A Conversation with Kristine Carey of Brand Guide
We understand the challenges that CPG brands face when it comes to positioning themselves in a crowded market. With so many products vying for consumers’ attention, it can be tough to stand out and create a distinct identity. Finding the right positioning strategy that resonates with your target audience while differentiating yourself from competitors is no easy task. But fear not! We’re here to help you navigate these challenges and unlock the full potential of your brand.
We sat down with Kristine Carey, the owner of Brand Guide and positioning expert. We’ve worked with Kristine numerous times before, and we’re thrilled to have her here to share the top four mistakes she’s noticed brands making. So, Christine, over to you!
Thanks for having me! I’m super excited to be here. Let’s dive into the four major mistakes I often see brands making.
Mistake 1: Not Going Beyond Your Product
One mistake I frequently come across is brands focusing too much on their product and not going beyond it. While it’s crucial to talk about the unique features and benefits, there’s more to a brand than just the product itself. Consumers want to connect with the brand, the founder, and the lifestyle it represents. To create a stronger connection, brands should expand their narrative beyond the product and showcase the broader aspects of their brand identity.
Mistake 2: Lack of Consistency
Another common mistake I observe is a lack of consistency. Brands often scatter their messaging, making it challenging for customers to grasp their identity. Consistency is key in creative deliverables, such as colors, fonts, design (packaging/branding), and copy. By maintaining consistency across all touchpoints, brands can effectively communicate who they are and what they stand for, making it easier for customers to recognize and engage with them.
Mistake 3: Not Knowing your Target Audience
Not knowing your target audience is a big issue. Many brands make the mistake of thinking their product is suitable for everyone. However, understanding your specific target audience and the problem you’re solving for them is vital. It’s important to conduct thorough research, surveys, and engage with consumers to gain insights. By doing so, you can align your brand and messaging to attract the right audience and meet their needs effectively.
Mistake 4: Not Having a Brand Character
Lastly, many brands overlook the importance of establishing a brand personality. Brands should go beyond their products and develop a distinct personality that resonates with their consumers. This can be achieved by choosing an archetype that represents the brand’s values and positioning. By embodying a specific personality, brands can create a deeper and more meaningful connection with their target audience, fostering loyalty and differentiation.
If you’ve recognized any of these mistakes in your brand, don’t worry! The good news is that they are common pitfalls, and with the right guidance, you can overcome them. At Fizz and Brand Guide, we specialize in helping brands navigate these challenges and optimize their positioning. So, if you’re ready to take your brand to the next level and avoid these mistakes, don’t hesitate to reach out to us; we’re here to help you succeed!
If you’re a CPG brand that needs help positing your brand the right way you can reach out to Kristine via her website: https://www.kristinecareybrandguide.com/ or by emailing her: kristine@kristinecareybrandguide.com.
