Every organization has a brand—intentional or not. Is your brand what you want it to be? Capiche can reveal your current brand and help you strengthen or reposition your spot in the marketplace to meet your sales goals.
Are You Living Your Brand?
A brand is the sum of associations made with your winery.
Your brand comprises all the good and bad attributes called to mind. Every winery has existing brand associations it wants to emphasize, maintain and—possibly—lose. Brand development is the process that moves your winery from its current to its desired brand.
There are two key principles of brand development: differentiation and integration.
- Differentiation suggests the only sustainable market position is one in which we are offering something significantly different from and better than our competitors. These “differentiators” must evolve from current brand associations and be infused into the client’s experience in real ways to be credible.
- Integration involves ensuring all marketing tactics and tasting room experiences reinforce the same core differentiators.
Anyone who has been through a branding process knows the hardest part of branding isn’t coming up with a logo or tagline. It’s getting to your company’s DNA—its values, vision, passion and purpose. That’s your culture. When you discover that, you can create your brand.
Through research, we can identify a winery’s current brand associations and relevant differentiators—along with gaining a critical understanding of customer needs and perceptions.
Your brand should drive marketing strategies and all business decisions, giving the winery something to live up to. In non-winery businesses, consider these examples: Apple invests millions of dollars annually to showcase its brand of innovation and high design. And Zappos’ entire culture is created to live its brand of happy employees, which leads to great customer service (and significant profits).
In wine-related examples, what do you think of when I say Ken Wright Cellars? Screaming Eagle? Beringer? Penfolds? Franzia? Paul Newman? Georges Duboeuf? I think you probably get the picture.
When your people are living your brand, their personal values are in sync with the winery’s. They are happier, more productive and your best ambassadors. Involve them from the start; get clear on values, vision, passion and purpose; walk the talk; and enjoy your success!
If you are ready to get going on your winery brand, give us a call at 541.601.0114 or contact us today. Let Capiche help you uncover your own unique culture and brand that will propel your winery forward. And let’s have a great time doing so!