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Business Marketing

Building a Cohesive Brand for Your Business

Every business has its own unique mission, brand voice, and goals. Knowing how your business differentiates from competitors is an important step, but knowing how to clearly communicate that to your consumers is what really sets your business apart. Successful businesses must not only build a strong brand, but they must also take a cohesive approach to their branding. 

What is cohesive branding?

Cohesive branding is showing consistency in your brand across all platforms to ensure that your business is immediately recognizable to consumers. Your audience may encounter your brand in various places such as your website, social media channels, landing page, digital ads, commercials, brochures, etc. To resonate with consumers, a strong brand must keep the same tone of voice, colors, graphics, and fonts consistent across all marketing platforms and materials.

Why a cohesive brand strategy matters

  1. Makes a positive first impression
  1. Creates a memorable brand
  1. Increases trust in your brand
  1. Builds brand recognition
  1. Increases conversions and sales

Building a cohesive brand marketing strategy is crucial in a competitive marketplace. If a business fails to communicate consistent branding to its audience, you could leave prospects feeling confused with who you are and what you do. Strong, consistent branding builds recognition, trust, and credibility for your business.

Everything you need under one roof

If you are looking to build and strengthen your brand the right way, partnering with Spectruss could be exactly what your business needs!

Spectruss is a full-service, all in-house marketing agency with over 10 years of experience working with numerous brands and businesses in various industries. We are a team of specialized individuals whose mission is to create stronger, more cohesive brands for businesses.

As a full-service, all in-house agency, we offer everything your business needs for branding, marketing, promotions, and advertising under one umbrella. This not only keeps your brand consistent, but it also saves your business both time and money.

Capabilities:

We tailor our services and packages specifically for each business based on their unique needs and goals!

Strengthening your brand during COVID-19

Creating a cohesive brand that consumers trust is crucial to the success of a business, especially during uncertain times. Through strategic brand marketing strategies, we helped our client, Refine Aesthetic Studio, continue to grow during the global pandemic. In four months during COVID-19, we increased the number of consultations and booked appointments by 90.2%!

If you’d like to learn more about how Spectruss can help strengthen your brand, give us shout! We’d love to talk with you.

Categories
Business Marketing

Podcast with CEO of Chattanooga Whiskey, Tim Piersant

In this podcast special, Sam Silvey chats with CEO of Chattanooga Whiskey, Tim Piersant, about all things regarding brand authenticity and strategy, overcoming obstacles, the effects of COVID-19, and other important topics. Tim shares the inspiring story of Chattanooga Whiskey and its 10-year journey of establishing its brand in the marketplace.

Listen now to understand more about how Founder and CEO of Chattanooga Whiskey triumphs through adversity as his company turns global.

How it Began

In 2011, Chattanooga Whiskey was founded by Tim Piersant and his partner, Joe Ledbetter, two friends with a vision to reform the ban on distilleries in Chattanooga, TN. Before 2013, it was illegal to distill whiskey in Hamilton Country due to the decades-old prohibition laws. With a mission to bring back “Whiskey to the People”, they set out to overturn those laws and began the Vote Whiskey campaign. Utilizing a broad marketing strategy centered around empowering the Chattanooga community, the successful Vote Whiskey campaign gained huge traction across the city. In May of 2013, the laws were overturned. Not only did the Vote Whiskey campaign open the doors for Chattanooga Whiskey, but it also created significant economic opportunity for all of Chattanooga, TN.

Following this milestone, Chattanooga Whiskey became the first distillery in the Chattanooga area in over 100 years. In 2015, they began the process of crafting their own unique bourbon whiskey recipe. After four years and over one-hundred recipe variations, Chattanooga Whiskey perfected and released the first ever Tennessee High Malt, a local whiskey that celebrates Chattanooga’s rich distilling history.  

Brand Authenticity

Over the past two decades, white labeling in the spirits industry has become so common that finding a truly authentic brand with a real story is very rare. With the momentum and name recognition that came from the Vote Whiskey campaign, keeping the same white label product would have been an easy solution for Chattanooga Whiskey (the product was already doing well in several states), but that was not the Chattanooga Whiskey way. They were born to be trailblazers, so instead, they decided to be true to themselves and create a completely unique and entirely new bourbon recipe – the Tennessee High Malt. Although creating a new product was a significant risk, it was a risk they were willing to take to be an authentic brand.

