The Brand Training Blueprint: The 3 Steps to Deliver a Short and Value-Adding Training That People Will Remember
instead of the fluffy storytelling and tens of botanicals nobody care about
The MAFFEO DRINKS Guides is a bi-weekly email newsletter. With a systematized approach, it helps drink builders grow their brand from 10 to 10k cases. Each edition solves one clear challenge for subscribers. Some editions are free, and others are paid. Sign up here:
Dear Bottom-up Drinks Builder,
I’m sure it has happened to you during training. You got that feeling that you are missing the last mile to the market. The brand is great, you’re feeling enchanted but: so what, now? I’ve done more than 100 brand induction presentations in my career. Whether to new colleagues, distributors, sales teams, or bartenders, it's the same.
I remember putting my utmost effort into making them live the brand and making the effect last longer. I am sure it worked for a while.
But then I started to become skeptical about its long-term effect on their share of mind. I started feeling that these documents were too brand-driven. They lacked commercial implications in the market.
Where should they sell it (if sales teams)? On which occasion they should recommend it (if bartenders)? I told them a lot about history, provenance, and the liquid but I'm sure it left them with a burning question: So what?
What will I do with this amazing brand now? No wonder so many bar owners are reluctant to advocacy training.
Here’s how to solve the issue and step-change approach.
Make it about them, not about your brand.
If you don’t talk about the commercial aspects, they will sell the brand out of what they understand and out of emotions (i.e. hot for a month and then drop it).
They won't sell it rationally (i.e. this is the best product for this occasion vs other brands so I'll keep selling it).
They will keep your brand in mind until a new brand comes to present itself. The effect has to stay long after you've left the room.
If the brand presentation is:
For distributors' sales teams: explain how the brand plays vs the portfolio they currently sell and then vs their competitors.
For bartenders: explain why they should recommend it for a specific occasion, type of outlet, and need state.
Your brand should fit in as a natural solution at the end of the training, it shouldn't be the main thing you talk about. Wait, What? Yes, here’s how: