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Creating a Brand Voice That Will Connect With Consumers

There are myriad ways you can connect with consumers. One of the most important ways is developing a brand voice that shows the consumer packaged goods (CPG) world who you are and provides that first impression and connection with potential consumers.

Now, you may be thinking, “I have a brand. But does it have a voice?” Or maybe you’re thinking, “My brand has a voice, but is it saying the right thing?” 

Creating a brand voice that connects with consumers can seem like a daunting task, but we’ve done some of the heavy lifting for you and created this quick guide to help you create a brand voice that sings better than Pavarotti and Maria Callas combined.

What is a brand voice?

What do you think of when you hear the words “little blue box”? What comes to mind when you see a gecko? When you see a white cursive lettering on a red background?

If you said, Tiffany, Geico, and Coca-Cola, you’ve just passed your first test of understanding what brand voice is.

Simply put, a brand’s voice is its vibe or its personality, if you will.  It’s the image you create, and the feeling that you want consumers …

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MUST Wine Loft Discovers Charcuterie Must-Haves By Ordering On RangeMe

Are you hosting a dinner party? Looking for a one-of-a-kind Vermouth? In the mood for a unique, European-inspired dining experience? MUST Wine Loft has exactly what you are looking for! MUST Wine Loft is a European-inspired artisanal wine and cheese store and cafe located in downtown St. Petersburg, FL, specializing in selling all the wine, cheese, and charcuterie essentials you could want. They sell everything from cheese spreaders and wine glasses to curated gift baskets and retail wines. MUST even prepares full lunch and dinner menus incorporating local produce, fresh-baked breads, and artisanal products. The visionary behind this operation and business is Jessica Arkwright, Founder of the company and Mother of MUST Wine Loft. 

After working in the hospitality industry for more than 20 years and gaining years of buying experience, Arkwright decided it was finally time to open her own specialty store and cafe. She teamed up with retired cheesemonger, Raymond Cotteret, in 2020 and got to work on a business plan that would make their dreams come true. 

RangeMe had the pleasure of interviewing Arkwright to discuss the inspiration behind MUST Wine Loft, how she uses RangeMe to discover new suppliers and products for her customers, insights on …

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While selling a product for full price may be the main goal for many brands, there are also many reasons why a brand would want to put their product on sale. It may seem counterintuitive, but putting your products on sale can actually help promote an increase in sales—a lower price point gains more interest and trial, for example.

But before you go slashing prices on your products, be sure to take in the full picture of what it means to put your product on sale, and how that can affect your brand overall. Let’s look at some best practices when executing an on-sale strategy.

Promotions and limited-time sales

Does anyone not look forward to scoring a deal on a shopping holiday? And by that, we mean the days or weekends when consumers know products will be deeply discounted. Think Black Friday, Cyber Monday, Christmas in July sales, Back to School, Memorial Day sales—you get the idea.

These are the days that brands rely on to generate sales and profit, and they often do so by offering their products at a sale price, whether big or small. Black Friday 2021, for example, saw more than 154 million people shopping for …

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Empty Team Bench

Retailers are getting shoppers back in droves. That’s great news. For the most recent period, while online retail sales fell for the third straight month, visits to stores were up. In fact, NRF’s annual forecast predicts that retail sales for 2022 will increase between 6 percent and 8 percent to between $ 4.86 trillion and $ 4.95 trillion.


The Retail Doctor Blog…

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8 Tips: Exporting Your Products to the United States

Selling internationally is beneficial for the economy and allows small- to medium-sized businesses to grow quickly. However, this could hurt your business if you are unfamiliar with the process. Below are some helpful tips and guidelines to consider before breaking into the world’s largest economy, the United States.

1. Market research

Research is vital to prove your market value, especially if you plan to export your products to the hyper-competitive U.S. market. It is crucial to gather data on your customers including potential competition, demographics, and economic statuses. This information will help you develop a business strategy and validate your business plan in the U.S.

2. Review U.S. importing laws and regulations

Some items may be prohibited or restricted in the U.S., and some agencies may require a license or permit to export or import certain goods. To ensure your products comply with legal requirements, it is recommended to check the CBP and federal agency guidelines so you can ship and sell your goods in the U.S.

If you are shipping goods by land, air, or sea, work with a licensed customs broker. They have expertise in the entry procedures, changing regulations, requirements, taxes, and fees for imported merchandise.

3.

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tiny superhero

Many retail brands were built upon the idea that they are the superhero for their customers. That the reason customers want to come in and buy their brand is to show them off – whether they sell apparel, home furnishings, or electronics.

But the pandemic changed things.

Today the customer who comes in is the superhero and it is now your job to engage them in a dialogue that is personal and unique to them with a focus on helping them be the hero in their own story. Face-to-face communication and all its value are in danger for those brands that have abandoned all that can happen on the sales floor to boost conversion and add-ons.

Target recently reported that just 18% of their sales started online versus 82% in-store.

How are you going to get your share from those customers who have saved over $ 5 trillion dollars and are now ready to spend?


The Retail Doctor Blog…

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