By: Jake Ahles, Founder: Morel Creative
I love this product; others should too!” It’s a tale I hear time and time again. The truth, however, is this: to attract customers and keep them coming back, you need more than a love for your product, even more-so than a great product. In reality, customers aren’t buying your product. They’re buying their perception of your product. So, you ask, how do we build the perception of your product in the customers’ minds so that it matches the way you see your beloved product? The answer is: your brand story.
A compelling brand story transforms your products from mere commodities into visceral experiences, establishing an emotional bond that keeps customers returning for more.
What Is a Brand Story, and Why Is It Important?
A brand story is more than a narrative. It’s your brand’s essence, encapsulated in a message that resonates with your target audience. It’s the who, what, and why behind your brewery or distillery. It’s the emotional connections your brand forms in consumers’ minds. It tells your customers how your brand solves a pain point in their lives or helps them achieve a goal. A strong brand story is critical. It does more than tell people what you sell. It plants your brand in your customers’ minds, shapes their perception and builds deep loyalty.
A great brand story can make your brewery or distillery a must-visit and it will set you apart from the competition.
Understanding Your Brand: The Foundation of Your Story
Before you can craft a compelling brand story, you need to understand the core elements that make up your brand. Facts are important for your brand. Vitally so. But, are you sharing facts that will build lifelong customers or are they just interesting tidbits? Effective facts and features include:
1. History and Origins: Where did your brewery or distillery come from? What inspired its creation? An origin story builds authenticity and connects with your audience. It’s a powerful tool.
2. Mission and Vision: What does your brand stand for? What future are you trying to create? A clear mission and vision guide your story. They ensure consistency in your messaging. This is where we can introduce emotional elements. We like to think we’re logical but we often buy with our emotions and then we use logic to justify those feelings.
3. Core Values: What principles guide your operations? Your core values reflect your brand’s character. They shape how people perceive your story.
Identifying Your Unique Selling Proposition (USP)
Your USP is what sets you apart from competitors. It’s not enough to simply list your products’ features – you must explain why they matter. Why would the customer care?
Features: What is your product made of? Features are the tangible, factual components of your product. They are often straightforward and objective. They include the ingredients, the process, and the equipment used. These features are key to the product. They may not be flashy, but they are critical to a customer’s understanding of your product.
Advantages: Why is this feature good or desirable? Advantages are the reasons why these features are valuable. They are the unique characteristics or improvements that set your product apart from others on the market. The key here is to identify what makes these features desirable and how they enhance your product’s appeal compared to your competitors.
Benefits: How does the advantage help your customer? Does it ease a pain point or help achieve a goal? This is where you connect the dots to the customer’s experience. Benefits are the emotional and practical reasons to care about the features and advantages. They provide the context that explains why your product matters to the consumer.
Example: Let’s take a feature of your whiskey: it’s aged in oak barrels.
• Feature: The whiskey is aged in oak barrels.
• Advantage: This aging process imparts a unique flavor profile, including notes of vanilla, caramel, and spice, which are highly sought after by whiskey enthusiasts.
• Benefit: For the customer, this means a rich, smooth, and complex taste experience that stands out from other whiskeys. It offers a blissful moment of joy. Whether they savor it neat at the end of a long day or share a special bottle with friends. This sensory experience can make them feel sophisticated and connected to the craftsmanship behind the product.
Consider another example: You use a unique, proprietary fermentation method in your craft beer production.
• Feature: The brewery produces the beer using a proprietary fermentation method.
• Advantage: This method develops a wider range of flavors. It results in a beer with a unique taste, unlike any other on the market.
• Benefit: For the customer, this translates to a novel drinking experience—something new and exciting to explore. It caters to craft beer lovers seeking unique flavors and new brews. By trying your beer, they feel part of an exclusive group that appreciates and recognizes the artistry and innovation in the brewing process.
Target Audience: Who Are You Telling Your Story To?
Knowing your audience is key to crafting a story that resonates. Start by identifying your customer demographics—age, gender, location, and lifestyle. Then, dive deeper into understanding their preferences, needs, and pain points. What are they looking for in a beer or spirit? What are they looking for in a tasting visit? What experiences do they value? A brand story that addresses these aspects will be more relatable, memorable and impactful.
The F.E.E.E.D. Framework: Structuring Your Brand Story
At Morel Creative, we use the F.E.E.E.D. Framework to help brands develop their unique story. This approach ensures that your brand story is not only compelling – incorporating features, advantages, and benefits – but does so in a consistent and cohesive manner that is aligned with your brand’s core values.
• Facts: Like the features we discussed, start with the key facts about your brand—your history, product features, and processes. But don’t stop there. Focus on the facts that matter to your audience. They should help solve a problem or fulfill a need: the advantages.
• Engage: Connect with your audience. Show how your brand relates to their lives. This could be through shared values, a common passion, or even a shared challenge.
• Educate: Inform your audience about what makes your products and/or process special. This could include your brewing process, unique ingredients, or innovative techniques.
• Emotion: Evoke feelings through your story. Emotions strongly influence decision-making. They can come from nostalgia for an old family recipe, the thrill of trying something new, or the comfort of a trusted brand.
• Differentiate: Combine the elements above to create a USP that stands out. Your differentiation should be clear and compelling, giving customers a reason to choose your brand over others. Plant your flag in the ground and claim your brands territory!
Crafting the Narrative: Bringing Your Brand Story to Life
Once you have the key elements of your story, it’s time to weave them together into a compelling narrative. Here’s how:
• Storytelling Techniques: Use storytelling techniques to make your narrative engaging. This could include using a protagonist (your brand), a plot (your brand’s journey), and conflict and resolution (challenges the brand has overcome).
• Consistency Across Platforms: Your brand story should be consistent across all platforms. This includes social media, your website, in-store experiences, and your packaging. Consistency builds trust and reinforces your brand’s identity.
• Incorporating Visuals and Media: Visual content is a powerful tool for storytelling. Use high-quality photos, videos, and graphics to showcase your narrative. A well-crafted brand video or a series of compelling images can say more than words alone.
By crafting a cohesive brand story that is consistent across all customer touch points, you’ll set your brewery or distillery up for unparalleled success.
Measuring Success: Is Your Story Resonating?
How do you know if your brand story is effective? Here are a few ways to measure success:
• Key Performance Indicators (KPIs): Track metrics such as brand awareness, customer engagement, and sales to see if your story is having the desired impact.
• Customer Feedback and Reviews: Listen to what your customers are saying. Positive feedback and reviews can be a sign that your story is resonating, while negative feedback can provide insights into areas for improvement.
• Continuous Improvement: Your brand story should evolve as your brand and the market change. Regularly review and refine your narrative to ensure it stays relevant and compelling.
Start Crafting Your Brand Story Today
Your brand story is a powerful tool that can set your brewery or distillery apart in a crowded market. By deeply understanding your brand’s point of view, identifying your USP, and using the F.E.E.E.D. Framework, you can craft a narrative that resonates with your audience and builds lasting connections. Start today and watch as your brand’s unique story attracts customers and fosters lasting loyalty along the way.
