Brand Building Blocks for launching or starting a new chapter
Brand building is a long game. Play it well by finding the right partners.
Companies from various corners of the wine & spirits industry come to ask about building their brand. Some are new and looking to launch for the first time. Others are established brands abroad who want to enter the US market. And still others are well into their brand journey and looking for a refresh.
All of these stages are critical to brand building.
Brand building is a long game.
I like to think of brand building as a collection of strategies and elements over time that eventually define you. It’s not one discipline; brand building is cross functional no matter how you dice it. The activities vary widely, and they're much more effective (and fun) if you plan them out in advance.
While we might discuss possible strategies and tactics through the lens of different marketing initiatives, the overarching principles usually remain the same:
Establish the building blocks, create awareness, and promote.
Here are some examples of brand building blocks in current client work with Clarity & Co.
Evaluation/Development/Enhancement/Guidance in the following areas:
Distribution options
Brand voice (applied across all platforms - website, social media, email, labels, sales materials…)
DTC business
Trade/B2B partnerships
Email & social media strategy
Templates for sales and marketing materials
Best practices & industry tools for all above
Oftentimes, clients ask for a strategic plan to integrate some version of the items above, with a recommended timeline and steps to succeed.
We might be starting from the beginning, or refreshing current strategies to begin a new chapter.
With these foundational building blocks in place, the next steps of creating brand awareness and promotion start to fall into place. We become more focused on taking control of executing the plans, rather than reacting to market forces. Making the up-front effort to develop building blocks allows companies to act confidently and deliberately, empowered to take the next step in their brand journey.
About Clarity & Co
Clarity & Co’s mission is to offer marketing consulting, trade relations, and project management services to the premium wine industry, and to do so with clarity and collaboration, or Clarity & Co. For more information, please visit www.clarityandco.com.