What differentiates the most successful brands (in terms of sales) in any industry from less successful ones? The successful ones are generally great marketers. Their main focus is on building their brand and selling their products, not the process of making them. Some of the largest and most successful alcohol brands are part of really good marketing organizations. Smaller alcohol brands can learn a lot of such companies.
Some people might object to the definition of success purely on the basis of sales. They may point out that producing a quality alcoholic beverage is an art in itself. This is true. There is nothing wrong with focusing on niche markets by producing rare, world-class vintages or the highest quality specialty beer.
And poor quality products probably won’t sell no matter how clever the marketing. On the other hand, if a brand makes high-quality products but does not understand, reach, and engage the target audience sales won’t happen either.
For companies who want to build big brands, the quality of the marketing and brand building generally makes all the difference in sales success. The most successful ones have created a clear brand image – often built over time – and an emotional connection with their target audience.
Why do some brands end up being sold to larger companies often for sizeable amounts of money? Someone understood how to use marketing to create a brand image and message that resonated with consumers. They were able to differentiate themselves from competitors, focus on sales, and grow the brand.
Successful brands have a vision, they are on a mission. From the beginning, their founders know that they want to be different. In a good way, in a big way. Not just another wine, beer, or spirit brand. And they understand their target audience, how to reach and engage them, and are able to get their message across.
Sometimes alcohol brands don’t become big until a change in ownership or brand image or vision. As soon as someone makes the decision to take that brand to the next level with all the marketing tools at their disposal the opportunities for growth are almost limitless.
And compared to just 10 or 20 years ago, the marketing tools available nowadays allow brands to use creative branding to reach and engage their target audience on social, digital, and streaming media like never before. At a cost much lower than legacy advertising channels with the ability to measure ROI in great detail.
Keep all this in mind as you may be in the process to re-think your brand building and growth strategy during the current pandemic. If you are looking for help to generate fresh ideas and strategies reach we invite you to reach out to QBP. A second option might go a long way. You can reach us at email@example.com.