Your brand shouldn’t just be a logo or an icon. Although these things are important as a visual representation of your company and products, the most important thing for your brand to represent is your promise of quality to everyone with whom you come into contact.
This quality should extend past your product into each different way you connect with your customers and potential customers. The goal is to create a feeling of connection when people think of your wines, winery, people and place. Whether it’s through an email, your Facebook page, the winery website, an invitation to an event, in person in the tasting room, or any other way you come into contact with them, your customers should feel the connection and be assured of the quality your brand represents. Prospects should feel a desire to visit your winery or experience your products.
We brand our products successfully when everyone in the company does everything s/he can to fulfill the promise of quality that the brand represents. Ask yourselves, your bosses, your employees what the company brand means in terms of a promise of quality, and how you can convey this promise to your customers and prospects.
Part of it is putting the visitor and customer first. What do they want and how can an interaction with your company enhance their lives (even in a small way).
There’s lots of wonderful wine out there, but creating a brand that promotes and lives up to a promise of quality… now that’s special.
A tip of the glass from me to you!