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Food Startup Branding 101 [Online]

Food+Tech Connect

Tuesday, April 15, 2014 at 12:00 PM - Wednesday, April 15, 2015 at 12:00 PM (PDT)

Food Startup Branding 101 [Online]

Ticket Information

Ticket Type Sales End Price Fee Quantity
Entire Online Course
Select this option to save 25% off of the entire course. You may also sign up for sections individually below. All sections will be pre-recorded and available starting on April 15.
Ended $75.00 $2.87
Class 1: Understanding Your Target Market Ended $25.00 $1.62
Class 2: Positioning Your Brand Ended $25.00 $1.62
Class 3: Developing Your Voice Ended $25.00 $1.62
Class 4: Kicking Ass On Social Media Ended $25.00 $1.62

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Event Details

Food is one of the most competitive industries out there, so creating a company that stands out is essential for success. Whether you're just starting out or you're trying to grow your business, having a cohesive brand strategy can save you a lot of time and money when trying to reach target customers, cultivate loyalty and ­create buzz.


This four-part online course will teach you the fundamentals of making your brand stand out. You will learn how to better understand your target customers, and you will create a cohesive brand strategy that you can use to clearly communicate your unique value across all of your products and marketing channels.

Course Takeaways:

  • Class 1: Articulate your target market's needs, behaviors and motivations

  • Class 2: Create your brand positioning statement

  • Class 3: Develop your brand voice guidelines and "About Us" copy

  • Class 4: Create a social media plan


This course is for aspiring, new or seasoned food and food tech entrepreneurs and organizations.


This course may be taken in its entirety or you may take classes individually. Please note that you will save 25% if you sign up for the entire course.

All classes will be pre-recorded and available online starting April 15.

This course is also available in-person in New York City. You can learn more here. 

Course Details:



Before thinking about positioning, you first need to understand your target market’s needs, behaviors and motivations. We’ll start by learning how to interview potential customers, turn qualitative research into useful insights and leverage those insights to shape your business.



  • Learn how to structure a basic research plan and discussion guide

  • Understand the 8 methods and best practices for low-barrier research

  • Explore how to conduct, capture and present qualitative research

  • Learn how to inexpensively gain access to research participants

  • Practice interviewing



We’ll do a deep dive into the first step of creating a brand that stands out: positioning. You’ll learn the fundamentals of positioning, get feedback from fellow participants and develop a positioning statement that clearly explains your company’s mission and what sets it apart.



  • Learn what positioning is, how it works and why it matters

  • Understand how the most successful brands are doing it right

  • Develop your positioning statement that you can use as your company grows



Being able to really connect with your customers starts with developing your brand voice. In this session, you’ll use your positioning statement to develop a cohesive communications style and brand voice guidelines, which you can use to inform everything from your website copy to your product packaging.  You’ll also write your “About Us” copy, so you can quickly and clearly communicate your brand story.



  • What your voice is and why it matters

  • How the most successful brands use voice to connect with customers

  • A process for discovering your brand's unique voice and developing brand voice guidelines

  • How to put this guide to use in the creation of your "About Us" copy



Social media is one of the best tools for engaging new and existing customers, boosting awareness and showcasing what makes your brand unique. For the final session, you’ll learn how to prioritize which social media platforms to invest in and how create content strategies for each of them. This guide will act as your roadmap, so you can say goodbye to the days of facing a blank screen and not knowing what to say.



  • Learn how to assess the value of social media for your business

  • Understand which brands are doing it right and why

  • Create a customized social media plan for your brand

About Your Instructors:


Julia Wu and Marni Kleinfield-Hayes blend creative insights and structured thinking to help brands work smarter. They bring a combined 10 years of experience working with food, beverage and lifestyle clients such as Diageo, Seamless, PepsiCo, Frito-Lay, Gatorade, Slimming World and Stacy's Pita Chips. Currently working as communication strategists at Knock Twice and Luminary Labs, Marni and Julia are eager to share their scrappy small agency attitude and big brand experience to help the startup community change the future of food.


Jason Wisdom and Andy Hagerman are co-founders of The Design Gym. The Design Gym is a NYC-based company that empowers people and companies with the tools to create change. In addition to designing, teaching and facilitating a variety of events and workshops on collaborative problem solving, they also launch various unique projects.  From a community-led office in Santiago, Chile to an idea accelerator disguised as a taco shop, The Design Gym is constantly finding new ways to change the way they work. Their clients have included organizations such as Applegate, Etsy, Acumen, Donors Choose and Mozilla to name a few.  


Refund Policy:


We are committed to providing you with the best possible education, so if you're not satisfied with your experience, we offer a guaranteed refund of individual classes or the entire course within 7 days.

Have questions about Food Startup Branding 101 [Online]? Contact Food+Tech Connect


Tuesday, April 15, 2014 at 12:00 PM - Wednesday, April 15, 2015 at 12:00 PM (PDT)

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Food+Tech Connect is the site of record and connector for the food tech sector. Through our news and analysis, online learning community Food+Tech Ed and events we help entrepreneurs create a better food future. 

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Food Startup Branding 101 [Online]
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