Why do farmers' markets continue to increase in popularity, even in an increasingly digital age? Consumers crave authentic, local food experiences and a connection to the source of their food. By understanding human emotions and leveraging the power of storytelling, food businesses can connect with consumers on a deeper level, build trust, and create lasting brand loyalty.

Branding is the essence of a company. It’s how you create consistency and brand recognition with customers and prospective clients. Most people can look at the colors red and yellow and immediately think of McDonald’s. Imagine if McDonald’s had changed their logo across various campaigns throughout the years, would the iconic yellow arches still be familiar to audiences? In order to maintain an unwavering brand identity, McDonald’s likely has brand guidelines in place to keep things dialed in even when there might be too many cooks in the kitchen (pun intended).

“Knowing your audience is the most important aspect of building a brand. It's as if you're building a rapport with another human being and before you meet the person you learn as much about their needs, wants and desires, you won't just walk up and 'wing' it - the same is true of brands.”

Anam Haleem, “Marketing Communications Manager | Digital Marketer | Public Relations Specialist

Jo Malone on scaling her second brand, this time for Gen Z

Two decades after she sold her eponymous brand to Estée Lauder, fragrance entrepreneur Jo Malone discusses her second brand, Jo Loves.

When was the last time you trusted someone or something whole-heartedly? And, if you did, that particular person or thing most likely might be the one who is the closest to you, one very special.

Branding isn’t just deliverables, it’s an experience. Think of Sobeys or Roots or even Canadian Tire. While these brands are selling a product/service, these brands invite viewers into an experience and the viewers feel something when they interact. These brands have served customers with a consistent experience for years and decades which has built trust over time thus resulting in a die-hard fan base. So, how does one go from brand experience to building a dedicated fan base? It all begins with setting a firm foundation.

From our friends at FastCompany.com

You’ve seen the memes circulating Instagram, but in case you need yet another reminder: 2020 isn’t just a new year. It’s a new decade. The end of one 10-year stretch and the start of a new one creates the opportunity for many to think about long-term goals. Since most career-driven people have experience focusing on short-term wins, thinking more holistically about our vision and aspirations can feel somewhat foreign. But it can be especially useful. Pinpointing our North Star, especially when it’s far out of reach, can guide our choices and path. Read on…