A brand is not what you believe it is; it is how people experience you and what they say it is even when you’re not in the room. You should want your brand to evoke a positive feeling or associate it with an impactful experience. Even if you’re in the midst of a crowded industry, your aim should be to stand out.
Think about the slogan “top shelf,” which is synonymous with premium liquor positioned on the top shelf or a more prominent shelf at a bar or liquor store. It is loosely based on the liquor having quality ingredients, a high price-point per bottle, how long it has aged, and sometimes, its proximity to a celebrity. They typically keep the “house” or “well” liquor directly under the bartender’s station or on a lower shelf – out of view. This perception suggests top-shelf liquor exudes a certain aura of exclusivity or stature, and that goes for whoever drinks it.
Your brand is judged and characterized by some things, too, like social media appearances, whether you have exceeded expectations of the product or services you provide, how your team represents you, how you address an unhappy client in person or online, if your website is seamless to maneuver, if you have a clear/concise return/refund policy, etc. What are the adjectives your clients can use to describe your brand?
And just as the consumer will choose the liquor that best suits their tastes, your audience will choose you based on your brand meeting their needs. Notice I said “your” audience. Identifying your specific, targeted audience is pivotal. Where does he/she/they work? Married? Single? Kids? Income? How does he/she/they consume information? Online shopper or in-person shopper? There are a plethora of additional identifiers, industry trends, and market research that Prymel Elements can use to help you identify your audience so your brand positioning, messaging, and marketing efforts don’t fall flat.
Strategically communicating and leveraging social media content to show how your product or service solves your client’s pain points sets up your brand as the premier expert. Most top-shelf liquor brands will communicate to “drink responsibly” while displaying how cool you’ll look, sipping their brand next to a celebrity in the VIP section. I mean, who doesn’t want to look cool with a celebrity? This is why Prymel Elements discerns the optimal social media and marketing blueprint for your brand that will propel your messages to the intended audience.
Our clients have a desire to bend the culture and not just visually, which people typically associate branding solely with logos, graphics, and taglines. We understand the desire to look professional with striking visuals, which are essential, but don’t forget the intangibles, like ensuring your brand exudes honesty and wanting to be impactful. Those qualities are the taste equivalent of a smooth premium cognac or bourbon.
Prymel Elements has worked with top, innovative global brands and has seen our share of top-shelf liquor brands, literally and figuratively. Let us help craft your top-shelf brand using the holistic approach that stirs emotional connections, sparks change, and leaves a smooth, enduring legacy.