5 Steps To Launch An Organic Brand
1. Get certified as an Organic producer. Certification identifies suppliers of products approved for use in certified operations. For consumers, “certified organic” serves as a product assurance, similar to “low fat”, “100% whole wheat”, or “no artificial preservatives”. The process is a long drawn one and quite rigorous varying from country to country. Certification generally involves a set of production standards for growing, storage, processing, packaging and shipping.
2. Position yourself as Organic. You may be marketing a clothing line or foods or cosmetics, but the main category you are operating in, is the organic space. It is a clutter free space with few players. Other brands may call themselves ‘natural’ or ‘free from chemicals’, but nobody can stand up to to an organic certification. Be confident about it and flaunt it.
3. Educate your consumer. Consumers inherently feel a need to opt for healthier options, but may be unaware of the value that your brand brings to them. Your organic idea cannot be communicated in a slogan because it is not an impulsive purchase, it is a lifestyle. So narrate your story, send out newsletters, keep a dialogue going with your consumers. Focus on selling the lifestyle first, the brand second.
4. Price yourself wisely. The biggest grouse about organic brands is that they cost too much. Consumers feel this may just be another marketing tactic to fleece them. Control your costs so that you can pass on the benefit to your clientele. Opt for packaging that does not cost too much. Cut down your retail costs by decorating yourself. Get rid of anything too fancy that costs too much. Organic branding is about what is inside the bottle. If that is of value, it doesn’t need dressing up.
5. Keep the faith. The path to launching and sustaining an organic brand may be a bit discouraging at first. It takes time to build a brand that first requires you to educate your consumer. Be patient and don’t be tempted to give up. Don’t even consider diversifying into a mainstream brand. You belong to an elite group that is promoting a lifestyle benefitting humanity. In times of despair, focus on the intangible wealth that you are carrying with you. Success is just around the corner.
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