In the grand puzzle of brand magnetism, your online presence is only a slice of the pie.
Brand magnetism is a combination of forces that a company produces to attract customers. It draws customers to you and the products or services you provide. This effort is not limited to having a “Sales” or “Distribution” plan – it’s a series of objectives used to increase your brand awareness.
Many of these objectives can be identified under the Trellis Growth Partners’ Brand Magnetism model such as: internal team commitment or management’s vision and strategy, the consumer experience or online presence. Each force has to work cohesively for maximum effectiveness.
A streamlined, organized website can be an effective avenue to introduce customers to your brand story and the products that you offer.
Bombing Range Red, before
Bombing Range Red, after
Bombing Range White
Last year, one of our long-time clients, McKinley Springs Winery, hired us to redesign their Bombing Range wine labels. The Bombing Range wines are inspired by the colorful history of this estate vineyard and were created as a tribute to U.S. military troops. (During WWII, the 2,000-acre estate vineyard in Washington’s Horse Heaven Hills AVA was used as a training site for fighter pilots. To this day, shell casings are still found among McKinley Springs’ 2000 acres of vines.)
Our main goal in this project was elevate the wine’s packaging and create stronger sales demand. Our first step was discuss the goals of the project with McKinley Springs. Next, we surveyed the winery’s distributor network to gain feedback before undergoing the design process. (In our experience, failing to consider ideas from the very people charged with selling the wines is an avoidable mistake.) Then, we created a request for proposal and distributed it to a selection of designers whose process and price range was a fit given the project’s identified goals.
Chris Noud, owner of Now Design in Salem, Oregon, won the project and designed the new Bombing Range labels. Whereas the former label depicted a pilot with a glass of wine in a cartoon style, the new labels use actual historical photos from WWII. We are very pleased with the results of Chris’ work, and especially like how the striking imagery of the new labels better speaks to the quality of the wines.
After the label design was completed, the next step was to launch the new packaging. First, we created a trade press release, which was published by Wine Business Monthly. We are now in the process of pitching the wines to writers in states within McKinley Springs’ distribution market with the hopes of gaining third party endorsement to stimulate demand for and sales of the wines.
You might be wondering why clients would hire a marketing communications company for design projects. After all, we do not offer graphic design services in-house. Our role in these projects serves to provide the overall marketing direction and a proven process so that broader goals of sell through are achieved.
If you are interested in discussing how Trellis Growth Partners can elevate your brand image, please contact us.
-Erin Stutesman, Account Coordinator
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