Building a Brand
March 01, 2003
In the commercial baking industry, there remains an ongoing discussion about the value of building and maintaining a recognizable brand name. Often, there is a wider perception gap between private label and branded bakery foods than in any other food category in the grocery store. For their part, in-store bakeries often sell private label items as a way of conveying to customers the image of fresh, store-baked breads, rolls and muffins – an approach that has proven to be successful and worthwhile.
However, at Uncle Wally’s we remain as convinced and committed as ever to the value of building a trusted, quality brand name. We’ve all witnessed that changes in American purchasing and eating habits throughout the last few years have focused more on convenience and quality without sacrificing value. The tremendous benefit of a brand name in such an environment is that it affords the consumer the ability to purchase a trusted and familiar product regardless of where they shop. It eliminates the guesswork involved in comparing one grocery chain’s private label offerings to another’s, and it says to the consumer: “We’re proud to put our name on what we do, we’re willing to earn your trust in our products and we intend to be here to serve you for years to come.” These benefits are further evidenced by the recent trend of many in-store bakeries now branding their own in-house private label offerings.
More than anything, our belief in the value of a brand is more strongly confirmed by the many calls and emails we regularly receive. Whether it’s positive comments from a satisfied customer or an out-of-town visitor asking where they can buy Uncle Wally’s products in their area, consumers constantly demonstrate the importance that purchasing and eating habits play in their lives on a daily basis and the value that a brand name adds to the process.
Although the baking industry will surely continue to change and evolve in the years ahead, one thing is certain: American consumers will always demand consistency, quality and satisfaction in the products they enjoy and serve their families. With a brand name, they know they’ve got it!