( This post follows on from my previous post about the importance of branding and also appeared in Harpers last month )
One comment on my recent piece on the importance of branding was that it is all very easy to argue that one should invest in branding but it would be rather more useful, at least to those already ‘converted’, to provide some insights into how best this might be achieved
The easy response to this is that every producer needs to be treated as a separate case given aspirations and capabilities vary significantly. In addition, different consumer groups require very different approaches while, for premium wines, the regional location may also have a major influence on the brand. This all implies not only that there is a broad spectrum of reasons why producers might choose to invest in building brands , but that every brand development plan has to be ‘bespoke’ and not ‘ off the peg’.
And this is even before one gets to the implementation of any brand plan, which by its very nature must be designed to make the brand not simply appeal to the target market but stand out from the crowd in terms of how it is presented and communicated..
Having said, however, it would be fair to say that there are a number of key ‘imperatives’ or maxims that spring to mind whenever I am in brand development mode. These help me amongst other things to narrow down the options. Here are the seven that come most readily to mind