Branding Is Image And Feeling
Dr. Coco Umiker
Umiker and her husband own Clearwater Canyon Cellars, the largest of 52 wineries in the Idaho. Located in the Lewiston Valley, they just broke ground on own winery after using a facility in the Port of Lewiston. A presenter at the 2016 BTE Bootcamp™, she shared about the importance of branding.
Image And Feeling
“Branding in wine is about image and feeling. You want the customer to think of what your company it about. Be authentic is the first rule of your brand and image” Umiker said. “We just make wine and nothing else. We work at making the best wine possible.”
She cautioned entrepreneurs against spreading themselves too thin. You can prevent that my knowing yourself, understanding your market and your place in it. People must be able to pronounce your brand. For Clearwater Canyon Cellars, it was important they convey their grapes were grown in the Lewiston Valley, not simply purchased elsewhere, trucked in and bottled.
A distinctive logo, identifiable at a glance triggers the feeling of the customer’s last experience with their wine. In fact, a few movie companies have purchased some bottles, because Clearwater Canyon Cellars’ logo is distinctive enough to be recognized on tables not central to the scene and add to the authenticity. Umiker said they haven’t seen any increase in sales as a result of some “pseudo product placement”.
Monitoring Their Brand
Umiker uses a variety of methods to monitor where their trademark and logo appear. They went to the extra effort and expense to have their trademark, bottle design and logo registered using a trademark attorney who specializes in that field. So far, a simple “cease and desist” letters or phone calls have kept Clearwater Canyon Cellars uniquely branded and growing.