Your Brand is Like a Cocktail
Get more engagement with a brand that has that 'WOW' factor.
I do love a fun cocktail on my birthday. Cocktails or mocktails are an intentional mix of different ingredients, each flavour and colour complimenting the others until an entirely new beverage has been created.
Although I could very easily (and more affordably) pay $5 for a beer or a soda served in a can, I choose to pay four times the price for a fancy cocktail. Both are drinks. Both refresh my thirst. So why am I, and many other people, happy to pay so much more for a cocktail, or even a mocktail, when both are fundamentally the same thing?
The difference - visual presentation.
Photo by ShengGeng Lin on Unsplash
Even though it’s essentially a few ingredients mixed together in a cup, a cocktail is created, curated and served with the greatest of attention to visual presentation.
If it were served in a can, no-one would pay the higher rate for a drink they couldn’t visually appreciate.
But when the utmost care is taken to the glass, the decoration of the glass, and the shape of the glass, a simple drink is now a stunning work of art, with all it’s ingredients on show and ready to be appreciated (and shared on social media!).
The colours of the individual drinks are thoughtfully selected to mix or layer with artistic flair.
Decorations and garnishes such as fruit, flowers and umbrellas are added for that wow factor.
The shape and size of the glass is selected with care to be the perfect vessel to present this eye-catching creation.
The glass itself is decorated with salt, edible gold leaf or a colourful splash of flavouring.
Sometimes even the way the cocktail is made by the bartender, is in itself a show and adds to the celebratory experience.
Photo by Redd Francisco on Unsplash
Just like a cocktail, your brand is an intentional blend of your service offerings, values and mission, voice, product, messaging and visual assets - all chosen to create a whole new identity.
And just like a cocktail, how you present your brand in your marketing will determine how it’s perceived:
> Your logo,
> website,
> social media posts,
> photography & imagery,
> signage,
> packaging,
> newsletter,
> and brochures.
Does your brand look like every other brand in your industry, or does it stand out as unique? Does it look so visually enticing that people can’t help but enquire and ‘taste’ what you have to offer? And has it been crafted with intention and expertise, to provide an elevated experience that people are happy to pay for?
When you’re out enjoying your next experience, pay attention to the visuals around you. Whether it’s a cocktail, dinner at a restaurant, a hotel room, a concert, a retail store, or a product - does what you see enhance your experience, or take away from it? Does the visual experience suggest a higher price point, or a budget option?
Visuals matter. Visuals get noticed. Visuals alter perceived value.
Stop being overlooked and undervalued in your business. Be strategic as to how your brand’s message is visually communicated so you can get noticed and be valued for the amazing service you offer.
Get in touch to talk about ways to elevate your brand visuals.
Subscribe to receive more brand-boosting articles like this directly in your inbox.
