Page 8 - Vallejo_Chamber_of_Commerce_Magazine_Summer_2018

COOPER’S CORNER

By James Cooper to, and wants to be perceived by, its consumers.” A item is to begin with this line of questioning: Vallejo’s4
President/CEO, Vallejo brand is more than the logo, which visually depicts “What do we value?” What are those values that
Chamber of Commerce an identity (or brand image). Brand identity is the resonate strongest with your organization?
feeling a consumer experiences when interacting Craft everages
“DEFINING YOUR BRAND” with the brand; the stronger the connection In Apple’s case, they wanted their audience to see B
to the brand, the more likely the consumer them as “the people’s computer,” so they connected
“Your brand is what other people purchases the product or service in the future. themselves with counterculture: free thinking
say about you when you’re not in One example is Apple. Apple is at or near the top of and free spiritedness. Apple users were “rebels
against injustice,” conveyed with slogans like, “The
the room.” — Jeff Bezos, Amazon surveys about brands because their products are seen computer for the rest of us.” This “democratization of

When we talk about building business, we often as high quality, easy to use, and popular (especially technology” resonated so strongly that today Apple T h e N e w D e s ti n a ti o n
talk about it from the revenue side. “How can with young adults). Apple cultivates this brand identity customers are willing to pay considerably more for
we make more money?” is usually followed by with their media advertising, which is sleek and Apple products in order to have the brand—which By James Quinn
discussions on pricing, product selection, and modern; their products, which are cool and chic; and is “defining your brand” at the highest level!
target audience. However, long-term success in their customer service experience, which is personal Want to succeed in business? “Small batch/craft” breweries and distilleries “producing unique craft beverages” have been on the rise for years
business needs something more fundamental and attentive. These reinforce positive consumer in America. Names like Anheuser-Busch and Jack Daniels still dominate the market, but even the big names are
than a well-timed sale or focused advertisement. perceptions about the brand, making it easier to sell Make sure your organization’s thinking small these days. As with wine, many beer and alcohol drinkers are looking for unique flavors and wanting
It requires a strong sense of what the brand is in the new Apple products to the same consumers. brand is defined, and then quality over quantity; and they are not shying away from the higher costs. For those in Vallejo looking to visit a
the minds of consumers, the brand’s “identity.” connect that definition small batch brewery or distillery, that meant a long drive. Thankfully, times are changing and the craft beverage
An organization can take a number of steps to to your consumers. Want scene is on the rise in Vallejo. We are becoming the destination as opposed to a waypoint on the journey. Two
A brand is one of the most valuable assets in an establish, build, and improve its brand identity. These to connect your brand to craft breweries have opened in the past few years: Mare Island Brewery and Napa Smith Brewery and now Savage
organization. It is the face of the company as include conducting a SWOT analysis, identifying Vallejo businesses and & Cooke—An American Distillery (opening in June on Mare Island) adds to our growing list. Each create new and
recognized by the public. Investopedia defines your customer base, and choosing a business consumers? Join the Vallejo exciting craft beverages and they are helping to promote the City of Vallejo as a new hot spot to visit in the Bay Area.
F irst up is Mare Island Brewing Co. (Coal such as from Moschetti, Inc. in
brand identity as: “How a business presents itself identity. A simple way to get started on this last Chamber of Commerce!

Shed Brewery), as its co-founders, Kent
Vallejo. Historical tours would
Fortner and Ryan Gibbons, have been key
start, hopefully utilizing a water
players in taking action on their vision of
waterfront to experience the
Money Mailer of Napa Valley RG’s Discount Party Store the “Wet Mile”: about a mile stretch along the Mare Island taxi service on Mare Island’s
Marketing Retail-General Merchandise waterfront from Mare Island Brewery (851 Waterfront Ave) Carquinez Strait. The island will
(707) 363-0992 - American Canyon (707) 731-2025 - Vallejo to Savage & Cooke Distillery (1097 Nimitz Avenue).
mfarrell@moneymailer.com rgsdiscountpartystore@gmail.com
This stretch will offer a tasting experience that will attract
more than only craft beverage seekers to Mare Island.
Creations & Illustrations Golden Bay Security Services The island will eventually have bakeries, restaurants,
Tattoo Shops Security Services children entertainment places, and more. Cafes will also
(707) 751-2413 -Vallejo (707) 980-0643 - Vallejo likely open, hopefully with local independent coffee roasts
landonmau@gmail.com bobby.whitaker@goldenbaysecurity.com

We would like
Kennedy Wilson Properties Coldwell Banker Solano Pacific
to welcome our Property Management Daniel Serna
(916) 927-1000 - Sacramento Real Estate Agents- Associate Members
new members dclark@kennedywilson.com Daniel.Serna@ColdwellBanker.com
(707) 771-4776 - Benicia
who are
Pacific Funding Group
dedicated to Tim Roberts Diana Lang, Real Estate
Mortgage Companies Real Estate Agents - Residential
the community (925) 639-6062 - Concord dianalangre@gmail.com
707-704-8628 - Vallejo
troberts@pfgbayarea.com
and you

6 Summer www.vallejochamber.com
6 Summer www.VALLEJOChamber.com