Wine association branding is essential to establish your region as a leader in the industry.

We talk a lot about branding when it comes to wine labels, but what about your wine association? Does it have a consistent image that is easily recognized from the surrounding states or associations?

Think about this fact: Our senses take in about 11 million bits of information every second, but we are only consciously aware of about 40 bits of that information.

I often give this example when I give branding presentations at conferences. You are driving down the road on the way to work and you start thinking about everything you needed to do that day: work projects, drive your kids to sports, and plan an upcoming event. You get to work and then realize; you really don’t remember driving to work.

Our brain automatically took over driving, while we focused on our list. Similarly, when we are going through our everyday life, we are unconsciously making decisions about branding and perceived value.

What can your wine association do to improve its branding?

There is a marketing rule of 7’s that states a potential customer must see a message at least 7 times before they take an action. Making your brand unforgettable with a memorable logo and brand elements makes your wine association easier to remember.

With over 400 different wine associations worldwide, it is essential to tell consumers how you are different. Some associations are countries, some are grape-growing regions and others are states, like in the United States.

Associations do what wineries can’t do on their own: partner for wider tourism promotion, grape and wine education, research, lobby state & federal legislation, create regional events, foster community, and more!

If you are part of a wine association, then you know the association staff is pulled in different directions every day. This can lead to branding and marketing getting lost in the shuffle.

Top wine association branding tips to consider in 2023:

  1. Define your target market. The wine drinkers in your state or region are most likely different from states like California. Find out the demographics, psychographics, and what makes them want to visit your local wine country.
  2. Create a logo and branded collateral. Each association should have a logo they use everywhere, design elements, colors, fonts, and photography that are immediately recognizable. Having brand guidelines helps associations know and share a consistent image across the website, ads, brochures and this is key – all public facing events.
  3. Create a strategic headline and brand story that resonates with your audience. If you don’t create this people will come up with their version like “It’s not Napa, but . . .” By defining how you are different, you educate people on how to refer to you. Every wine region is made up of a unique set of people, land, grapes, and goals. Communicating that in a consistent headline and story will be the key to being memorable.
  4. Have a consumer-facing website to educate consumers on your grapes and your events. We often tell clients to think of a website as the center of a spiderweb. All your marketing should point to your website. While we often work with clients on social media, your website is owned by you and isn’t affected by Meta’s whims. Post first on your website and then share the content on social.
  5. Have a plan to reach out to your target audience. Don’t rely on your member wineries to spread the word. Create your own email list and social media and reach out regularly.

Not sure how to accomplish all of the above?

We can help!

Not sure what your goals are, how to create a marketing plan, or how to do email automation? Are you overwhelmed and don’t know where to start?

At Bauerhaus we work with wine associations of all sizes on individual projects and on monthly retainers. First step? Set up a free discovery call. Next step, go through our signature process, the Bauerhaus Brand Map, to make sure the foundation we’re building upon is solid. No matter the scope of your retainer, we must begin by understanding how and why your brand is different.

The Bauerhaus Brand Map is divided into sections: Define your customer, define your competitors, define your brand, and walk step-by-step through a customer journey that covers how someone goes through: awareness, consideration, decision, and loyalty. This covers digital touchpoints and in in-person. We go through this process over a series of weekly Zoom calls and end up with a Marketing roadmap of suggestions.

Are you ready to start 2023 with a bang?

We can help! Set up a free discovery call to find out if we are a good fit. Our clients tell us that one of their favorite parts of working with us is a weekly or monthly meeting to ask all their questions. Bauerhaus Design offers various support packages tailored to your unique needs, covering the Bauerhaus Brand Map, marketing, design, and more. Book your free call today!