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CONTENTS

STAGE 1

b) Branding
Continued

Bringing your brand to life for your Consumer

Communications Plans:

The other key element in your brand’s expression which focuses on what consumers
will actually see, hear and buy is your communications plan. This is a plan to talk to your
consumer target about your brand story and to establish your premium positioning clearly in
their minds. Again, it’s very useful to capture your thoughts for this plan in a clear template
that clariies your thought process on key topics such as your brand promise, your USP and
the tone of voice best suited to your brand and consumers.
You also need to consider the best channels of communications to engage with your target
consumer: PR, social media and festivals. Currently there’s an explosion in the use of social
media platforms such as Facebook and Twitter etc. These are used extensively by drinks’
brands to connect with their consumer target, especially adults of Legal Drinking Age (LDA)
,who are constantly on the go. This medium is highly interactive, accessible & very economical
for new start up brands. It will help to showcase your brand and begin an engaging and
meaningful relationship with your consumers.
(Ref to Stage 2 Trading - LAUNCH / Social Media ‘Rules’)

The budget to carry out this type of work can be signiicant. You should contact experts in this
ield (i.e. marketing & branding agencies) to help guide you on this critical branding activity
– contact Bord Bia Drinks Sector Manager who can provide on-line links to relevant agency
associations.

The Bord Bia insight & innovation team have a range of useful case studies on branding.
These case studies can be found at www.bordbiavantage.ie/insight-innovation

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