Please read to the end to see more shout-outs to the food business owners who shared their insights with me so I can ensure my programs and podcast content best serve all of you in your businesses. These shoutouts are a thank you for their time and transparency!
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Do you ever struggle to explain what makes your brand different? Maybe your products taste better, support regenerative agriculture, or fund job training—but how do you make people see that your brand is truly better?
This question came in from a listener:
“Katie, how can I tell people that our products ARE ACTUALLY better?”
Let’s break it down. Having a great product isn’t enough. To grow and scale, you need a strong brand that invites people into your story—so much so that they want to invite your brand into their story.
Think about it: When someone buys your product, they’re literally inviting you to their table, lunchbox, or snack break. That’s pretty cool!
So, how do we make sure they see your value? Here are four steps to help you communicate why your brand is actually better.
1. Shift from Selling Products to Building a Brand
Start by teasing apart product features from brand benefits—because it’s not just about what your product is, but why it matters.
For example, instead of just saying your product is a good source of protein and fiber, highlight the benefit: it keeps you feeling full so you can power through your day.
Some brands have a long list of features and benefits, while others are still defining them. Either way, getting clarity is key. I’ll share a few episodes at the end that are relevant resources.
Once you identify your core benefits, document your Brand Strategy System, which of course I can help you with! This includes your brand pillars, positioning, and key messaging. Getting this out of your head and onto paper ensures consistency across your team and makes it clear what sets your brand apart.
2. Define ‘Better’ for Your Ideal Audience
“Better” is subjective. What’s better for your ideal audience may not matter to everyone—and that’s okay!
Imagine your audience as opting into a spot within concentric circles. Your core fans—the ones who love your brand and will keep coming back—are at the center. They should be your primary focus when making decisions about products, messaging, and partnerships.
Yes, you’ll attract people from the outer circles too – and we need them — but with limited time and budgets, early-stage brands typically do benefit from laser focus. If you have an hour or a dollar to invest, where would you put it? The answer is: on the people who are most likely to become loyal customers and tell their friends.
When you speak directly to them, you create a clear, compelling brand story that makes it easy for the right people to see why your brand is actually better.
3. It’s Show AND Tell, Not Just Tell
Not to overanalyze the words in the question, but words do matter so I want to reframe this a little bit. Just like it goes beyond product to brand, it goes beyond telling to showing and telling. Telling people isn’t enough—you have to show them.
Think about it: when you sample your product, you sell out. But when you’re not there, it’s a harder sell. That’s because seeing, smelling, tasting, and experiencing your product creates an emotional connection.
So how do you create that same connection when you can’t be there in person?
- Visual storytelling – Use high-quality images and videos that bring your brand to life.
- Social proof – Let customer testimonials and reviews do the talking.
- Compelling copy – Instead of just listing features, tell a meaningful, memorable story.
For example, if your product is $2 more than the competition, make sure the value is clear—why is it worth it? Use a mix of logic (facts, features) and emotion (taste, mission, lifestyle) to connect with customers in a way that makes the choice feel obvious.
4. Be Consistent, But Keep It Interesting
Consistency builds trust, but that doesn’t mean you have to be boring.
With your brand strategy documented, you and your team can show up consistently while keeping content fresh and engaging.
Creativity is key! You don’t want to blend into the sea of sameness—you want to lean into what makes your brand special. Every day is an opportunity to bring that to life in an intentional way.
Wrapping Up
These four steps will help you highlight how your brand is actually better—for the right people—by building a strategic foundation that makes every marketing decision easier.
If you’re feeling stuck or unsure about your brand messaging, let’s start with a Brand Audit. This session will give you a clear snapshot of where you stand—what’s working, what’s not, and where you have the biggest opportunities to refine and strengthen your messaging.
Visit realfoodbrands.com to learn more and get started!
And now, for those shoutouts:
- Start Right Foods: I spoke with Clint, and you can stay tuned for an upcoming episode with him. Clint and Kyle co-founded this brand, making frozen high-protein Waffle Sliders in four flavors. They solve the breakfast dilemma and help you start your day right. https://www.startright.com/
- Soul Good Confections: Kimberly’s premium organic vegan caramels, made entirely from coconut ingredients, bring joy to your soul. They’re free from gluten, soy, dairy, nuts, preservatives, and additives—and they’re delicious! https://soulgoodconfections.com/
- The Honest Bison: Sean is dedicated to trust and transparency with a premium selection of 100% grass-fed, naturally grazed, and regenerative ranched meats from family-owned U.S. ranches. thehonestbison.com
Thank you to each of you for your contributions and hard work!
Tune in next week because I am bringing interviews back and I know you’re going to find my guest and his food business story pretty interesting.
In case no one told you today, your work in the food industry is important. Let’s go shake up shopping carts!
Related Episodes
Understanding the Difference Between Features & Benefits