CREATE AN UMBRELLA BRAND OF DAIRY PRODUCTS AND ROLL AROUND LIKE CHEESE IN BUTTER

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Monopoly has become the most popular game of modern times for a reason. To conquer the entire market and make the supermarket shelves full of your products is the dream of every entrepreneur. Only they won’t admit it to you 🙂

Creating an umbrella cheese brand: what it is and who needs it

Ukraine’s cheese market is a tidbit. According to the State Fiscal Service for 2017-year Ukraine exported cheese for 8 million 491 thousand dollars, which is more than in 2016-year by almost 20%. The market is actively developing: new European technologies are coming to us, and they allow us to optimize production.

The development of tourism in Ukraine contributes to the improvement of food culture. Have you noticed how often you see advertisements for different brands of camembert, and how moldy cheeses in supermarkets are slowly moving into the luxury wine departments? As old-school cheese products fans, we couldn’t get past that fact.

While developing the Globino umbrella brand identity, we evaluated the power of the cheese “umbrella” working for us. In this article, we’ll tell you in confidence how umbrella brands differ from the rest, and why one logo can make you buy a product without the slightest thought.

What an umbrella brand is and what it is eaten with

An umbrella brand is one marketing technique in which even different product groups can exist under a single identity.

In an umbrella brand, the brand name acts as the “locomotive” for all products. “Locomotive” in this case is the good name of the company, which sheds light on the components of the brand. For example, Danone has brought together breakfast cereals, sourdoughs and yogurts under its roof. And they are all a mark of quality that belongs to one boy dreamer looking up at a star in the night sky.

Umbrella Brand. Examples

The main advantage of an umbrella brand is to minimize the cost of promoting a new product line, as it is released already under a recognized brand.

Also, the umbrella brand opens up opportunities to introduce new related product lines. This is to beef up the brand’s flagship and establish itself in a broader product niche. Usually with cheese brands, other dairy products are more likely to be launched in umbrellas.

And that’s where the main danger lies for manufacturers. If you go to a restaurant where they serve you hair soup, you are unlikely to order a second course. A common label ties all types of products into one image that customers associate with the company name or logo.

I apologize for that example. But BSM is precisely the case where a common label works for its members

The main risk of creating umbrella brands is that different products have less recognition when combined under one label. Regular customers are loyal to one brand, but the type of product itself is not the key criterion for making a purchase. So there is a so-called brand dilution going on.

In addition, if a consumer has a negative perception of one product in the line, trust in the entire brand is lost.

Why is it best to start specifically with cheese?

According to Gosstat, cheese is among the top 5 products in the shopping basket of Ukrainians. Consumer interest in cheese products is growing, while the niche of dairy products in Ukraine is full of vacancies.

Ukrainian cheeses are considered a quality product not only in our country, but also in the world. Our producers exported cheese worth 4.1 million dollars to Kazakhstan, 2.3 million dollars to the Republic of Moldova, 997 thousand dollars to Egypt and 985 thousand dollars to other countries.

This is how the cheeses of our producers developed a loyal audience.

Even the kids love it. Verified by YouTube channel Letidor

For the stats:

more than 55% of consumers purchase dairy products at least twice a week, with 33% of respondents favoring milk and cheese on a daily basis;
consumer activity of women is due to the fact that they consume milk more (63% buy it for themselves, 54% of them drink milk daily), and 40% buy it for their children and grandchildren;
among men, only 19% of respondents buy dairy products for their children and grandchildren, and 28% – for other family members.
Almost half of the male audience (49%) buys milk for themselves, while 39% consume it every day;
It is worth noting that 22% of respondents do not buy milk at all. There are significantly more men who do not buy or drink milk than women: 35% vs. 16%.

The most optimal marketing strategy for cheese should target a female audience. Merchandise designs that will interest children (or their parents) are also welcome.

Umbrella identity: how to create a recognizable brand

Brand positioning is the message that the creators want to convey to their consumers. It should show customers why your product got into their hands and why they should take it home with them.

For example, your cheese will be hand-created exclusively from organic produce. Or a cheese package in the shape of a space rocket will appeal to kids.

By the way, the creator of the craft cheese brand “Lisova Farma” really lives in the forest

Once positioning is determined, experts develop a brand strategy. A brand strategy consists of the following elements:

defining and drawing up a portrait of the target audience;
choosing the most optimal positioning for the brand;
creating a recognizable corporate identity;
development of a brand advertising campaign;
Creating a budget plan for six months or a year, depending on the type of enterprise planning.

Logo and development of cheese packaging

A brand’s logo is a visualization of its positioning. Cheese logo design should evoke associations with dairy products, but at the same time not be trite.

For example, cheese packaging design has recently been appearing more and more often in a watercolor palette. Cheese packaging in blurred colors hints at the softness and lightness of the product, while evoking associations with childhood and cute drawings.

Example of excellent watercolor packaging performed by TM “Vysoko Vysoko”

A separate place is reserved for the cheese label. Nowadays, you don’t have to stick to the same corporate colors. Buyers welcome variety and play with shapes as part of an overall visual identity.

As an example – development of cheese packaging for “Globino”, made in KOLORO

Umbrella ads also do not have to be in a single style, but should evoke related associations. Many TMs use a branded jingle or character in all of their advertisements.

Umbrella brands are a challenge for COLORO

Packaging, design, brand positioning are important elements when building an umbrella brand. If you have the energy and inspiration to create an umbrella brand, that’s fine. If you think you don’t, you’re wrong:)