According to an oft-quoted cliché, everyone is supposed to have a novel in them. Although I have my doubts, it is evident that most food brands do have a story to tell – and one of the tricks to successful brand building is finding out what that story is and how to tell it effectively.

Nowhere was this more apparent than on the opening day of the Food and Drink Expo, a three-day trade show which brings together food producers, buyers and retailers of all sizes, shapes and descriptions – all intent on sharing their own tales about their brands.

Walking through the packed hall, I talked to hundreds of owners of small artisan food companies who are passionate advocates of their products, as well as multinationals with household names – and each one talked about the brand’s provenance, ethos, ingredients, quality and heritage – while offering (mostly) tempting samples to prompt the visitor to be the judge.

It was, in fact, a practical demonstration of the advice given by a panel of experts at the show’s Brainfood Factory, a series of lectures, master classes, debates and discussions organised by The Grocer, on how to build a successful brand. The eclectic panel ranged from innovation and insight directors at heavyweight brands such as Ginsters and Kerrys, to young entrepreneurs behind smaller brands who started their businesses while still at school and university.

Their advice was sound and well-tested, and ranged from the sensible (think about the consumer as much if not more than the product, invest limited resources where they will have most effect, take care of cash-flow, and don’t make the business unviable by cutting margins too quickly) to the brave (trust your intuition, don’t be afraid to be ahead of market trends, and stand out from the crowd), as well as the somewhat risky.

Panellist Chris Hannaway of frozen yoghurt brand Arctic Farm admitted that after the buyer they had initially approached left, they decided to go straight to the top: they guessed Justin King’s email address and fired an email to him about their brand. Having King’s backing when taking it down the food chain proved a strong move, Hannaway said. “The buyer didn’t really have any choice, so it helps to be different and create your own luck.”

So, being bold, telling your own story, and earning a dose of luck: if only it were always so easy to build a brand.

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