Listen to our featured Those Branding Guys radio show podcast: CG
Higgins Confections
Hello, I’m Jim Glover, That Branding Guy, for Once
a Day Marketing™. On our radio show Ask
Those Branding Guys, we discussed the branding and marketing of an artisan
chocolate maker.
Joining us on air was Chuck Higgins, owner of C.G.
Higgins Confections, a popular Santa Fe chocolatier. Chuck’s interest in hand crafted
candy was piqued when he first encountered a superior product and he began his
chocolate making career selling only peanut rolls at a Minnesota Renaissance
Festival.
Higgins later focused his business on state fairs and his
experience in New Mexico influenced his decision to eventually move his
business to Santa Fe. Chuck commented
that selling at various venues helped him determine what time of the day his
product sold best. This is a good
exercise for every business to identify.
C.G Higgins Confections has two locations. One is a destination location on a main thoroughfare
and the other is a downtown location which has substantial walk in
traffic. Chuck opened the downtown
location to bring his product to the customers rather than have customer seek
out his store as a destination. He also tailors product to the different sites;
downtown he offers cinnamon rolls to go with coffee. All recipes are
proprietary and Chuck is passionate about delivering the best product possible.
As far as branding is concerned, Higgins chose the
current name for his store because the old name was not applicable to his
product line. Glover commented that
Chuck has an opportunity to have fun with various names if he is interested in
a sub-brand. His previous brand name
Chuck's Nuts would lend itself to a "crazy" line of alternative
chocolates.
With respect to creating awareness for his brand, Higgins
feels that high quality of his product is very important. The customer experience is also foundational
to his brand image. Higgins biggest
branding challenge is a website and face book page that are not updated
consistently. Glover commented that
images on Instagram would be an ideal mechanism for chocolates. Watch for C.G. Higgins social media marketing
coming soon.
Enjoy the podcast.
Once a Day Marketing™ positions brands to become #1 in the minds of target
customers. Visit our website at www.onceadaymarketing.com. Contact James
Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Those Branding Guys™ every Monday at 11:00am
(MDT) streaming live on SantaFe.com KVSF 101.5 FM.
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