How Unwrapp'd Uses Brand Strategy to Set Their Brand Apart with Maria Capecelatro and Tom Miner

Real Food Brands Marketing Strategy Podcast: Food Branding Tips to Help Food Entrepreneurs Build a Strong Brand That Stands Out Using Brand Strategy as a Guide

Brand Strategy is the “North Star” to guide everything you do in your food business, but how do you actually go about using it in the day-to-day decision making that comes with leading a business?

For this episode of the Real Food Brands Marketing Podcast, host and Food & Bev Brand Strategist Katie Mleziva sits down with Maria Capecelatro and Tom Miner, co-founders of Unwrapp’d, an energy bite company based in Denver, Colorado. Listen in as they talk about how Unwrapp’d used their brand strategy to set a course, how they knew when to stay on that course and how it helped them be bold when it was time to pivot.

In This Episode:

• The two problems Tom observed about energy bars that were on the market.
• Why 2020 was the perfect opportunity to for Unwrapp’d to rebrand.
• Why your brand team should include a designer AND a brand strategist.
• The Brand Strategy Jumpstart exercises that helped Unwrapp’d get the most clarity.
• How Unwrapp’d worked their way up to national distribution at Target.
• How writing down your core values can help you make the big decisions, and some examples of Unwrapp’d core values.
• How their brand strategy guides and aligns everything they do, and why they wish they had looked at defining their brand strategy earlier.

Resources:

• Ep #56: Meeting Consumer Needs – What Are You REALLY Selling?
• Unwrapp’d
• Follow Unwrapp’d on Facebook
• Follow Unwrapp'd on Instagram
• Katie’s Brand Strategy Jumpstart program
• Real Food Brands Marketing Roundtable Facebook Group
• Real Food Brands website
• The Real Food Brands WorkshopTM – NEW!