How to Brand Your Beverage Company

When competing in a highly saturated market, you need to position yourself favorably amongst the competition, and good branding can do just that. Branding your beverage company increases value, delivers your message, and legitimizes your company through the use of strong visual representation.It holds significant value as it acts as a roadmap for comprehending the business's purpose and how to position yourself in the market.

Why is Branding Important?

There are many reasons why effective branding is vital for the success of your spirit company. It all starts with creating a visual connection between you and your consumers. A well-designed logo can take you a long way, just like McDonald’s golden arches or Target’s bullseye. Good branding serves as the "face" of your company and plays a crucial role in delivering a compelling message. When executed properly, a polished appearance enhances credibility and sets you apart by giving you a professional look. Branding is an essential tool in marketing communication that helps to showcase your brand to consumers. Essentially, it is the most fundamental form of advertising.

Why You Should Consider Rebranding

If you've already launched a spirit brand or are acquiring a new one, rebranding may not be necessary if the name has already seen success. However, with consumers having numerous options when choosing their favorite spirits, it's essential to present a current image to remain relevant. Luckily, your product likely has a unique selling point, whether it's the ingredients or distilling process, and effective branding can communicate your story to consumers. Updating your branding provides an opportunity to evoke a specific feeling when consumers browse the shelves. Consider asking yourself the following questions when it comes to branding/rebranding:

• What do people want to feel when they choose my brand?
• What aspects of my brand fit my consumer’s personality?
• Where are my consumers located in relation to my business?
• How is my product made, and does the packaging reflect this?

How to Start Branding Your Business

When considering branding for your business, it's beneficial to partner with a reputable firm that can guide you through the process. Look for a team with experience in working with spirit brands to ensure a smooth journey. While some may view professional design as a costly investment, opting for a firm without spirits experience could lead to expensive mistakes, especially in areas like labeling. Taking on the branding process solo could also hinder your progress. By choosing the right firm, you can achieve optimal results while keeping costs in check.

Do Each of Your Spirits Need Their Own Branding?

It's a bit of a mixed answer. While it's not ideal to create separate logos and labels for each spirit you offer, especially if you're new or introducing a new spirit, it's best to keep the same logo across all packaging. This way, customers who enjoyed your bourbon can easily recognize and potentially enjoy your vodka too. Even though these spirits may not be found in the same section of a liquor store, consistent branding helps customers identify your products effortlessly. It's only recommended to explore different branding once you have established a strong reputation.

Branding with Form and Function

When creating your branding, it's important to think about both the appearance and functionality. Starting with stock bottles and labels can help keep costs low initially. As you establish a strong presence in the market, you can explore custom bottles that reflect your brand message. In a feature in Artisan Spirits Magazine, Josh Mayr from the Wishkah River Distillery mentioned, “I aim to use a consistent type of glass for all our products. This approach would not only help me streamline orders for volume discounts but also maintain a cohesive look across my product range. Glass can be quite pricey.”

When purchasing glass, it's crucial to remember that quality often comes with a price tag. The type of glass you choose significantly impacts the overall presentation of your packaging, so be sure to strategize carefully.

At Brindiamo Group, we have experience in building successful beverage companies and enhancing their brand image. Our team of seasoned beverage industry professionals uses a personalized approach to support development across all areas, helping you achieve your goals! Reach out to us today for more information.

Lozier, Chris. “Rebranding Advice From The Experienced.” Artisan Spirits Magazine, Winter 2016, p74&75.