From decadent chocolates to cheeses that you can’t wait to share, and freshly baked goods to sweets that satisfy your sugar cravings, there are a wealth of wonderful and luxurious food items out there to devour, created by artisan producers who aim to offer something different than the mass market producers.
There are many elements that need to come together and a lot of work that goes into creating a successful artisan food brand that reaches the right people, and if you’re looking to enter the market and are seeking some guidance, you’ve come to right place. Below, we take a look at what you need to consider before starting out in the luxury food industry.
What is so special about your product?
Do you already have a solid idea of what it is you want to create? If so, that will certainly help you on your way to creating the best product. You will need to ask yourself what is different about your product compared to similar items like it already on the market. What is its unique selling point (USP)? What will go into it to make your special item even more special or unique? Do you have a sustainable angle that you’d like to explore? Is it the only product of its kind, made from recipe passed down generations? Answer these questions and you’ll be well on your way to creating your branding story.
Test, refine and make it great!
Once you know what it is you’re creating and what makes it special, a crucial part of the process is to get some initial feedback by way of market research. Work out what your target audience is, create your product, test it on a big as audience as you can and listen to their feedback, it will go a long way towards refining your final product. And don’t be afraid to listen and reflect on customer feedback further down the line as well to ensure your brand stays on track.
Always make sure that your food item is of high quality, ensure that it can be made the same way again and again – consistency is key for a loyal fan base – and be happy that what you end up creating matches yours and your customers’ expectations.
Brilliant branding
Now you’ve refined your product and considered what makes it special, it’s time to perfect your identity and create the story around it so that you have a clear message for your future buyers. Is there a certain colour you’d like your brand to be associated with? A font or image that you want people to instantly associate with your brand or products? Work with a designer to create a unique logo that fits your brand perfectly and take this across your packaging, website and social media channels.
Packaging is crucial to your success; your item may have to stand out among shelves filled with many other similar items and its refined nature will need to be reflected in this. Be sure to source your own custom food packaging with your chosen branding and add a little information in there, so your customers can get to know more about your unique story.
Distribution
Where will you be selling your luxury food product? Do you need to get in touch with distributors so that they can source delicatessens and shops nationwide to pitch your products to? Would you rather approach local sellers yourself? Perhaps you are the only seller of your product – and therefore are you selling online or in a store? Even if you’re selling in your own store, don’t underestimate having a strong online presence (and engage with your audience) to promote your goods – people will travel and seek out your product if it looks tasty enough.
The future
Now that your product is out there for all to see and devour, it’s key to continually promote it to ensure it stays in your current customers’ minds and also regularly attract new ones. Whether that’s through paid advertising, trade shows, online partnerships or something else. Always offer great customer service, listen to feedback and don’t be afraid to dream big for your brand, as long as you can keep up with demand as you grow.
