Branding helps David beat Goliath
How many times has a client asked you to lower your price because one or all of your competitor's prices were lower?
Before Joe Smith from Croze Nest Cooperage joined our program it was every sales call.
You see, his competitors were 4 large factories that produced 80% of the barrels used to age whiskey. They all had a lock on the industry and were able to squeeze out any competitor trying to enter the market.
Joe built Croze Nest because he loves bourbon and working with wood. He had left his cushy corporate marketing job and was committed to making a business out of his hobby. The problem is that he had to lower his price so much on each barrel that he was losing money. Fast.
When we first spoke he was frustrated and defeated. He told me he needed a better way but didn’t have the money to invest in his business.
When we first spoke he was frustrated and defeated. He told me he needed a better way but didn’t have the money to invest in his business. This is ironic because we promise you that an investment in a brand will create a competitive advantage for your business and add real value to your product or service. And, allow you to charge a premium without objection.
Joe was losing money on his product and
looked at branding as just another expense.
Eventually, he decided to invest in a brand for Croze Nest. We found that the competitors were all doing the same thing. Same processes. Same Products. There was no differentiation. We also discovered that 75-90% of a bourbon's flavor comes from the barrel and the aging process and you can manipulate the flavor through specialized materials and techniques.
We positioned Croze Nest as the only custom handmade barrel made to order for the very best bourbons being distilled by micro-distilleries. In short, Joe had become the secret sauce and could now charge a premium price for his product.
I’m introducing you to Joe because he is exactly the type of person we like to work with. He’s someone who takes action and implements what’s in front of him. These are the people that reap the best rewards.
These days, Joe has a different problem. He can’t keep up with demand!