Wine Branding

Wine branding isn’t just your wine label design, it’s everything you offer, say and do. It’s the story, image and personality of your business.

Wine Branding

What is wine branding?

Wine branding isn’t just your wine label design, it’s everything you offer, say and do. It’s the story, image and personality of your wine.

In a competitive marketplace getting the attention of your consumers first is vital. The best strategy a wine brand can employ to differentiate itself amongst the competition is to invest in a professional brand identity and wine packaging design.

Telling your story should be the first place you start when it comes to branding your wine. A strong story sets the foundations for your brand and creates a concept or theme to focus on. It should instantly convey the story of what a consumer can expect once they’ve opened the wine.

Asking such questions as ‘Why did you launch your wine brand?’ ‘What’s the significance/history behind its location?’ ‘What’s your passion?’ ‘Where are you going?’ is a great starting point to writing your unique story.

Having a strong concept behind your brand enables the audience to engage, create an emotional connection to your brand and build brand loyalty.

Investing in a brand identity and wine packaging

A wine label is just one part of your brand identity. A brand identity captures the essence of a brand, its story and personality. A brand identity encompasses a brand’s name, logo, colour palette, typeface, imagery, packaging and brand communications.

Upon seeing your brand name and brand identity, the consumer should understand who you and what you can provide them. It should stand out and capture their attention. And most importantly, it should reflect who you are as a winery.

Wine packaging must consider the capsule, the back label to the carton, the entire package should be designed with the consumer, the wine and the brand in mind.

Consumers are spoilt with choice today more than ever and they expect the unexpected when it comes to packaging and branding. They expect to see innovative wine packaging from die cut labels to screen-printing designs directly onto bottles and pewter labels.

Building trust customer loyalty

Capturing the consumer’s attention is the easy part, you have them interested in your products and even signed them up to your mailing list. Now what? Continue a relationship with these customers; this is paramount to building a strong wine brand.

To build loyalty with your customers you must continue to engage with them. You can do this through your brand communications and direct marketing. From monthly e-newsletters to quarterly hard copy newsletters, direct marketing is essential in maintaining and building the consumer/brand relationship. Social media sites are also a very powerful strategy to build customer loyalty and develop long-term relationships

Ensure you portray a professional image to your potential and existing customers with consistent brand communications from your wine packaging right through to your corporate stationery, press advertising, tasting notes, brochures, point of sale and invoices.

A style guide is a great tool to ensure consistency. It’s like an instruction manual for your brand identity. It’s a valuable tool when dealing with third-party companies and staff to ensure your brand identity is used consistently across all brand communications. For example, if your corporate colour is very distinctive then defining your corporate colour in a style guide is invaluable when working with various printers and suppliers.

Wine branding can be challenging at times but that’s half the fun. Think about your unique story and ways you can stand out from the crowd by making your branding different and more memorable – and why people should pay for the value you offer.

What’s next?

Wine Branding

Consulting B2B

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Wine Branding