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BRAND BUZZ

9 ATTRIBUTES OF HIGHLY SUCCESSFUL SPIRITS BRANDS THE

WRITTEN BY

DAVID SCHUEMANN

Like great entrepreneurs, effective leaders, influential individuals, and successful brands have a distinct set of traits that set them apart from the rest.

C

ompetition for market share in the spirits category has never been fiercer, making it more important than ever to assess whether your brand has the qualities necessary for success.

The following are the most common qualities of successful spirits brands:

1

.CONSUMER KNOWLEDGE

The most successful spirits brands have a thorough knowledge of their target consumer demographics, interests, likes and dislikes, the best mediums to reach them with and what style of communication they best respond to. Armed with this knowledge, successful spirits brands are able to craft their products to appeal to the tastes of their consumers, customize their brand promise and finetune their brand voice and packaging to best connect with their consumers.

2

.DIFFERENTIATED & UNIQUE

Developing a unique brand is the key to successfully breaking through the competitive clutter. Differentiating your spirits brand doesn’t require that it be a completely new spirits beverage, but it

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does require that something is special about the product. This could be the product itself — such as a unique flavor, production method, ingredients, or aging technique — or the brand promise, packaging, custom bottle or some other niche selling point.

3

.GOAL ORIENTED

4

.PASSIONATE

Successful spirits brands don’t hope for success. Instead, they begin with the end goal in mind and tailor their day-today efforts in a direct path to accomplish it.

Passion is a crucial component to building a brand for success for the longterm. Passion is contagious. If leadership and brand leaders exude passion for their brands, everyone who interacts with them

will be affected, including the sales team and in-turn retailers and ultimately consumers. Consumers who are enthusiastic about a brand will become brand ambassadors, referring your brand to others which can lead to the Holy Grail — organic growth.

5

.CONSISTENT

Great brands maintain both consistent messaging and a consistent experience for their customers. No consumer wants to repurchase a spirits beverage they enjoyed previously only to find the quality has waned. While staying relevant to consumers and the changing marketplace is certainly important, a certain level of continuity is crucial to meeting consumers’ purchase expectations and avoiding messaging in conflict with the consumers’ perception of a brand. As brands grow and mature, often

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Artisan Spirit: Winter 2016  

The magazine for craft distillers and their fans.

Artisan Spirit: Winter 2016  

The magazine for craft distillers and their fans.