A WIN Series by Town Hall Brands

Happy NEW YEAR – we took a big break and now we are back to share this special WIN series with you.

In past articles in 2018 we’ve outlined that your brand story will talk about your values, what you stand for, as well as your value to your customers. 

As the story is told, you need to also focus on making your story clear, consistent and compelling.

Make your story clear

Make sure your story is understandable, lucid, straightforward, and, as much as possible, distinctive when compared to your competition. Try not to make your story vague or complicated.

Be Consistent

Once you’ve got your clear message, you need to ensure you tell that story consistently across all channels. Your brand won’t tell an effective story if you’re continually changing your tune.

This is not to say that you need to say the exact same thing to every possible customer type, but you want to ensure there’s harmony among the various components of your story.

Compel me to care

You want your story to be compelling. If your brand story does not reveal something personal and unknown about the person or brand, it’s going to be boring. Don’t bore people or you will lose them before you have them. You might think “We’re not interesting; we are just making wine. Pretty simple.”

Well you do have interesting things to share in your story, and you can share thing that tap in to emotion: why did you start a winery? What was your inspiration and vision? How did you come to where you are now? Tell us about your failures, about your successes. Why should your customers care about you? Answer those questions and you’re on your way to creating a compelling story. Take us on your journey. Is there a transformation? When your story takes people on a journey where there is a transformation between the beginning, middle, and the end, it’s a true story. And please, please make sure your story is true.

Building a brand story takes effort. But focus on developing a clear, consistent and compelling narrative that helps customers understand your values and your value to them.

Customer loyalty comes from brand authenticity and user experience. When you have a true, relatable story and offer both a great product and customer experience, you will have loyal fans.

Town Hall Brands, based in Vancouver BC, works with wineries to build and promote their brands. With more than 20 years of experience (and in Canadian dollars), their team is a great choice for any US brands who need a refresh, or to start from scratch. Learn more on how your brand can be brought to life when you email Leeann Froese leeann@townhallbrands.com or visit www.townhallbrands.com