As a brand marketer, you want to make sure your brand has awareness and an affinity with your target audience. You’ll be concerned with your brand’s perception and what people are saying and thinking about it. You’ll work hard to make sure your brand is built and continues to grow with the right audience and customer base.
Then along comes a grocer or national retailer, and instead of wanting you to build your brand, they want you to help them build theirs. Sound familiar?
Thankfully, I’ve done both. Building your own brand is always the best option, of course, for if that national retailer were to ever leave you, their customers may seek you out elsewhere, or even directly, enabling you to keep some of that lost business. But let’s face it, in business, bottom line profit will always influence what you have to do, so if someone comes along with big a fat pay cheque to produce an own label product, should you turn it down and more importantly, will you turn it down? My experience in marketing so far says you won’t, because your company needs and wants that cheque.
So, whether you need to build and maintain your own brand, or produce an own label product or range for a retailer or customer, I can help. If you’d like more details, please take a look at my CV to find out what I’ve done. Just scroll down on this page to the box that says ‘Ready to find out more about me?’ On my CV you’ll find details of company re-branding projects as well as both brand roles and own label management for national retailers.