Launching a product in the wine and spirits industries is no easy task. Not only is there a lot of financial commitment, but there is an emotional component involved. After figuring out what is going to go into your bottle, the emotional part comes when you are attempting to figure out how you are going to attract people to purchase your product.
This is no easy task. Between colors, shapes, textures (and this is just the paper), now you spend time on fonts, styling elements, and the description, or romance copy, you decide to use to close the deal.
All of these things take time, effort, and can be an emotional strain. You may have taken months to come up with a look and feel that you think works for your brand.
But after a year on the shelves, are you getting the results that you were hoping for? What are your buyers saying?
Is Your Product Getting The Attention It Deserves?
If your product is not producing the kind of positive feedback or results you were expecting, it may be time for a branding exercise.
Whether you are producing fine wine, a unique spirit, or have created the perfect mixer, you are going to want to ask your self the following question:
Why are people going to choose my product?
During the excitement of launching a new product, it can be very difficult to align everything initially. For many entrepreneurs, the thought of delaying the debut of their product because the branding is not 100% is unthinkable.
Many are fine with “good enough,” and chose to wait to even consider talking about rebranding until the second or third major inventory buy.
You made your product because you saw a need or felt you had a better product than the competition. Unfortunately, that doesn’t always translate into “who” is actually going to buy it and become loyal, repeat customers after launch.
When Is It Right To Consider Rebranding
One sure thing about starting a business is that everyone you talk to will have an opinion: Why did you do this, I don’t like that, what if you tried this?
We are definitely NOT saying you should listen to all opinions about your product, but when it comes to your buyers, you should be listening.
Here are some questions you may want to ask yourself:
- What are my customers initial reaction to the story?
- How do they react to the way the bottle or label looks?
- Is the story concise with the look and feel of bottle and label?
- Are buyers/wholesalers eager to pick up my product or is there a good amount of hesitation?
- Does the bottle require a certain amount of explaining after the initial introduction to potential buyers?
- Are media outlets excited to try and write about it?
- How has the overall branding affected or been an issue with the initial launch?
Questions like these should be considered within the first 8 – 14 months after a brand launch. If the answer to one or more of these questions is negative, then it may be time to consider a re-brand of your product.
Rebranding Your Product
With all of the competition on the shelves, it is more important than ever that your bottle, label, and message is effective, concise, and attractive to your key audience.
Our team helps our clients step by step to through the re-branding process.
We start by making sure everyone is on the same page, simplifying an engaging story that is easy for your team to remember and confidently share with others.
We then start going through the look and feel of your product: is the glass attractive, does the cork or top hold up well in transit and during extensive use.
Once everyone is in agreement with the bottle, we begin “painting” the picture of what makes your brand unique and picture boarding your story to create the face of your product.
Then we go through the fun part: Making sure your bottle label/artwork depicts your brand story the way you want it to and in the most effective manner.
Is Your Product a Re-Branding Candidate?
If you feel that your story and product is not being received with the kind of enthusiasm you were expecting when you first decided to create your business, our team is available to help discuss your current bottle, message, media engagement, and provide you with our honest opinion.