s e C to r
M erchand i se
Give your brewery visibility
One of the hardest jobs to undertake in the brewery business is trying to stand out from your competitors. But by giving customers something that is useful to them, it reinforces their passion for your brand, values and products through emotionall engagement, explains Andy Mogg, director at LemonTop Creative.
One of the hardest jobs to undertake in the brewery business is trying to stand out from your competitors. The brewery industry is full of beautiful branding and luscious labels. Everybody is striving to have a unique brand, with a look and feel that everyone craves. Whether you’re an established brewery or you are new to the brewery sector, it’s very easy just to blend into the background and that is not where you want your business to be. If you are passionate about brewing, you probably have aspirations of reaching new heights and rising above your competitors. You want your name to be mentioned every
by Andy mogg
time somebody talks about beer. You have a good business, some great ideas and
E
the passion to drive it forward, but without a high
very business school teaches that you need
quality brand identity, say goodbye to any kind of
to spend anywhere from 10 to 20 percent
quality connection with your customers. Your brand is
of your gross on marketing. You need to
everything from your name and logo, to the wording and
increase your volume, expand your product
tone of voice of your company literature, through to the
range and take on as many distributors that
emotional associations that a customer makes with your
you can. Your employees? Keep their salaries as low as
business. It encompasses who you are, your aspirations,
possible and forget any and all benefits. Once you get
and what people perceive you to be. Get your branding
big, show no loyalty to suppliers. Social media – you
right and you can establish a significant and differentiated
better have a knock-out website, Tweet frequently, use
presence in the market that attracts and retains loyal
Facebook, and everything else out there. Make sure no
customers.
shirt maker, knick-knack producer, or anyone else out
Building a strong brewery brand is about creating
there is allowed to use your trademark unless they pay
unique visual and verbal elements and then repeating
dearly for the honour. Oh, and your wholesale price? Keep
them across all of the promotional materials that you
it rising as fast and high as you can.
create. Making it unique and consistent across your
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September 2018
Brewers Journal