CPG Glossary Connect with Adam on LinkedIn

After you invest time developing your brand strategy to position your brand to stand out then you’re ready to put your plan into action. You see all the opportunities to make changes but there are so many opportunities that it can be intimidating. So the big question at this phase is typically what “what should I do first and who can help me?!" Today on the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva addresses one of the most frequently asked questions during the Activation phase of her one-on-one work with food business owners: what should I do first and who can help me? Katie walks through prioritizing actions, identifying capabilities needed, and finding the right people for the right roles as you build your team. In This Episode: Next steps after defining or refining your brand strategy. How to organize and prioritize your efforts to implement your new strategy. How to identify where you might need help based on capacity and capabilities. Examples of prioritizing marketing efforts and finding people to fill marketing roles. How your brand strategy helps guide copywriters and designers so you can delegate the details and focus on approvals. The hidden cost of doing things yourself instead of building a team. How Katie’s new on-demand Brand Strategy Streamlined™ course can help you get started defining, or refining, your North Star. Resources: Ep #91: The 3-Step Brand Strategy Streamlined Process Download Your Free Brand Strategy Checkup Book a 60-minute 1-on-1 Brand Strategy session with Katie Connect with Katie on Instagram

This week, we’re revisiting episode 49 from last year that is still super relevant today. We’ve been talking through brand strategy our last few episodes, and this refresher on common brand strategy mistakes and how to fix them is worth a second look. Enjoy! Brand strategy is an essential part of building a business that will grow, but we see a lot of food businesses make the same mistakes when it comes time to actually put it into action. On this episode of the Real Food Brands Podcast, host and Brand Strategist Katie Mleziva goes over the four most common brand strategy mistakes, and what to do if you think you might be making them. In This Episode: The resources Real Food Brands is offering to help you build your brand. How to differentiate your brand in the market. The question you need to ask yourself about how to make your brand stand out. Why consistency is so important in all of your brand’s materials. How to use the “one-room test” to see if your brand is showing up consistently in the marketplace. Why “I” and “we” are dangerous words to overuse in your marketing copy. Why many founders forget to communicate their brand strategy to their team, and what to do about it. Resources: Ep #2: How to Start Building and Documenting Your Brand Strategy Ep # 18: 3 Ways to Rally Your Team Around Your Brand Ep #23: How to Find Your Unfair Advantage Ep #91: The 3-Step Brand Strategy Streamlined Process Ep #92: Does Your Food Brand’s Personality Shine Through? Download Your Free Brand Strategy Checkup Book a 60-minute 1-on-1 Brand Strategy session with Katie Connect with Katie on Instagram 3 Day Building a Brand That Stands Out course details

If your food brand were a person at a party, what sort of person would they be? The loud, bold life of the party? Or the more relaxed, reserved, and clever person? Just like with people, our brands can take on personalities based on our vision and positioning in order to connect with the right people. It’s important to let your brand’s “true colors” shine through to help set your brand apart. Having a clear idea of what personality you want for your brand and how your brand will show up consistently in the world is a key deliverable of our brand strategy work. Today on the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva shares three questions to help define your brand personality to help you build connections and stand out from the crowd. In This Episode: How her most recent trip to Sedona helped Katie get grounded and centered again. Katie wants to know...where do you go to recharge? Why your brand personality is a key outcome of creating a brand strategy and should support with your purpose and positioning. The importance of leaning into your brand personality to attract the right people. Why brand personality comes so late in Katie’s Brand Strategy Streamlined™ process. Why you should describe your brand as if it were a person at a party. Why it’s also important to define what your brand is not. How to contextualize your brand personality to see if it makes sense. Resources: Ep #91: The 3-Step Brand Strategy Streamlined Process Download Your Free Brand Strategy Checkup Book a 60-minute 1-on-1 Brand Strategy session with Katie Connect with Katie on Instagram 3 Day Building a Brand That Stands Out course details