Brand Rehab with Likely Story Strategies
Season 2: Episode 1
In this episode of the Wine Marketing Podcast, Heather Daenitz speaks with Katy Rogers and Tamara Bingham from Likely Story Strategies about the importance of branding in the wine industry.
We discuss how branding goes beyond just visual elements and encompasses every interaction a brand has with its consumers. Our conversation covers common mistakes wineries make in their branding efforts, the significance of consistency, and practical steps for conducting a brand audit and creating brand guidelines.
This episode emphasizes the need for wineries to understand their unique differentiators and to document their brand standards to improve communication and trust with consumers. This conversation also explores the creative process, the value of collaboration, and how to refresh an established brand without losing its core identity.
Our discussion includes practical tips for wineries to improve their branding and marketing strategies, with a strong focus on consistency, consumer experience, and storytelling.
Key Takeaways:
* Consistency in branding builds consumer trust—A consumer needs to see something, on average, eight times to take action.
* An audit is the first step in a brand refresh and documenting brand standards saves time and money.
* Regular audits help maintain brand integrity.
* Learning from other industries can provide valuable insights.
* Building in public engages consumers during brand changes and can help smooth the path when those branding changes do come.
About Our Guests: Likely Story Strategies
Likely Story Strategies is a boutique, women-owned, full-service brand strategy and marketing agency working to amplify the stories of people who are driven and passionate about building their businesses. Focusing on the luxury wine, food, and hospitality industries, we use our combined 20+ years of marketing experience to get serious results.
Co-founded by industry veterans Katy Rogers and Tamara Bingham, LSS offers a comprehensive suite of services, including strategic planning, brand development, 360-degree campaign activation, and much more.
* Website: https://www.likelystorystrategies.com/
* Instagram: @likelystorystrategies
* Email: hello@likelystorystrategies.com
Time Stamps
00:00 – Introduction and Backgrounds02:57 – Understanding Branding in the Wine Industry05:58 – Common Branding Mistakes and Touchpoints08:55 – The Importance of Consistency in Branding11:55 – Starting a Brand Refresh Process14:56 – Conducting a Brand Audit18:09 – Creating Brand Guidelines and Documentation24:56 – The Importance of Brand Consistency27:51 – Defining Brand Identity and Voice31:39 – Learning from Other Industries35:38 – The Role of Collaboration in Creativity43:54 – Refreshing Established Brands48:50 – Building in Public During Brand Refreshes50:22 – The Importance of Brand Storytelling54:40 – Navigating Brand Changes Responsibly55:02 – Examples of Successful Branding in Wine01:01:32 – Quick Branding Fixes for Wineries01:10:39 – Final Thoughts and Resources for Improvement
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Wine Marketing Podcast
Weekly marketing tips, strategies, and thoughts that help wineries and wine brands thrive online. Hosted by Heather Daenitz of Craft & Cluster.
www.winemarketingfieldguide.com
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