Chèvre with Peppercorns - Made with Goat's Milk
-BRAND POSITIONING-
In Part 3 of
this Luxury Real Estate Personal & Company Branding article series
we discussed how Cowgirl Creamery, the Northern California (Sonoma
County) producers of artisan organic cheeses, does not actually compete
against global, mass-produced cheese brands, like Kraft’s Velveeta or
Cheese Whiz. Their ideal customer is a sophisticated consumer with a
discerning palate. We further clarified that the Cowgirl Creamery brand
is sophisticated yet down to earth which resonates with the values of their ideal customers.
Red Hawk by Cowgirl Creamery - Made with Cow Milk
Many luxury real estate marketing
professionals attempt to claim a similar brand position as they wrestle
with their competition for the same target market. So, we posed this
question:
“How can YOUR marketing message stand out in a sea of very similar communications from your competition who also claim they stand for the same thing?”
The answer is, get out of that wrestling
match, all together! Find an uncontested or underserved lucrative
market NICHE that you can serve better than anyone else and do so with
passion. Here is a great example of another successful producer of
artisan cheeses from the same county as Cowgirl Creamery.
Goat Milk Cheese VS Cow Milk Cheese
Goat cheese, or chèvre as it is called
in France, has grown considerably in popularity in the United States.
Laura Chenel is the recognized “pioneer” of American goat cheese
production. From its humble beginnings in late 1970’s, Laura Chenel’s
Chèvre has been acknowledged as America’s first name in chèvre.
The company’ state-of-the-art GOAT MILK
ONLY creamery is located in Sonoma County’s famous Carneros region
bordering Napa Valley. In 2006 Laura sold the company to the Rians
Group, a French family of artisan cheese producers with a commitment to
the same level of quality, tradition and artisan technique that Laura
herself held.
Both Cowgirl Creamery and Laura Chenel’s
Chèvre appeal to sophisticated consumers. Yet, like with Kraft cheeses,
they are not really in direct competition with each other.
However, in relationship to OTHER GOAT
CHEESE MAKERS, the harmonious blending of French technique and Sonoma
terroir (geographic, geologic and climatic conditions), place Laura
Chenel’s Chèvre more in the “highly sophisticated” end of the
sophisticated spectrum for its brand position (see Part 3). Being the
“first mover” in a new brand category further strengthens the
authoritativeness of this brand position.
Your brand position is that part of your luxury brand identity and promise of value that you must actively communicate to your target market in such a way that it establishes a distinct advantage over your competition.
We hope you have enjoyed this article
series on brand positioning and have understood the importance of
articulating your own brand position. If you would like our assistance
in clarifying and communicating your brand position in relationship to
your competition, we would be delighted to be of assistance. That is our
expertise.
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