Brand strategy isn’t just for big brands with big budgets — it’s how smaller, purpose-driven food businesses can actually compete and stand out. In this 150th episode of the Food Business Marketing Podcast, Katie shares a simple, approachable way to get started with brand strategy so it feels doable, not daunting.

You’ll hear how her DEFINE–ALIGN–ACTIVATE framework works, why clarity, confidence, and consistency matter, and the three starting-line questions that help you lay a strong foundation.

Whether you’re brand new to the podcast or have been listening for a while, this episode will help you:

 * Understand Katie's big-picture framework of brand strategy and how it applies to food businesses of all sizes.
 * Pinpoint the three starting steps of her process that make everything else in your business more effective.
 * See how brand strategy moves you from selling great products to building a strong brand that people recognize and remember.
 * Celebrate the momentum of 150 episodes with two free resources to help you put today’s ideas into action.

🎁 Ep 150 Resources:

 1. A new Weekly Worksheet with the reflection questions from today’s episode to help you start your strategy. SIGN UP HERE for your Friday newsletter [https://realfoodbrands96684.ac-page.com/email-list?test=true&fbclid=PAZXh0bgNhZW0CMTEAAacUjsTwTy7ssHHSkQI-P-EzzuMya7QFG-yaWmMu8Q9pCQJc6B5YkYTxnrUjSA_aem_ZXiLiZtGHYQzY_PEk9Rp7Q].
 2. A “Start Here” guide to Katie’s Top 5 podcast episodes for food business owners (note: list will first be shared in Friday's newsletter, then this link will be updated).

🔗 OTHER LINKS & RESOURCES 🔗

✓ FREE Brand Review Guide download – realfoodbrands.com [https://five.libsyn.com/show/episodes/view/www.realfoodbrands.com] 

✓ Request an Intro Call [https://realfoodbrands.com/brand-success-system/] to discuss how we can work together

✓ Real Food Brands Marketing Roundtable [https://www.facebook.com/groups/RealFoodBrands] (FREE Community to continue the conversation)

✓ Say hi on Instagram: @realfoodbrands [https://instagram.com/realfoodbrands]

Thanks for listening – let’s go shake up shopping carts!

Katie Mleziva

Host & Food Brand Strategist | Real Food Brands

150. How Do I Get Started to Create a Great Brand Strategy?

Finding the right vendors, agencies, and strategic service providers can be a game-changer for your food business as you grow. In Ep 149 of the Food Business Marketing Podcast, Katie and Clint share some points to consider when evaluating potential partners so you can avoid wasting time and money—and instead work with people who truly support your vision and business goals.

You’ll learn:

✔️ Key criteria to consider when selecting strategic partners like vendors, agencies, brokers, and more.

✔️ How your brand strategy works as a filter for finding the right fit

✔️ Red flags to watch out for before you sign a contract

✔️ Practical tips to start small, test alignment, and build long-term relationships

The right partners should feel like an extension of your team, versus you pulling them along to keep up with you. Tune in to hear the quick tips we have for you today!

 

🔗 LINKS & RESOURCES 🔗

✓ Subscribe to my weekly newsletter [www.realfoodbrands.com] to get weekly worksheets to turn your ideas into action (scroll down and sign up for the Brand Review Guide).

✓ FREE Brand Review Guide – realfoodbrands.com [episodes/view/www.realfoodbrands.com] 

✓ Request an Intro Call [https://realfoodbrands.com/brand-success-system/] to discuss how we can work together

✓ Real Food Brands Marketing Roundtable [https://www.facebook.com/groups/RealFoodBrands] (Free Facebook Community to follow up on episode questions or ideas)

✓ Say hi on Instagram: @realfoodbrands [https://instagram.com/realfoodbrands]

✓ Start Right Foods [https://www.startright.com/] - the brand Clint co-founded with his business partner

Thanks for listening – let’s go shake up shopping carts!

