STRAIGHT-UP STORYTELLING: CREATING A DISTILLERY BRAND STORY THAT DOESN'T SUCK
Let’s face it—you’re a straight-up distilling demigod. A master of the mash. You’re intimately connected to the workings of your facility, and you make a product that feels like heaven on earth. Your life is perfect, right? ……right?
As you also know, running (and growing) a distillery brand is far more complicated than just making a superior product. On top of the pressures we all face as business owners, there’s the need to create a compelling story for your brand. Something that tells *your* story—and does it with the juice to capture peoples’ hearts and minds.
So let's cut the crap and focus on what it takes to build a genuine, engaging brand story that only you can own.
Dig up your roots.
Who started this boozy adventure, and why? Share the good, the bad, and the ugly with your customers, and let them in on what makes your brand so damn special.
Flaunt your flavors.
What sets you apart? Is it some secret ingredient, an innovative process, or a devil-may-care demeanor? Don't be shy about it—flaunt it if you got it, and show off what makes your spirit one-of-a-kind.
Slay the wordsmiths.
Ok so this one may seem counterintuitive but—it’s very easy to get too fancy, too cute, and too erudite (see what we did there?) with your audience. Your customers aren't here for a lecture—they want a drink. Keep your language relatable, honest, and straight to the point. They don’t care what you know until they know you care.
Share the f*cking passion.
You're in the distillery business, which means you’re a huge nerd. So don’t try to hide it—embrace it! Let your customers feel the fire that drives you. Share your love for your craft, your team, and your spirits. Give them a reason to root for you and get behind your brand.
Show, don’t just tell.
Your brand story needs to look as good as it sounds. Invest in some killer visuals that show off your distillery, your spirits, and your personality. Remember, a picture's worth a thousand words—so make sure those words are worth their weight in whiskey.
Keep it real.
Don't try to be something you're not, and don't sugarcoat your story. Your customers can smell BS from a mile away. Embrace your quirks, your flaws, and your victories, and they'll love you all the more for it.
Stir up some emotion.
Tug at your customers' heartstrings or make them laugh out loud. Whatever you do, make them feel something. The more emotion you pack into your brand story, the more likely they'll be to connect with your brand and keep coming back for more.
Engage your audience.
Your brand story isn't just about you—it's about your customers, too. Get them involved; ask for their opinions, and make them feel like they're part of the family. After all, you're in this shit together.
Now roll up your sleeves and start crafting that sweet, sweet narrative. Remember to keep it real, make it relatable, and have some fun with it. Your customers will thank you—and so will your bottom line.
At GhostCMO, we know how important it is to put your best verbal foot forward. From branding and positioning, to messaging and copywriting—we know what it takes to create powerful results for your business.