By Mark Scott
Why would anyone want to be “perfect” when you have the amazing and unique capacity to be human. Cogs are perfect. They work perfectly for what they do. Yet they’re just lifeless cogs in a closed system. But to be human, fully human, with all its complexities and nuances -- now that’s something to celebrate.
Have you ever set aside time to write down what makes your business “human”? By that I mean, what makes your winery more than just another cog? What makes your business unique? And if you’re having trouble with finding your uniqueness, maybe your time would be better served creating uniqueness and writing new chapters in your story.
So why is this crucial?
Because branding is essential to the success of your winery. Branding is accentuating your uniqueness. It’s the humanization of your organization. It’s telling your story in a way that adds a psychological dimension -- an emotional connection -- to the taste of your wine. So much so that when people are sitting in your winery, they’re "tasting" your story -- the fruit of your history and hard work.
In my mind this what sets small restaurants and vineyards apart from big faceless and monolithic corporations that are rigid, unbending, unchanging, fossilized, and “perfect.” Think about it: As the owner of a winery, you have the unique capacity to be human and to put that humanity on display for posterity, legacy, and in the meantime, profit. Yes, I said profit. Because success should be a part of your amazing story -- especially if you worked hard and put everything on the line to get here.
At Maryland Wine Cellars, we work hard with wineries in a cooperative effort to make your story successful. While Drew and Lisa help wineries with the business and winemaking essentials needed for a successful business, I love to work hard with wineries in the adventure of telling and spreading their unique stories.
Marketing is much easier when you do the heavy lifting of branding first.
Wine & Business
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