Jennifer Taylor
Branding is an essential foundation to your winery’s sales and marketing strategy, but understanding the “why” behind branding, isn’t enough. Let’s move on to the “how.”
The first step in branding is to fully comprehend your ‘Brand Position.’
Brand position describes what you do, for whom, why they buy from you and most importantly, what is your unique selling proposition (USP).
This involves answering two questions. 'What is the value proposition that you offer customers?' And more importantly, 'How is that different from what your competitors offer?'
The key to winning market share is brand differentiation. Sometimes the differences are apparent and significant like price or a distinct ingredient (i.e. no one else uses a particular varietal in their wine).
In other situations there are only small distinctions that need to be magnified in order to resonate with consumers.
Getting an understanding of your brand’s position is a process that takes time and careful consideration. We recommend a review of your winery from different viewpoints – to help you identify your winery and the wine’s brand position.
What you think and what your staff see aren't always the same thing.
Internally, brainstorm with your winery’s key decision makers and stakeholders. Discuss the vision and mission of the company, the work culture, desired brand personality and compare it to that of your closest competitors.
Talk to existing customers, prospective customers and even those who are buying from your competition.
What features and benefits are they looking for? How important is selection, their experience at your winery, and price? What are the perceptions of your company versus the competition? Why did they buy your wine or visit your winery?
To expand the level of input, consider sending an online survey to your client database. They are readily available, affordable and allow you to reach a large number of people efficiently.
To encourage a decent response rate, you may wish to offer them the chance to win some of your wine. Combine your online survey with in-person and/or phone conversations with consumers, which will allow you to dig deeper with follow-on questions.
Clearly identifying your brand position, with the help of various perspectives, is an important process that may very well confirm what you instinctively feel about your brand. Alternatively, it could save you thousands of marketing dollars on false assumptions and decisions that could have been averted. ■
Jennifer Taylor has been branding companies for over 25 years, with a specific focus on launches and re-launches. Her company Taylormade Ideas creates branding, Internet marketing and public relations strategies for a variety of B.C. based companies. Reach her at 250-276-4333 or at jennifer@taylormadeideas.ca.