By Iza Święcicka
Not only the brands are the brands. They are also built by the people who are behind them. “You can tell a lot about how a winery works by the people who run it. As a particular winemaker can say a lot about the wines which are made in it. So the people, who make the wine, are also brands,” Noel Carrión, director of the Master in Social Networking at the University of Alicante, says.
In addition, every winery has to be distinguished to be able to build your own brand and identity, it has to say what its values are, to show what its vision is and ultimately, why it is different from the other wineries in the area, the director highlights. The company needs to talk with its customers to find out which image is transmitting outside. “To ask itself, whether the winery spreads a more contemporary look or, conversely, traditional one and from which a revolutionary wine is not expected, serves to fix the brand profile. But you always have to do it by talking to the client to know what their visión is”, Noel Carrion says. This work will allow the winery to be more recognizable and go further, he points out.
The human being is more likely to feel empathy for a person than for a bottle.
It is not only necesary to think about the brand of the winery, but also about the people who integrate it, because the people with experience and who haver worked many years in the sector are those who will finally lead the knowledge about wine and management of the company. “If a brand can’t be thought of for everyone, at least, it would be recommended to do it for the most important within the organization. It is easier to push the winery brand among people than between the brands. This is because the trademarks always have this love-hate component and, generally, the interpersonal relationship is preferred. It is preferable to talk with the manager of the winery than with its logo, either in person, on Twitter or on Facebook,” Noel Carrión advises.
The human being is more likely to feel empathy for a person than for a bottle. “As much as we love wine, this is a glass container with liquid inside and a label, which never reacts empathetically with us. But half an hour of conversation with the person, who makes this wine and bottles it, can change your concept of what you are drinking. It gives you something else. You can learn how the vintage has gone, what grape variety was used to do it or if it is very hot in summer the alcohol content raises. You start to know many things about these bottles of wine, which you did not know before”, Carrión says.
Knowing, the person who is making that wine, is invaluable. People can remember or not the mark of a winery, but they will not forget the winemaker who has explained that wine. In this sense, initiatives like Arte Ibérico (Elche), wineshop Tiza y Flor (Alicante) and the Despensa Lúpulos y Taninos (Benidorm), where are organized tastings which are conducted by winemakers who present their wines.
The direct contact brings more elements to the memory of this brand. “We relate with the people humanely, very directly, which does not happen with brands. So the more you personalize the brand, the better“, the profesor says. The brands are not going to smile at us and they are not going to slap on the back or to tell a joke. The brands are wanted to be humanized, but they are not human. However, people are able to give humanity to a brand. “It could be possible that the personal Twitter account of the winery manager has more success than the official one of the company. Although this is not something that usually happens”, Noel Carrión laments.
The presence of a person related to that brand is sought to develop the brand on social networks. “The team, which is within the company, telling stories day by day, is what works best,” Carrión says. The important thing is to let to the winery staff talk and communicate. It is recommended that it would be a personal communication of things that happen within the company by social networks more than a corporate communication, the director of the Master says.
Another factor to consider, as Noel Carrion points out, is that “people are very curious. For example, they are not allowed passed to the kitchen in a restaurant, but if my favorite restaurant puts kitchen pictures on Twitter, that will interest me.” In the case of wineries, news about preparation, arrival of new barrels or changes in the fermentation process, is interesting to their followers. It is not necessary to make an encyclopedia of wine, but to tell them what is happening daily, to make the reality of the winery known, Carrión aims.
On the other hand, human beings are able to feel pity for a person, but not for a brand. So, Noel Carrión says that “people are not willing to love brands, so we should not use them as a banner. However, it is interesting to invent a funny, humanized logo and let people play with it because a brand as a brand doesn’t make you feel like interacting with it.”
However, people working in the winerys are also interested in creating their own professional brand. Noel Carrión underlines the personality of the chef Karlos Argiñano who is “a great cook and really good at public relations. He changed the telvision channels without any problems and he is always himself. You can put oil and frying pans of any brand, because it is him who recommends these products. He is like an umbrella brand, and you can hang everythin around him.” The personal brand, which represents the values and vision of winery, helps its brand.