# 3 Steps to Refining Your Brand Through Testing

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2021-04-26
- Length: 26m
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-04-26-3-steps-to-refining-your-brand-through-testing
- Listen: https://share.transistor.fm/s/9c5f0224

## Summary

Rebekah Hubbard, Managing Director at Heart Creative, outlines a three-step framework for CPG brands to refine their identity through testing. She explains how to define target audiences using data, test messaging and visuals via PPC and social ads, and iterate on brand voice and packaging based on real consumer behavior. Hubbard emphasizes the importance of testing recipes in home kitchens and building a robust email marketing ecosystem to drive revenue.

## Chapters

- [0:05](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-04-26-3-steps-to-refining-your-brand-through-testing#t=5) Introduction and Heart Creative Overview
- [5:47](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-04-26-3-steps-to-refining-your-brand-through-testing#t=347) Step 1: Defining the Target Audience and Use Case
- [8:52](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-04-26-3-steps-to-refining-your-brand-through-testing#t=532) Step 2: Testing Messaging and Creative via Ads
- [15:57](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-04-26-3-steps-to-refining-your-brand-through-testing#t=957) Iterating Brand Voice and Art Direction
- [19:13](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-04-26-3-steps-to-refining-your-brand-through-testing#t=1153) Recipe Testing and Email Marketing Ecosystem

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)

## Most relevant to

companies scaling up

## Mentioned

- Heart Creative (company)
- Pacific Foods (company)
- Tofurky (company)
- Tolerant (company)
- Peloton (product)
- Shopify (tool)
- Mailchimp (tool)

## Related episodes from other shows

- [150 - Packaging and brand design with some ancient philosophy w/Siena Dexter from Smashbrand](https://hardwarepodcasts.com/podcast/people-of-packaging/2022-09-13-150-packaging-and-brand-design-with-some-ancient-philosophy-w-siena-dexter-from) (People of Packaging)
- [269 - The Wizard of Brand Clarity shares insights on brand positioning and packaging](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-06-19-269-the-wizard-of-brand-clarity-shares-insights-on-brand-positioning-and-packagi) (People of Packaging)
- [352 - Are you ready to see the next revolution in packaging testing?!? Ankit Dhawan from Blue-Pill.ai](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-06-22-352-are-you-ready-to-see-the-next-revolution-in-packaging-testing-ankit-dhawan-f) (People of Packaging)
- [BONUS: Brand Building Live at Cannes Lions](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-07-26-bonus-brand-building-live-at-cannes-lions) (How I Built This)
- [177: Package Design Tips for New Hardware Products](https://hardwarepodcasts.com/podcast/product-startup/2023-05-25-177-package-design-tips-for-new-hardware-products) (Product Startup)

## Citing this page

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