Multigenerational family-owned businesses need brand strategy now more than ever.

If your winery has changed hands from one generation to the next, you may find yourself at a crossroads when it comes to brand strategy. You know who you’ve been for 20, 30, even 50 years. But who will you be 20, 30, even 50 years from now? Setting aside intentional time to do some basic marketing exercises will help you build a brand strategy to carry on the family business for generations to come.

After all, the #IYKYK strategy will only get you so far, as there is generational change among consumers as well.

BRAND STRATEGY

A strong brand strategy is essential for standing out and connecting with your audience. A well-defined brand strategy influences every aspect of your business, from customer experience to marketing efforts, ultimately driving growth and loyalty.

BRAND PURPOSE

Today’s consumers show up for inspiring, authentic brands with loyalty. It is crucial to have a thorough understanding of the core purpose of your brand - which may or may not differ in the past, present and future tense. This involves answering fundamental questions like:

Why does your brand exist?

How do you do what you do?

What values and beliefs drive your brand?

What are the tangible results or specific benefits?

Your brand purpose should align with your company’s mission and vision. It should resonate with both your team and your target audience, creating a strong foundation for all branding efforts.

MARKET RESEARCH

Understanding the market landscape is crucial. Conduct thorough research to gain insights into:

Your target audience: Who they are, their preferences, behaviors and pain points.

Peers: Analyze their strengths, weaknesses, positioning and strategies.

Market trends: Stay updated with industry trends and emerging opportunities. Fit trends into how you do things, and not the other way around.

This information helps in identifying gaps in the market and shaping a brand that meets specific needs and stands out from competitors.

BRAND POSITIONING

Brand positioning defines how you want your brand to be perceived in the market. It involves creating a unique space in the minds of your target audience. Consider the following elements:

Brand Promise: What do you promise your customers?

Value Proposition: What unique value does your brand offer?

Brand Differentiators: What sets your brand apart from competitors?

A clear and compelling brand positioning statement is essential for guiding all branding and marketing efforts.

BRAND IDENTITY

Your brand identity encompasses the visual and verbal elements that represent your brand. This includes:

Brand Name: It should be memorable, relevant, and reflect your brand’s essence.

Logo and Tagline: These should be distinctive and convey your brand’s message.

Brand Colors and Typography: Choose colors and fonts that align with your brand’s personality and evoke the desired emotions.

Brand Voice and Tone: Define how your brand communicates, whether it’s formal, casual, friendly or authoritative.

Consistency in these elements across all touchpoints is vital for building a recognizable and trustworthy brand.

BRAND MESSAGING

Your brand messaging should convey your brand’s story, values and key messages consistently. This involves:

Brand Story: Craft a compelling narrative that highlights your brand’s journey, mission and vision.

Key Messages: Develop core messages that communicate your brand’s value proposition and benefits.

Elevator Pitch: Create a concise and persuasive pitch that summarizes what your brand is about.

A strong messaging framework ensures that your brand’s voice is consistent and resonates with your audience.

BRAND EXPERIENCE

Your brand experience encompasses every interaction a customer has with your brand. Ensure it’s positive and consistent across all channels, including:

Customer Service: Provide excellent and consistent service to build trust and loyalty.

Online Presence: Maintain a cohesive brand image across your website, social media and other digital platforms.

Physical Touchpoints: Ensure your packaging, retail environment and any physical interactions reflect your brand’s identity.

A seamless brand experience strengthens customer relationships and reinforces your brand’s promise.

CONTINUED MONITORING

Brand strategy is not static; it requires ongoing monitoring and adjustments. Regularly evaluate:

Brand Performance: Use metrics and feedback to assess the effectiveness of your brand strategy.

Market Changes: Stay informed about industry developments and adapt your strategy as needed.

Customer Feedback: Listen to your customers and make changes to better meet their needs and expectations.

Continuously evolving your brand ensures it remains relevant and competitive in a dynamic market.

Developing a robust brand strategy is a comprehensive process. By doing the work, trusting and committing to the results and delivering consistently, you can extend the legacy of your brand for future generations.