Katie Mleziva

Host & Food Brand Strategist | Real Food Brands

149. How to Choose Your  "Right Fit" Agencies & Strategic Partners

Motivation feels exciting. It’s the spark that gets you moving, whether that’s launching a new product, pursuing a dream retailer, or setting up at a big show. But if you’ve ever felt your motivation fade, you know it isn’t enough on its own.

That’s where discipline comes in. Discipline is the steady commitment to your food brand’s vision and purpose that helps you stay consistent, even when the spark of motivation wears off. And as we've talked about in past episodes, consistency is what builds trust with your stakeholders like buyers, suppliers, influencers, investors, and importantly...your team!

In Episode 148 of the Food Business Marketing Podcast, food brand strategist Katie Mleziva and food business owner Clint Matthews unpack the difference between motivation and discipline and discuss why BOTH are essential for food brand growth.

You’ll hear real-life examples and stories that highlight how motivation sparks energy while discipline sustains momentum — especially when the challenges of entrepreneurship set in.

What you’ll learn in this episode:

 * Why motivation is important, but fleeting — and why relying on motivation can be risky.
 * The role of discipline in creating trust and consistency with your customers
 * How to root your discipline in your brand vision and purpose so you don’t get knocked off track
 * Why combining motivation + discipline is the secret to sustainable food brand growth

Katie also shares how her Define–Align–Activate process helps food business owners take all that motivation and channel it into disciplined, aligned action. That’s the mindset shift that turns ideas into impact and fuels sustainable growth for your food brand.

🎧 Listen now to discover the mindset shift that will fuel your brand for the long haul — and help you shake up shopping carts!

🔗 LINKS & RESOURCES 🔗

✓ Subscribe to my weekly newsletter [www.realfoodbrands.com] to get weekly worksheets to turn your ideas into action (scroll down and sign up for the Brand Review Guide).

✓ FREE Brand Review Guide – realfoodbrands.com [https://five.libsyn.com/show/episodes/view/www.realfoodbrands.com] 

✓ Request an Intro Call [https://realfoodbrands.com/brand-success-system/] to discuss how we can work together

✓ Real Food Brands Marketing Roundtable [https://www.facebook.com/groups/RealFoodBrands] (Free Facebook Community to follow up on episode questions or ideas)

✓ Say hi on Instagram: @realfoodbrands [https://instagram.com/realfoodbrands]

✓ Start Right Foods [https://www.startright.com/] - the brand Clint co-founded with his business partner

Thanks for listening – let’s go shake up shopping carts!

Katie Mleziva

Host & Food Brand Strategist | Real Food Brands

148. Motivation + Discipline: Your Mindset Shift for Sustainable Food Business Growth

Legacy isn’t just about how long you or your brand have been around — it’s about the values you stand for and the consistency you bring to life through your brand. In this episode, Katie Mleziva - your food brand strategist - shares five ways you can start building a legacy brand that goes beyond products to create positive impact and true staying power.

What you’ll hear in this episode:

 * Why legacy brands are built on values, not just products
 * How to use your purpose, vision, and values as your North Star
 * Why knowing the fans of your brand deeply helps you stay relevant - even across generations
 * The importance of standing for something bigger than your product
 * How consistency builds trust without becoming stale
 * Why bold moves aligned with your purpose build lasting impact
 * A few thoughts on the recent Cracker Barrel rebrand

🔔 Don't forget to get on the email list for Friday emails that include short, fun worksheets to help you bring your ideas to life!

If you want to make a positive impact and leave a legacy with the brand you're building, you don't want to miss this conversation.

🔗 LINKS & RESOURCES 🔗

✓ Ep 145: When Opportunity Knocks, Will You React or Respond [https://realfoodbrands.com/2025/08/144-when-opportunity-knocks-will-you-react-or-respond/]

✓ FREE Brand Review Guide – realfoodbrands.com [https://five.libsyn.com/show/episodes/view/www.realfoodbrands.com] 

✓ Real Food Brands Marketing Roundtable [https://www.facebook.com/groups/RealFoodBrands] (Free Facebook Community to follow up on episode questions or ideas)

✓ Work with me: 1:1 Brand Review Workshop [https://five.libsyn.com/show/episodes/view/37423625#] or Brand Success System [https://five.libsyn.com/show/episodes/view/37423625#]

✓ Say hi on Instagram: @realfoodbrands [https://instagram.com/realfoodbrands]

Thanks for listening – let’s go shake up shopping carts!

