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Amplify your wine brand

Build your Brand,
Gain more attention

A Strong Brand is what lifts a winery above the sea of sameness.

You know how hard it is to stand out in the minds of your audience. Visitors to your tasting room might visit three other wineries on the same day and not remember them a week later.

What causes the difference between occupying a place in your audience’s hearts and minds and becoming forgotten?

It’s Brand.

Your winery is bottles and labels, vineyards and grapes, tanks and tasting rooms.

These never vary.

But your winery’s Brand is shaped in the minds of your audience.

It is a living entity: the visceral, emotional connection that creates the bond between your audience and your winery.

Products are made in a factory,
but brands are created in the mind.
Walter Landor

Globally esteemed visionary pioneer of branding and Founder of Landor Associates

What your winery’s brand represents

Your winery’s brand is not just your label, your name, or your website. It is the total of everything that represents your winery; from the price of your wines to the storytelling you use in the tasting room and the tone of the content on your website.

Your winery is unique. You may not realize it clearly right now, but no other winery is doing exactly what you can do.

Articulating this authentic uniqueness to potential audiences is the single most important role of your wine brand.

Shoppers rely on the brand to inform them what to expect when they open the bottle.

A brand is the promise of an experience.

Alexander Isley

Photo of winemaker in vineyard, engaging with guests, to represent winery brand marketing.

Your winery brand marketing has a singular focus: connecting with your audience. Your wine brand includes your image, how you present yourself as a winery, and your winery storytelling.

Wine brand marketing from positioning to engagement

Building a wine brand provides many opportunities for your winery to create strong emotional connections with your potential audiences. The more you develop your brand, the more opportunities you’ll gain.

Starting with finding your winery’s best position within the marketplace, defining your brand’s tone, developing your winery’s storytelling, and supporting it with engaging wine content marketing, your winery brand will become an ever-increasingly valuable asset to your winery.

Positioning is finding the right parking space inside the consumer’s mind and going for it before someone else takes it.

Laura Busche

Author of the Lean Branding book

Choosing your winery’s competitors

When you develop a strong brand your audiences can clearly understand, you define your own space for your winery to compete in.

By defining with intention your winery’s position in the marketplace, you are eliminating other wineries from the minds of your audience — wineries to which you might otherwise be (wrongly) compared.

For example, Tank Garage Winery is not competing with Rombauer Chardonnay. These two wineries don’t get associated with each other in the minds of consumers; their positioning places them in entirely different realms in the marketplace.

Wine e-commerce user intent icon

Become the most recognizable winery in your selected niche.

Help users understand your wines

Build strong, lasting, emotional connections with your followers.

Winery ecommerce icon

Become sought after by new audiences outside your funnel.

Digging Deeper: why thank you notes matter

It turns out, your mother was right: thank you notes really are a nice touch

Chloe Tyer, Director of Membership for the iconic Napa Valley winery Heitz Cellar in St. Helena, describes the 24-48 hours after a new member joins their wine club as the time interval that sees the highest cancellation rate.

“People are visiting Napa from Chicago and they have six hours to visit five wineries. They have these ... sparkling Napa eyes — everything is beautiful, they love all the wine, they love the vineyards, they’re in love with their partners, and then when they get back home and they’re back in their routines and the credit card bills start coming in, with all the wine clubs they joined, they start thinking, ‘What the hell did we do?’ — that’s when they start cancelling.”

As a wine club manager, you’ve seen more than enough new club members who joined while they were visiting the winery, had a good buzz going on, and liked the idea of getting their tasting fees comp’ed, only to reject the first shipment and quit soon after.

Tyer ensures that new club members receive a welcome email within 24 hours, and a Welcome Pack within 5-7 days. The timing of the welcome pack is intentional and is designed to coincide with the possible buyer’s remorse new members might be feeling after returning from their wine country vacations.

Your audience wants your winery’s story.

Wine is a sensory product. Throughout history, wine has played a part in celebrations, festivities, gatherings, and all occasions where people join together and share each others’ company.

Your winery has a good story, and your audiences are hungry for you to share it with them. And like your brand, your story is about so much more than what you put in the bottle.

Transforming your long and arduous history with its many highs and lows, twists and turns, and triumphs and defeats into a lively, polished, and uplifting story can take some finesse — but a good story can be the cornerstone of your winery’s unique brand.

If you don’t give the market the story to talk about, they’ll define your brand’s story for you.

David Brier

International brand expert and author of Brand In(ter)vention

Your Winery Brand’s Voice

The tone you use on your winery’s website, in your marketing, and in your storytelling says a lot about who you are as a winery. It will attract particular audiences and signal to others that you’re not their kind.

Tone can be formal or casual, serious or humorous, technical or lay, respectful or irreverent, authoritative or friendly.

Selecting the right tone that fits your audience is a product of effective positioning.

Reaching bigger audiences with wine content marketing

With your positioning, storytelling, and brand voice all polished to present you and your wines in their best light, you are ready for the next level.

Begin reaching broader audiences by combining content marketing into your winery brand strategy.

Wine content marketing increases your website’s exposure by expanding the number of search terms it can rank for in search engine results pages (SERPs). This increased exposure attracts more visitors to your website; visitors which you may not have identified as being candidates for your marketing.

Many wine content creators find that a content mission statement helps to maintain a common thread throughout the content they create. 

Define what your brand stands for, its core values, and tone of voice, and then communicate consistently in those terms.

Simon Mainwaring

Branding expert and author of We First, and Lead With We

Your wine brand strategy: so much more than what you put in the bottle

 

Yes, you can tell people what’s in the bottle. But your consumers will share their experience. That’s your wine brand at work. It is how people perceive your wines and your winery.

Remember, fruit can be sourced, facilities can be rented, and winemakers can be replaced. But it is your winery brand that is the soul of your winery.

Your wine brand marketing deserves attention.

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