Sage Brandworks on brand execution: 6-step checklist
David Studeman, Partner, Sage Brandworks, 925.283.1879, www.sagebrandworks.com
Take time to give your brand a thorough check-up. Here are some tips on how to do this effectively.
1. Is the brand promise made on the label, delivered by the wine? Consumers begin to “taste” your wine as they look at the label, either on shelf or at the dining table. Ask: Does the pledge of taste, experience, satisfaction, and quality on the label match the reality inside the bottle? Does the label make the right promise
2. Does your website build your brand while still selling wine? Ecommerce is a growing and critical part of sales for most brands. Ask: Does your site still communicate your brand experience while making it easy to purchase wine? Do the key attributes of your brand come through on the site?
3. Is your brand consistent from touch point to touch point? The most successful brands are consistent across all touch points with their audiences. Ask: When you line up your complete collection of brand touch points, is each consistent in reinforcing your key brand positioning? label, point-of-sale, website, winery signing, and tasting room photos. When you evaluate the total impression of these touch points, ask “Have we made the buying decision easier?”
4. Does the tone and manner of your copy match your brand’s personality? Line up all written brand communications and compare. Ask: Does advertising, web, sell sheets, brochures, and company correspondence all project the same image? How does the tone and manner of your written materials compare with winery tours and tasting room conversations?
5. Is it time for your brand to evolve? While staying true to your brand strategy, recognize that the competitive environment is constantly changing and evolving. Compare your brand with key competitors, and ask: are the differences obvious? Are they relevant and meaningful to your consumer?
6. Are you a brand evangelist? Lead rather than police your brand. Create a framework for all brand “influencers” to work together. Ask Sage to lead a key stakeholder workshop focused on getting all of your employees, distributors, key industry spokespeople to communicate your brand consistently.
Strong execution builds competitive advantage and sustainable pricing – important results for your business.
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