Katie Mleziva

Host & Food Brand Strategist | Real Food Brands

147. 5 Ways You Can Build a Legacy Brand (Rooted in Values, Not Just Products)

What does it take to build a food brand that leaves a lasting impact? Whether you’re just starting out or decades in, your legacy isn’t just about how long your brand survives — it’s about the people you impact along the way.

In this episode, Food Brand Strategist Katie Mleziva and co-host Clint Matthews, co-founder of Start Right Foods, are joined by Matt Keepman of Mullins Dairy Bar, a nearly 100-year-old iconic ice cream brand based in Wisconsin.

Together, they explore what it means to be caretakers of a legacy brand, how to make bold decisions that align with your values, and why lasting impact comes from both protecting tradition and shaking things up with bold decisions when something is out of alignment.

What you’ll hear in this episode:

 * Why legacy is about impact, not just longevity
 * When Mullins removed artificial dyes — and what happened next
 * The role of community in keeping a legacy brand alive
 * How being bold can help you build a brand that lasts
 * How to balance honoring the past with innovating for the future
 * ...and just for fun, an expert's tip on how to get rid of an ice cream headache (or, Mullen's dairy-free sorbet in this example)!

🔔 Don't forget to get on the email list for Friday emails that include short, fun worksheets to help you bring your ideas to life!

If you want to make a positive impact and leave a legacy with the brand you're building, you don't want to miss this conversation.

🔗 LINKS & RESOURCES 🔗

✓ FREE Brand Review Guide – realfoodbrands.com [show/episodes/view/www.realfoodbrands.com] 

✓ Real Food Brands Marketing Roundtable [https://www.facebook.com/groups/RealFoodBrands] (Free Facebook Community to follow up on episode questions or ideas)

✓ Work with me: 1:1 Brand Review Workshop [show/episodes/view/37423625] or Brand Success System [show/episodes/view/37423625]

✓ Say hi on Instagram: @realfoodbrands [https://instagram.com/realfoodbrands]

✓ Mullen's Dairy Bar website [https://www.mullensdairybar.com/]

✓ Start Right Foods website [https://www.startright.com/]

Thanks for listening – let’s go shake up shopping carts!

Katie Mleziva

Host & Food Brand Strategist | Real Food Brands

146. Bold Moves to Build a Brand that Leaves a Legacy - with Matt Keepman of Mullen’s Dairy Bar

Comparison can spark ideas… or it can derail your focus. In this episode, I share how to avoid unhealthy comparison while still keeping an eye on your competitive set.

You’ll learn how to filter competitor insights through your brand strategy so you can position your brand clearly, have stronger stakeholder conversations, and grow in YOUR lane, not somebody else's.

What You’ll Hear in This Episode:

 * The pitfalls of constant comparison — including brand confusion
 * Why a healthy level of competitive awareness will strengthen your positioning
 * A real-world examples
 * How to use your brand strategy as a filter for responding to competitor moves.

🎧 Listen to Episode 145 now and feel more grounded as a brand leader.

Don’t miss the homework dropping in my Friday email priorities -- the right opportunities! at the right time. Join my email list at RealFoodBrands.com

🔗 LINKS & RESOURCES 🔗

✓ FREE Brand Review Guide – realfoodbrands.com [https://five.libsyn.com/show/episodes/view/www.realfoodbrands.com] 

✓ Real Food Brands Marketing Roundtable [https://www.facebook.com/groups/RealFoodBrands] (Free Facebook Community to follow up on episode questions or ideas)

✓ Work with me: 1:1 Brand Review Workshop [https://five.libsyn.com/show/episodes/view/37423625#] or Brand Success System [https://five.libsyn.com/show/episodes/view/37423625#]

✓ Say hi on Instagram: @realfoodbrands [https://instagram.com/realfoodbrands]

Thanks for listening – let’s go shake up shopping carts!