In the video, Tim Peirsant shares the story of Chattanooga Whiskey’s recent launch in Kentucky and how it was received in the market. Kentucky consumers are known for their appreciation of bourbon, so it was important that Chattanooga Whiskey stood out as a unique brand. By sharing their authentic story of how Chattanooga Whiskey created the only Tennessee High Malt, it gave them a better chance to succeed in a market like Kentucky. Chattanooga Whiskey is a progressive brand because they not only have a true authentic story, but they also deeply believe that their flavor is unique, better, and different.

Brand Strategy

Tim explains that markets operate very differently in the spirits industry – some are independently driven while others are chain driven. This is important to take into consideration when building relationships, utilizing marketing resources, and implementing marketing tactics. An important strategy for Chattanooga Whiskey is to invest heavily in consumer education. Rather than using a “Spray and Play” tactic which would spread them far too thin, Chattanooga Whiskey has taken a more focused approach to share their story and build relationships the right way.

Even though naming a brand after a community can be limiting, Chattanooga Whiskey has gained major brand recognition across the United States. They are the only real branded Chattanooga product that is available in a third of the country. Chattanooga Whiskey is already available in nine different states and will soon be in twelve.

COVID-19 Challenges

Although whiskey is somewhat of a “recession-proof” product, the industry has faced some very difficult challenges with the COVID-19 pandemic. Big whiskey brands produce and sell approximately 80% of consumed alcohol. Although craft distillers only make up for a small fraction of sales, they are a huge economic and market driver. Tourism and social activity are major factors for the local spirits industry as they grow and build their brand. With COVID-19 causing the shutdown in the hospitality industry, distillers across the nation are suffering. A recent study found that 60% of craft distillers were doubtful that they would survive in the next one to two months.

Chattanooga Whiskey has been fortunate during these unprecedented times due to its growth, price point, and amount of time they have been in the industry. Because Chattanooga Whiskey is a retail-centric brand, they have been able to weather the storm and continue to grow. Chattanooga Whiskey has seen a 62% increase in sales compared to last year, whereas 42% of distillers are going out of business.

Categories
Business Marketing

Impact of COVID-19 on the Outdoor Recreation Industry

 

As the U.S. continues to face the COVID-19 pandemic, people are looking to outdoor activities as a solution to staying occupied and healthy amid social distancing mandates. Research shows that consumers are shifting discretionary spending away from typical summer travel plans and focusing instead on family-oriented outdoor activities. As a result, several outdoor categories have experienced exponential growth in recent months.

While the sports & outdoor industries typically see increased activity during summer months, this year those numbers have skyrocketed. Top retail websites like Dicks Sporting Goods, Academy, Cabela’s, Bass Pro, and Camping World collectively saw an 86% year-on-year increase in May 2020. With consumers increasingly seeking outdoor activities, sales of bicycles, boats, water sports, and camping gear have exploded.

Boating

With many summer vacations canceled, the boating industry experienced a major peak in interest to get out on the water. According to the National Marine Manufacturers Association, 70 percent of boating dealers reported they experienced significant sales growth in May 2020, the strongest number recorded since July 2018. Personal watercraft sales have spiked by 75 percent compared to May 2019. Boating has given consumers a way to get out of the house and enjoy summer days on the water while still maintaining social distancing recommendations.

Paddle Sports

Before COVID-19, the paddlesports category such as kayaks, paddleboards, rafts, and canoes experienced a decline in sales. From an inventory management standpoint, these expensive and bulky products typically gave retailers a challenge for making sales. With consumers looking for family-based activities, these products have been selling at unexpected speeds. In recent months, Google searches for water-related products increased by 70 to 100 percent. And in June 2020, sales of water sports products increased 56 percent compared to the previous year.

Cycling

The cycling industry experienced significant growth soon after the stay-at-home order was announced in the United States. In June 2020, bicycle sales were up 63 percent compared to the same time last year. Most sales were generated from family-friendly bicycles during the early months of COVID-19. In recent months, the industry has seen an increase in full-suspension mountain bikes and road bikes. This is believed to be attributed to the shortage of family bikes, along with people taking up cycling as a more permanent hobby.

Camping

The camping industry has recently experienced a surge in performance due to the increasing consumer interest of backyard adventure. In June 2020, sales increased by 31% as more people camped at local destinations or even their back yard to spend quality time with family outside of the house. Recreational tent sales grew almost two times as fast as backpacking tents, which are typically purchased by serious campers. This indicates that as camping continues to grow in popularity, the family recreation niche could be a major boom to the industry. Offering more affordable equipment to new campers will also provide value during current economic uncertainty.