Food + Tech Ed
Food Startup Branding 101 Square

Food Startup Branding 101


This 3-part course will teach you the fundamentals of making your brand stand out. 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.


Product Description

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 3-part course will teach you the fundamentals of making your brand stand out. 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.

This course is for aspiring and new food and food tech entrepreneurs, or for anyone who wants to brush up on their branding skills.


Positioning Your Brand

You’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


Developing Your Voice

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


Kicking Ass on Social Media

Social media is one of the best tools for engaging new and existing customers, boosting awareness and showcasing what makes your brand unique. You’ll learn how to use your brand strategy to make your social media efforts more effective. You’ll get a basic overview of 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.


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.


Additional Information

Online Videos + Tools

Unlimited access to videos and tools


  1. Profile photo of nmcmillan

    (verified owner):

    I had zero experience with branding when I started my food company and the inexperience was apparent. Our packaging was ugly, our language inconsistent, and our colors muted and off-putting. This course was a truly fantastic introduction to the strategies and ideas that successful food companies use to build their brands. Making your product stand out amongst the 1000s of other food products out there is a difficult task, but this course will help tackle the challenge!

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