Katie Mleziva

Host & Food Brand Strategist | Real Food Brands

145. The Comparison Trap: How to Stop Comparing and Start Building Your Food Brand

As a food business owner, you’re constantly making decisions—some big, some small, but all important. And when a new opportunity lands in your lap, it can be tempting to jump in without thinking it through. But that’s where brand strategy becomes your superpower and a way to set your brand apart in a consistent, meaningful way.

In this episode, I explore:

 * The difference between reacting and responding (and why it matters) when opportunities arise.
 * A story from a business valuation client about being able to respond versus react.
 * Why brand strategy helps you filter decisions with intention
 * What to ask yourself when opportunity knocks
 * How this topic connects with Episode 143 on organizing your own ideas

Whether you’re being pitched a sales deal, a partnership, or even a chance to sell your business, this episode will help you lead with purpose—not panic.

🎧 Listen to Episode 144 now and feel more grounded as a brand leader.

Don’t miss the homework dropping in my Friday email priorities the right opportunities! Join my email list at RealFoodBrands.com

🔗 LINKS & RESOURCES 🔗

✓ Ep 143: Sales Tips for Food Brands – Reach Out, Stand Out, & Follow Through [https://realfoodbrands.com/2025/08/143-sales-tips-for-food-brands-reach-out-stand-out-follow-through-copy/?preview_id=225883&preview_nonce=23b11e57b9&post_format=standard&_thumbnail_id=225884&preview=true]

✓ FREE Brand Review Guide – realfoodbrands.com [https://five.libsyn.com/show/episodes/view/www.realfoodbrands.com] 

✓ Real Food Brands Marketing Roundtable [https://www.facebook.com/groups/RealFoodBrands] (Free Facebook Community to follow up on episode questions or ideas)

✓ Work with me: 1:1 Brand Review Workshop [https://five.libsyn.com/show/episodes/view/37423625#] or Brand Success System [https://five.libsyn.com/show/episodes/view/37423625#]

✓ Say hi on Instagram: @realfoodbrands [https://instagram.com/realfoodbrands]

Thanks for listening – let’s go shake up shopping carts!

Katie Mleziva

Host & Food Brand Strategist | Real Food Brands

144. When Opportunity Knocks, Will You React or Respond?

Do you ever feel like your brain is overflowing with ideas—but you’re not sure what to focus on or how to make progress?

This episode is for you if you're full of inspiration, but also full of tabs open in your brain, and each has ten ideas!

You'll hear why getting your ideas out of your head and into a documented plan leads to more clarity, alignment, and confidence as well as:

 * Your natural relationship with ideas - do you shine when generating ideas, planning around ideas, or executing on someone else's ideas?
 * How to use brand strategy as a tool to filter and focus
 * A simple analogy (cleaning out a closet!) that will shift how you think about your business
 * What changes when you finally document your brand strategy
 * The emotional and practical benefits of getting aligned—from writing faster to feeling lighter

You’ll walk away with a new way to think about how to make your brand strategy work for you so you can put your ideas to work as well.

Don’t miss the homework in Friday's email because it will help you organize your brand and marketing related ideas! Join my email list at RealFoodBrands.com

 

🔗 LINKS & RESOURCES 🔗

✓ FREE Brand Review Guide – realfoodbrands.com [show/episodes/view/www.realfoodbrands.com] 

✓ Real Food Brands Marketing Roundtable [https://www.facebook.com/groups/RealFoodBrands] (Free Facebook Community to follow up on episode questions or ideas)

✓ Work with me: 1:1 Brand Review Workshop [show/episodes/view/37423625] or Brand Success System [show/episodes/view/37423625]

✓ Say hi on Instagram: @realfoodbrands [https://instagram.com/realfoodbrands]

Thanks for listening – let’s go shake up shopping carts!

Katie Mleziva

Host & Food Brand Strategist | Real Food Brands

143. Ideas Spinning in Your Head? Here’s How to Use (or Lose) Them Strategically

In Episode 142 of the Food Business Marketing Podcast, we (Katie Mleziva & Clint Matthews) dig into what it means to activate your sales plan—and take action. We cover everything from buyer outreach to building relationships and preparing for buyer meetings.

