Chef Deb

Have a Vision

Each of you has a unique culinary approach to your business. That’s what sets you apart and makes you special. When you find a unique angle from which to sell your services and build a name for yourself that is when your business can blossom!
As you’re growing your business, it’s important to step back every now and then and refocus on the essence of your brand. Throughout the years, I’ve re-branded my business and found better approaches to communicating about what I offer. Reevaluating your brand can certainly do wonders for your business as it has done for mine!
I thought this graph was helpful (it’s from CCD Innovation), because it helps us get back to the basics of what a brand is and I think that’s helpful to do once in awhile! It’s easy to get caught up in the day-to-day aspects of our business and forget about what makes up the core of who we are. Our brand is so important because we communicate this brand through various outlets: direct mail pieces, packaging, website, employees, email marketing, etc. Because there are so many ways we communicate our brand identity, it’s critical to have a clear vision of what that identity is and that you have an idea of where you want your business to go.
So today I’d like to focus on how strategy and vision plays an essential role in growing your culinary business
Why is strategy important? First of all, strategy provides you with a  bigger picture of your business. It also provides you with focus for your innovation and offers you the best leverage for your creativity.
Having a strategy also allows you to create a new space in your business, find a new target audience, extend your products/business idea, reduce costs, etc. There are many ways that strategy helps expand your business!
Here are some factors to think about:
 
Brand Fit/Personality-  In order to develop a good strategy…what do people currently associate with your company name/brand? How do you want your business to be viewed in the future?
Target Audience- Your strategy needs to take into account consumer needs. What is their emotional connection to your brand? What are their pain points? How does your product fit into their lives? When do they need this product?
Competitive Set- Look at similar businesses, what is your competition? How can your strategy help mitigate the competition?
These are just a few things to keep in mind as you continue to grow your brand. I’d like to leave you with an inspiring quote from Suman Sandillya, Executive Chef at Sterling Hotel & Resorts, Inc. “Vision without action is a dream, action without vision is a nightmare.”