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

Real Food Brands Marketing Podcast

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!