Starting a business is exciting. You’ve probably been thinking about taking the plunge for a long time. You’ve imagined how your product and business will look. And you’ve daydreamed about managing and operating a successful business.
And now here you are—in the beginning stages of making that daydream into a reality. You’ve secured help from wine and spirits investors, you’ve put a product into production, and it’s almost time to introduce yourself to your customers. This is where you can set yourself on a successful path.
But how do you actually make that happen? How do you go from an unknown business to providing a product that customers are able to recognize and actively seek?
Wine and spirits investors are always on the lookout for the next big thing. But what separates a successful startup from the countless businesses that don’t make it past their first year?
Know Your Customer
There isn’t a product on the market that addresses the needs and concerns of every available consumer. This is why you need to narrow your focus. Your business is going to address a very specific section of the population, and you need to learn as much about them as possible.
Are you going to be shopping your spirits brand to a local market or a national market? What age group do you envision buying your product? These types of considerations will factor into your Buyer Personas. Buyer Personas will help you better understand the people that might be interested in your product. You can use these to put together a product and marketing strategy that directly targets these personas.
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Solidify Your Brand
Your logo, website, marketing communications, and any customer interactions will all compound on each other to build how the general public thinks about your company. The ways you navigate each of these scenarios and considerations will further the idea of your brand.
A well-understood brand identity helps your customer get a better idea of your company. All of the customer-facing aspects of your business need to be cohesive. This is much easier when your brand is solidified within your own mind. Create a logo, labels, and general scheme on your website that fits your company’s identity.
Find an Angle
The spirits industry is full of unique companies. However, even the most unique company shares similarities with other companies in the spirits industry. This could come in the form of marketing tactics, products, or even relationships with wine and spirits investors.
You need to figure out how to differentiate yourself from the competition. How are you different from other labels that offer a similar product? What do you provide that they don’t? This information creates a reason for your customers to seek out your brand and product in particular. This will inform your marketing and create a desire for your product.
Tailor Your Marketing Campaigns
All of this information can be used in your marketing campaigns. And when it comes to introducing yourself to potential customers, marketing is your main lifeline. The public doesn’t even know you exist quite yet, so it’s your responsibility to let them know. Creating a unified, thematic marketing campaign will introduce these potential customers to your brand and your product.
Use your buyer personas to figure out where your customers are most easily reached. Is it on social media? Is it on the television? And then once you find them, make sure your message stays on brand and addresses the hole in the market that your product fills.
Be Reachable
The public is demanding customer service in new ways. This often includes direct contact with a company through either their website or social media channels. Your business needs to be available for questions on these outlets. Beyond that, a social media presence is a great way to connect with your customers. It builds brand awareness and creates a stronger bond.
Create profiles for your business on various social media accounts and create organic content. Link this content back to a well-designed website that showcases your brand and product in a prominent way.
Provide Quality Service
All of these factors will help generate attention for your spirits company. But an initial introduction won’t lead to a long-lasting relationship with your customers unless you provide a quality product with quality customer service. You need to make sure you retain every customer you gain.
These long-lasting relationships are what sustains a company. Not only do they provide sales, they spread the name of your brand through word-of-mouth.
Understand your customers, personalize your marketing and outreach, and provide a quality product. These considerations require a lot of work and research but they can be done. The Brindiamo Group helps startups in the spirits industry connect with wine and spirits investors, implement marketing and branding, as well as many other important services.