Securing your spot on the shelf
This week, we’re diving into a crucial element of branding: how to make sure your product isn’t just great, but also easily found by your target audience. For those in the fast-moving consumer goods (FMCG) world, this often boils down to one key challenge.
Branding Before Breakfast Ep 208 Securing your spot on the shelf
This week we’ve been talking a lot about discoverability. It’s one of the key aspects of branding. Not only do you need to ensure you’re creating a distinctive, memorable brand, but that people can discover and find your brand, your product easily. So for FMCG brands, which is where our head has been a lot this week, that is obviously about securing a spot on the shelf.
And we know in supermarkets competition is brutally competitive. You are fighting for that spot along with hundreds and hundreds of other products. When you are approaching that point of your journey and you need to start to talk to buyers, there’s a couple of key things you really need to consider.
Data is something supermarkets love. And to be honest, you’re looking at data all the time when you’re creating a brand, you know you want to make sure that there’s a need, there’s a want there. And so really it’s just about turning those consumer insights that you should already have into a really compelling brand story to demonstrate to the buyer that people are looking for my product.
In conjunction with that, you need to show them how you’re going to grow the category. So not only do they want to understand that you’re going to be taking money away from a competitor, but that you’re actually going to be bringing in more customers into the store to buy your product. So how are you going to grow that category?
Increase usage, bring more money through the till, which is what they really care about. Use the data that you already have to tell that really compelling story about why your product is going to work and why people need it and want it in their lives, and then also demonstrating ways of how you’re going to grow the category for them.
Written by: Kiri White
Published: April 16, 2025