There are a lot of challenges in setting up any kind of drinks brand, but the most significant is also probably the simplest: there is just so much competition out there. The reality of trying to set up a drinks brand is that there are so many other brands and are incredibly well established and it can often feel as though trying to get noticed among the sheer volume of competition around you can be a serious problem. Of course, that doesn’t mean that all hope is lost! Here are a few things that you can do to get noticed and create the perfect drinks brand.
Know your audience
The most important thing to understand is that there is no single “best possible brand” that you can choose. Otherwise, someone would have figured it out by now, and every brand would look exactly the same. There’s no perfect brand, just perfect brands. Confused? Don’t worry! You need to figure out who your customers are and tailor your brand specifically to them. If you’re going after a younger, more professional market then your branding is going to be fundamentally different than if you geared your products towards older, more traditional values. If you don’t know who is buying your product, you can never create the most appealing brand possible.
Follow cultural trends
If you’re working with a drinks development service and you have a fantastic product on your hands, the last thing you want is to end up failing because you were behind the times in terms of how the modern culture moves. The reality is that drinks are as much of a cultural presence as they are a commercial product. You need to look at the directions that culture is moving and adjust your branding towards it. For a long time drinks were all about tradition and heritage, then in more recent years they began to symbolise things like freedom, friendship, and a modern, cosmopolitan way of life. You need to have your finger on the pulse at all times.
Be consistent
Consistency is the key to any great brand, no matter what industry you’re working in. If you have a website, social media account, and an ad campaign that all use different brands and then the drink itself is branded differently as well, then customers are just going to get confused and disengage with your brand entirely. You need consistency to be able to make your drink stick in the customer’s mind. They should be able to see it on a store shelf as if it’s been highlighted in their mind.
Never assume that, just because the product itself is great, that customers are going to flock to you. There are plenty of amazing drinks out there that are delicious and wonderful but are so poorly branded that no one is interested in them. That might sound incredibly shallow, but that’s the reality of the modern day consumer experience. When customers have so much to choose from, they often resort to going with whichever brand seems the most appealing to them.
