In Verona, Italy, Cathy Huyghe released a list of 30 lessons for communicators to use for their wine brands. After the annual VinItaly trade fair, this list was curated in 2015 for professionals to use as a checklist in Italy.
Strategic communication is crucial to have as a priority in a company to ensure the fluidity of information. Within the wine industry, a company needs to rely on a variety of sectors to maintain a positive brand image and loyal customers.
I have chosen the highlights from each category to create a quick, easy-to-read guide for any professional in the wine industry and beyond to consider when analyzing strategic communication within their brand.
Packaging & Websites
- Space is limited, be resourceful and clear
- Appropriate labeling in terms of wording, culture, pricing
- Include Call to Actions; such as a QR code
- Utilize contact forms for feedback
- Include backstory of company to put a face to the name
Advertising & Public Relations
- Understand the audience
- Be authentic
- Utilize engagement through experiences and emotions
- Broadcast in the right places
- Follow up. Don’t frustrate.
Social Media Practices
- What’s in it for you? Imagine yourself as the customer
- Utilize YouTube to instruct and entertain
- Visual content; tell your story through images
- Know your audience and target market depending on the platform
- Balance online and offline communications
In reference to strategic communications, it is crucial to analyze how the brand is utilizing all forms of messaging. From the wine bottle design to the website and social media platforms, a brand is constantly communicating to its market.
Check out Huyghe’s full article here!