By Mark Scott
Great wine is an extension the vintner’s soul. So those serious about the wine they craft are also serious about the brand they build. Which should mean they want to build a timeless brand.
Timeless brands remedy human problems. They improve human experiences. They communicate in human ways. Branding is soulish.
So let’s talk about 3 BIG things timeless brands do...
1. Timeless brands connect emotionally
A timeless brand seizes on the reality that people aren’t in the market for products as much as they are for experiences. Especially wine brands. Smart brands make their touchpoints less about a product line and more about quality of life. So subjective and emotional connections are what ultimately makes their messaging work. Think about how brands like Southwest and Progressive build a human connection and present themselves as down-to-earth and approachable. In what ways can your brand build emotional connections? Figure that out and you’re on your way to building a lasting brand.
2. Timeless brands tell meaningful stories
If any product should tell a story, certainly wine should. Meaningful narratives are far better than tired product claims. Kind of like how Willie Nelson’s beat up old road-worn guitar is more believable than a spankin’ new guitar off the shelf.
For Maryland Wine Cellars, the big idea is “putting Maryland wine on the world map.” You know that’s a crazy idea, right? Because see, while there isn’t anything about Maryland soil or climate that prohibits fine winemaking, let’s face it, the Old Line State isn’t historically known for noteworthy wines. So the story Maryland Wine Cellars is telling is compelling. It’s a story about creating something where there’s a void. A story that is determined to rewire common thinking. A story that kicks against history and defies stereotypes. How is your brand using the power of story?
3. Timeless brands don’t sell. They educate.
It’s one thing to have a product that meets a desire. It’s another thing to establish yourself as an authority. That’s why enduring brands aren’t all that interested in short-sighted gains. They invest long term by building the currency of trust and authority. Brands that consistently impart value to earn the trust of consumers tend to keep those customers for life.
Connecting emotionally, telling meaningful stories, and educating in the marketplace are 3 surefire ways that businesses build timeless brands. Do it in long form and then make it fit on a napkin. Whether it’s a book or blog post, documentary or a Tweet, choose language that connects emotionally, tells stories, and educates consumers. That’s how your brand will endure.
So produce wine that is an extension of your soul. Then build a brand worthy of that -- a brand that truly endures.
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