So, you have a ground-breaking idea for your beverage. Excellent! Now you have to start building a beverage brand! But where do you start? You could start with the ingredients or the flavor you want to develop. You could begin with how to package it, but the further you travel down that rabbit hole, you may find yourself circling back to how you are going to market your beverage. Doing the hard work upfront such as understanding your target audience, establishing your brand’s identity, and working with the right professionals along the way will help you immensely in building your beverage brand and the strategy you take into the market.
Finding Your Target Audience
You can start from many different points in the beverage development process but determining your target audience first can help you discover what makes your brand unique and visually appealing, gradually helping you boil down your beverage profile. Whomever you decide to sell your beverage to will play a key role in what goes into your drink and how it’s promoted. Let’s hypothetically say you want your drink to appeal to a Caribbean audience. To do so, you may want to think of more tropical blends of fruit flavors to use in your beverage. Or, if your target audience is children, you might want to brainstorm popular packaging trends in that age demographic.
“Your selection of flavors should appeal to your intended audience and attract them to trying your product. The same could be said with sweetener choices. Choose the ingredients that reinforce your brand identity and makes a difference to your target consumers.”- Brad Nichols, Director of Business Development – Flavorman
When imagining your target audience, not only do you want to consider current trends, but you’ll also want to think about age demographics, what your audience values, and what they will get out of a product. Picking your target audience can be very intuitive; most people aim to create a drink they would like personally or a beverage that appeals to family and friends. While it can be a great place to start, you want to be especially specific, considering that many brands in the market may already fill that void. How will your beverage or brand stand out in the market? It can be a lot to think about, but the best way to narrow your audience down is to consider what people value and how your product might add to their lives. You also might want to think about what entertains or grabs your audience’s attention. When promoting to younger demographics, you might consider using mascots or cartoons. Or, if you’re selling to blue-collar workers, you might want to show how your product can fit or improve their work schedule. Establishing that target audience will not only help make ingredient decisions, but it will also lead to your overall characteristics or brand attributes.
When marketing your beverage, you’ll also want to consider the characteristics that make your brand unique. Think of it this way, many brands have attributes that set them apart; for example, Amazon emphasizes its fast-shipping delivery or, Digiorno emphasizes its restaurant-quality pizza. Other brands use their intriguing backstories to promote their products, such as Uncle Nearest and others that advertise for convenience, like Kool-Aid. When establishing the identity of your brand, brainstorm the unique features that separate you from your competitors.
“Brand attributes are the pillars that set the foundation for the narrative or the strategic positioning of your brand in the marketplace. That’s critical because being consistent against that foundation or that narrative is really what’s going to set your brand apart in the marketplace and really attract people to it.” – Jeff Insco, President/Executive Director – UPBrand
Does your brand have a captivating story behind its creation? Is there something in your beverages that will improve someone’s life? Are there other services that you want to provide under the brand? Our brand attributes help establish our own identity that we use to make our brand unique and stay consistent. One way to help you begin conjuring your brand attributes is to think of your brand as a living being. What descriptors would you attach to them? Brand attributes are the conceptual ideas, characteristics, and stories that paint a mental picture of the brand. Once those brand attributes are established you can work on developing a product that fits your brand and create your visual identity.
Flavorman’s Brand Attributes:
- The Total Beverage Package: Unlike others in the beverage formulation space, our services span the entire continuum of the beverage development process. We offer beverage education, certification, flavor formulation, production, regulatory, R&D, sourcing, manufacturing and more— a single source solution.
- Unmatched Expertise: We bring decades of experience from the beverage industry. Our seasoned team represents a range in specialties including flavor chemistry, product development, production, distillery operations, beverage quality control, packaging, and other technical beverage areas with access to an extensive roster of industry partners. Throughout the experience with [our brand], clients learn from the best in the business.
- Your constant collaborator: Flavorman considers our client’s beverage a journey. The process is designed to ensure clients have a voice and gain important industry knowledge to increase their opportunity for success. We win when clients win.
- An Elite Experience: We’ve spent decades perfecting our services, processes and products to give customers a world-class experience and uphold our reputation for excellence in the beverage industry. From the first encounter to their finished product, clients reap the benefits of our immersive, service-oriented business model. We provide solutions!
- Customized to a Client’s Vision: No client’s experience, goals, or dreams are the same. Flavorman provides solutions and flexibly designed to deliver what a client requires and explores the possibilities for what a client could achieve.
One of the first things you think of when you think of a brand you like is the logo. Coca-Cola, Budweiser, Jim Beam and many more brands have memorable visual identities that grab your attention. Once you have established your brand attributes, you can start conceptualizing your brand’s visual identity. While working with a marketing agency, you can begin creating branded collateral and ensure that your brand’s visual aesthetic fits today’s standards. First, you must set the stage of your visual identity, which means deciding on a few key elements such as color, typography, voice/tone, and aesthetic styles that ultimately help you create a visual portfolio that represents your brand. Your brand’s visual identity needs to stay consistent throughout all platforms and mediums. A combination of those visual attributes will give you the tools to create a roadmap for your brand’s visual story. Afterwards you can start thinking about your logos, labels, website, packaging, and advertisements for your product. It’s important to note that your visual identity is more than just one of these visual aspects; they are visual pieces of a larger puzzle that tell the story and characteristics of your brand.
“We use the brand attributes and assets to inspire our creative team to create a visual vocabulary for the brand. That could be colors, typefaces or fonts, iconography, logo marks; all the things that are going to visually send a cue about your brand.”- Jeff Insco, President/Executive Director – UPBrand
Once you’ve done the hard work of identifying your target audience, establishing brand attributes, and creating a visual identity you’re ready to begin strategizing. Your market strategy will cover distribution, advertising, public relations, content creation, and social media. Having a solid market strategy will help you control the narrative of your brand, how it’s regarded, and how it’s discussed. Everything from an intriguing backstory of your product, demographics, brand attributes, and the resulting consistent visual themes, all play a role in establishing the overall identity of your brand and how you communicate that to the market.
“When looking for a marketing agency, be open about the problems you’re trying to solve. Agencies are fundamentally creative problem solvers. Be fully transparent and authentic about what you’re trying to do. It’s how we work best with our clients, and that’s the same throughout the business.” McKenzie Telthorst, VP of Brand Management – UPBrand
When you’re ready to talk about your idea to change what the world is drinking, give us a call at (502) 273-5214 or get started with this web form.
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