Turn An Idea Into A Customer-Centric Brand

Margaret Wishingrad didn’t grow up eating healthy foods. 

But as an adult, she developed healthy habits. She continued those habits when her first child was born, but she couldn’t find a healthy alternative to the sugar-filled cereals that lined the shelves. 

And Three Wishes Cereal was born. 

Wishingrad and her husband, Ian, spent two years testing new methods and ingredients to create a grain-free and dairy-free cereal with high protein and low sugar that actually tastes good. 

Today, Three Wishes is a customer favorite and sells multiple flavors online and in stores across the country. 

Turning her idea into a full-fledged brand took work and a focus on solving a problem. Wishingrad had to start by identifying the real need for her product. She did customer research and talked to countless people and what they were looking for in a cereal. Identifying and solving a real problem made it easier to sell the product to retailers and get coveted shelf space. 

Wishingrad has also built the brand by staying in tune with customers and moving quickly. A challenge of launching a food brand during a pandemic was that customers weren’t shopping in stores and couldn’t experience and taste the product in person. But Wishingrad saw grocery shoppers were moving online and quickly re-launched the website to create a smooth buying funnel. When customers started returning to in-person shopping, they were already familiar with Three Wishes because of its online presence. 

In the busy online world, Wishingrad says marketing comes down to identifying who you are speaking to and speaking to them—simple as that. For Three Wishes, that meant communicating with parents and giving them a quick and healthy breakfast solution for their families. 

Building a customer-centric brand also requires creativity. Without the ability to showcase their products in person, the Wishingrads created a drive-thru taste test right in their driveway. They safely gave neighbors and community members samples of their cereal as they drove through the driveway and then sent photos of the event to the local paper. The heartwarming story of a brand serving its community during the pandemic was picked up by news outlets across the country and led to huge exposure for Three Wishes and the company’s biggest online sales day—all from just a few hand-painted signs and creativity. 

Any idea has the potential to become a successful customer-centric brand. Wishingrad shows it takes dedication and creativity, as well as a push to solve a real problem and communicate it well.

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Blake Morgan is a customer experience futurist, keynote speaker, and author of the bestselling book The Customer Of The Future. For regular updates on customer experience, sign up for her weekly newsletter here.  Join the new Customer Experience Community here.