Everyone in the distilling industry hears the term ‘branding’ every day, but it’s often said as a catch all, misused, or just partially explained. Your brand and identity can have as big an impact on your business as the quality of the spirits you produce. The process of branding involves much more than your logo and labels. It’s the definition of your story and how you tell it. Your brand is who you are to the public and ultimately how you can connect with them. Branding can also establish your positioning—the key differentiators that set you apart in a crowded industry.