Launching a product in the wine and spirits industries is no easy task. Not only are there a lot of financial commitments, but there is an emotional component involved as well. After figuring out your recipe, it is now time to put a look, feel, and story behind the brand.
Choosing colors, shapes, textures, paper, screen print, engraved… now you spend time on fonts, styling elements, and the description, or romance copy, all of this can become overwhelming.
All of these choices take time, effort, and can be an emotional strain.
But lets come to the conclusion that you completed the first design. Are you getting the results you were hoping for? Are distributors turning away meetings? What are your buyers saying?
Branding Your Product, The Right Way?
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 questions:
Why are people going to choose my product?
During the excitement of launching a new product, it can be very difficult to see the full scope of the big picture. 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. Have 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 for a consensus.
Questions to ask yourself during the branding process:
- What are my customers initial reaction to the story?
- How do they react to the bottle or label look?
- Does the bottle and label tell the story well?
- 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 sample and write about it?
- How has the overall branding affected or been an issue with the initial launch?
Questions like these should be considered in the beginning of the branding process and then revisited 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 initial branding and rebranding processes.
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.
Our team then make sure your bottle, label/artwork depicts your brand story the way you want it to and in a way that will appeal to your customers.
Once all of this is complete, we identify the most effective and efficient way to have your bottles and labels (or screen printing) done as to save you time and effort.
Want To Discuss Your Branding Needs?
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 brand identity, message, media engagement, and provide you with our honest opinion.