Blog Branding Strategy: An Interview with Melanie Spilbeler of FreshPath Marketing

Blog Branding Strategy: An Interview with Melanie Spilbeler of FreshPath Marketing

At, we understand the importance of brand strategy in building a successful business. That’s why we invited Melanie Spilbeler, founder of FreshPath Marketing, to share her insights on brand strategy. In this interview, Melanie shares her expertise on what brand strategy is, why it’s important, and how to improve your own brand strategy.

Meet Melanie Spilbeler

Before diving into brand strategy, Yvonne asks Melanie to introduce herself and share her background in the flower industry. Melanie explains that she grew up in a family-owned flower shop, giving her a deep understanding of the industry and a passion for helping florists succeed.

The Definition and Importance of Brand Strategy

Yvonne then asks Melanie to define brand strategy. Melanie explains that brand strategy is the framework of a company’s overall marketing plan, outlining the company’s mission, goals, and values. A strong brand strategy ensures that a company’s messaging is consistent and cohesive across all channels, building trust and loyalty with customers.

Melanie emphasizes that having a strong brand strategy is crucial for businesses to stand out in a competitive market and attract the right customers. Without a clear brand strategy, businesses may struggle to communicate their unique value proposition, leading to confusion and missed opportunities.

Building a Cohesive Brand Strategy

To illustrate the importance of a cohesive brand strategy, Melanie uses the example of Mayesh, a floral wholesaler with multiple branches across the country. Melanie explains that Mayesh works hard to ensure that their branding is consistent across all locations, using a color scheme, typography, and visual elements that are recognizable and memorable.

Melanie encourages businesses to be intentional in their branding choices, selecting colors, fonts, and imagery that align with their values and resonate with their target audience. By doing so, businesses can create a strong emotional connection with customers, building a loyal, engaged fanbase.

Elements of a Successful Brand

Yvonne and Melanie discuss what makes a successful brand, with Melanie emphasizing the importance of authenticity and consistency. A successful brand is one that stays true to its values and messaging, building trust with customers through transparency and open communication.

Melanie also notes that successful brands prioritize customer experience, creating a seamless and enjoyable interaction from start to finish. This includes everything from website design to customer service, with a focus on making every touchpoint as easy and pleasant as possible.

Branding Mistakes to Avoid

In discussing the biggest mistakes marketers in the floral industry make about their branding, Melanie points to a lack of differentiation and focus on product over customer experience. In a competitive market, businesses must find a way to stand out and differentiate themselves from the rest. This can include highlighting unique value propositions, such as eco-friendliness or ethically sourced products.

Melanie also notes that businesses must prioritize the customer experience over product features or pricing. By creating a memorable, enjoyable experience for customers, businesses can build loyalty and repeat business, even in a crowded market.

Updating Your Branding

When it comes to updating branding, Yvonne asks how often businesses should look to make changes. Melanie explains that there’s no hard and fast rule, but businesses should evaluate their branding periodically, looking for opportunities to refresh and refine their messaging and visuals.

Businesses should consider updating their branding if they’ve experienced significant growth, rebranded to better reflect their values or target audience, or received feedback indicating the need for change. Melanie notes, however, that businesses should be cautious in making changes too frequently, as it can disrupt brand recognition and cause confusion among customers.

Improving Your Brand Strategy Today

To wrap up the interview, Yvonne asks Melanie for one or two actionable items that businesses can do today to improve their brand strategy. Melanie recommends that businesses take a step back and evaluate their current branding, asking themselves if it accurately reflects their values and resonates with their target audience.

Businesses should also consider their customer experience, looking for ways to make every interaction as memorable and enjoyable as possible. By focusing on these key elements, businesses can develop a strong brand strategy that stands out in a competitive market and builds long-term loyalty with customers.

Enter Our Marketing Workshop Giveaway

Before saying goodbye, Yvonne reminds listeners to enter’s marketing workshop giveaway, in partnership with FreshPath Marketing. With deadlines approaching soon, listeners can select from five different packages in each round. Winners will be announced on July 1st.

Check out more marketing tips from FreshPath Marketing and learn more about brand strategy for your business today.

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