What you’ll hear:

 * Why your first step should be checking in on current accounts
 * Where and how to find the right buyer contacts
 * How to make your first outreach stand out
 * What buyers are looking for in a pitch
 * How to keep presentations short and effective
 * The role your personality and persistence play in building trust

While our focus is retail for this conversation, these concepts also apply to foodservice or any alternative channel. This conversation is a great reminder that progress starts with simple, intentional steps.

If you’re ready to sell with more focus, take a listen!

🔗 Links & Resources:

✓ Ep 141. Bridging Brand Strategy and Sales: Don't Just Sell More, Sell Smarter [https://realfoodbrands.com/2025/07/141-bridging-brand-strategy-and-sales-dont-just-sell-more-sell-smarter/]

✓ Ep 142: Brand Personality: Stay on Brand & Stand Out [https://realfoodbrands.com/2025/07/140-brand-personality-stay-on-brand-and-stand-out/]

✓ Real Food Brands Marketing Roundtable [https://www.facebook.com/groups/RealFoodBrands] (Free Facebook Community to follow up on episodes)

✓ Work with me: 1:1 Brand Review Workshop [show/episodes/view/37423625] or Brand Success System [show/episodes/view/37423625]

✓ FREE Brand Review Guide – realfoodbrands.com [show/episodes/view/www.realfoodbrands.com] (the form is on my home page)

✓ Learn more about how we can work together: realfoodbrands.com [https://realfoodbrands.com/]

✓ Say hi on Instagram: @realfoodbrands [https://instagram.com/realfoodbrands]

Thanks for listening – let’s go shake up shopping carts!

Katie Mleziva

Host & Food Brand Strategist | Real Food Brands

142. Sales Tips for Food Brands - Reach Out, Stand Out, & Follow Through

Today Clint and I are discussing how to bridge the gap between brand strategy and sales execution. From prioritizing accounts to pitching to retail buyers, we break down how a strong brand foundation supports smarter sales decisions—and prevents wasted time and money.

What You’ll Hear:

 * Why sales can feel too overcomplicated—and ideas of how to adjust
 * How Clint and his co-founder shifted from "grow fast" to "grow focused"
 * How pieces of your brand strategy impact your pitch
 * The role of packaging, pricing, and positioning in a sales conversation
 * Why alignment across all of your brand touchpoints is non-negotiable
 * A sneak peek at next episode’s look into sales planning

If you’re ready to sell with more focus, this episode is for you.

🔗 Links & Resources:

✓ Ep 138: Scale Up or Step Away: What's Next for Your Food Business? - with Jordan Buckner of Foodbevy [https://realfoodbrands.com/2025/06/138-scale-up-or-step-away-whats-next-for-your-food-business-with-jordan-buckner-of-foodbevy/]

✓ Real Food Brands Marketing Roundtable [https://www.facebook.com/groups/RealFoodBrands] (Free Facebook Community to follow up on episodes)

✓ Brand Review Workshop

✓ Brand Success System

✓ FREE Brand Review Guide - realfoodbrands.com [www.realfoodbrands.com] (the form is on my home page)

✓ Learn more about how we can work together: realfoodbrands.com [https://realfoodbrands.com]

✓ Say hi on Instagram: @realfoodbrands [https://instagram.com/realfoodbrands]

Thanks for listening - let’s go shake up shopping carts!

Katie Mleziva

Host & Food Brand Strategist | Real Food Brands

141. Bridging Brand Strategy and Sales: Don’t Just Sell More, Sell Smarter

Looking for ways grow your natural food or beverage business? Find actionable tips and insights from industry experts regarding why building a strong brand strategy matters not only to connect with your ideal audience but also when building relationships with external stakeholders like buyers, suppliers and investors. Continue the conversation by joining the Real Food Brands Marketing Round Table group on Facebook! Brought to you by Real Food Brands (www.RealFoodBrands.com) and hosted by Katie Mleziva.

kmleziva

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