A WIN Series by Town Hall Brands
In this special WIN series we are providing tactics and tips to build a strong winery brand.
In the exercise in defining your brand, first you need to know your business, and determine just what it is that makes your winery unique.
This unique aspect, also called differentiation, is so important. All wineries need to differentiate themselves to attract buyers and stand out from the rest. Without it, you look the same as your competitors, so there is no compelling reason for anyone to buy from you. And the reality is, there is always differentiation, as your winery is certainly different in some way. But you need to be different in the way that matters to your customers. So how can you find your unique aspect and differentiate yourself?
As a team, sit down and dig in.
When we undergo a branding project, or prepare a communications campaign, I ask clients, “What is unique about you? What is my reason to be steered to you, in my world of choice? What make you so special?” The answer, hopefully, is a trait that only they have, that gives me a reason to care.
Please don’t say quality. What does quality even mean?
What one person believes is a quality wine might be different from what the next person might believe. It is too vague, and there are many wineries making quality wines. (Don’t misunderstand; it is important to communicate that your wine is of quality, but please don’t use it to try to differentiate one winery from another.)
You are certainly not the only family-run winery making quality wine. So, what are some ways your wines or winery can stand out?
To help uncover this, fill in the blank for me: “I know you, you’re the winery that _________”; and the “______” has to be something that is pretty darn special, or that no one else has.
Sometimes when I ask this I will get a reply that reads something like this “I know you, you’re the winery that makes the best award-winning wine in the USA.” Yawn. Do you know how many competitions there are? This is almost as generic as saying your point of difference is quality.
Possible differentiators may include:
Next time, more on finding your difference.
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Title | Name | Phone | Extension | |
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Owner | Leeann Froese | leeann@townhallbrands.com | 6043213295 |
Locations | Address | State | Country | Zip Code |
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Town Hall Brands | #317 237 East 4th Ave, Vancouver | BC | Canada | V5T4R4 |