Branding
A wine brand is a combination of name, term, sign, symbol and or design that is intended to differentiate that particular wine from the competition, but it should also be something that has created a certain amount of awareness, reputation, prominence and identity in the wine market.
We use analysis and strategies specific to the wine business and wine in order to maximise market potential. Make sure it's not just the wine that's perfect!
Behind the wine
We look to determine the key attributes behind the wine. Whether it's the terroir and appellation, the chateau and history, a personage or personality, we work on ensuring that every branding undertaken is distinct and unique, and thus enables you to differentiate from the competition.
We use a number of processes to identify distinct characteristics:
- Brand identity: What is behind the brand?
- Identifying added value to concentrate resources.
- Brand expression: What message does the brand convey?
Whether it is a personage, a chateau, a history, a family, a viticulture method, or any other value that can be attributed to the wine, we can help develop an edge over the competition.
We ensure that the characteristics identified align with the marketing mix and positioning of the product.
The Wine Itself
The name, bottle, label and packaging all provide an image of the brand, and a foretaste of what the wine will be like.
By using the brand identity, we can determine how to convey that message to the consumer:
- A classical product to convey history and reliability.
- A contemporary design to give the impression of being with it and cutting edge.
- Quirky or distinct to catch the eye and rest in the memory of the consumer.
There are an infinite number of ways to design the bottle, label and packaging. We take great care to ensure that your bottle of wine resonates with the consumer and conveys the philosophy of that particular wine.
Below, we have JP Chenet as an example of a distinct design. The bottle shape, unlike any other wine on the shelf, ensures a lasting impression on the consumer, and can be spotted with ease, amongst the myriad of wine bottles. It has sold very well in the UK, due to this design. Chianti and Rioja are other examples of bottles that stand out from the crowd.
Planning and Strategy
Brand planning to lift and sustain brand values. Brand strategy to determine how you are going to do it.
It is important to determine the brand's environment, to ensure the right message gets across:
- Brand expression: positioning, identity, personality.
- Brand perception: domain, reputation, affinity.
- Brand recognition: differentiate, connect, catch the eye.
We also use brand planning to encourage the most effective form of brand marketing, word of mouth.
This is important so that customers have a lasting memory of your individual wine, and can easily retrieve that memory to tell their friends.
Marketing and Promotion are used to give a lasting impression of your wine's brand.