The premium cigar industry is one of the most competitive markets in the world, with a rich history and tradition that draws enthusiasts from all corners of the globe. In an industry where craftsmanship is expected, the real challenge is to build a cigar brand that not only stands out but also builds a lasting connection with consumers.

With over a decade of experience in building over 40 brands for over 60 markets, Madre Consulting has learned firsthand how to carve out a lasting legacy for cigar brands.

In this post, we dive into 10 practical insights that cover everything from crafting a unique value proposition (UVP) to mastering your packaging design. Whether you’re a new cigar brand or an established name, these tips will guide you on how to set your brand apart and elevate it for sustainable growth. Let’s dive into these 10 burning insights!

1. Differentiate Yourself: Unique Value That Transcends ‘Quality’

Establish a Unique Value Proposition (UVP) that clearly distinguishes your cigar brand in the marketplace. And ideally, don’t choose ‘quality’, as one in every 4 top-ranking brands have already done so.

The essence of your brand’s positioning should resonate through a unique benefit that taps into your audience’s desires and needs, but that is also differentiated. In the premium cigar industry, quality is already expected, and as a message, it is far from unique.

Identify and amplify that one thing that makes your brand undeniably special, and most importantly, that others cannot claim. Keep in mind that two out of five top brands talk about family heritage, and three out of 5 focus solely on product features, neglecting emotional benefits which trigger and transform consumer behaviour.

Why it matters

Consumers instinctively look for what’s different, intriguing, or beneficial to them. This psychological trait is crucial for brands aiming to capture attention in a saturated market. As a brand, the aim is to become unmissable, undeniable, and ultimately irreplaceable in the minds of your consumers. Your brand’s ability to highlight a distinct value—something only you can offer—makes it magnetic and memorable.

How to achieve it

Focus on identifying that one thing that sets your brand apart—something that resonates with your audience and is genuinely reflective of your brand’s values and story. Is it your origin, cultural environment, a particular step you take in the manufacturing process, or perhaps a commitment to social impact?

The sweet spot lies where your brand’s distinctiveness is not only relevant and appealing to your audience, but also sustainable over time, ensuring that your UVP remains strong and defendable against competitors.

Expert Tip

Regularly reassess and realign your UVP to ensure it continues to stand out and resonate. This doesn’t mean a complete overhaul with each shift in market trends but rather a thoughtful refinement to keep your brand relevant and in the top-of-mind of your consumers.

2. Building a Cigar Brand for the Future

Prepare your brand for growth by projecting a scalable brand architecture. Focusing on what you immediately have in front as ‘urgent and important’ will determine your priority. However, do not neglect crafting a well-thought-out growth and brand development plan. 

Growth isn’t straightforward or pretty. In the process of expansion, brands tend to sprout out without a well-orchestrated structure. We are usually called to step in and ‘fix’ the aftermath of this spontaneous process and calibrate a brand’s portfolio. However, you can take action into your own hands. The solution is simple: think ahead.

By taking the time to plan beyond your current product lineup and envisioning where your portfolio could expand in the next 5, 10 or 30 years, including new lines, limited editions, or even collaborations, you’re setting yourself up to be less reactive. Be proactive and lay the groundwork for the legacy you want to build. 

Why it matters

Consumers instinctively look for what’s different, intriguing, or beneficial to them. This psychological trait is crucial for brands aiming to capture attention in a saturated market. As a brand, the aim is to become unmissable, undeniable, and ultimately irreplaceable in the minds of your consumers. Your brand’s ability to highlight a distinct value—something only you can offer—makes it magnetic and memorable.

How to achieve it

Focus on identifying that one thing that sets your brand apart—something that resonates with your audience and is genuinely reflective of your brand’s values and story. Is it your origin, cultural environment, a particular step you take in the manufacturing process, or perhaps a commitment to social impact?

The sweet spot lies where your brand’s distinctiveness is not only relevant and appealing to your audience, but also sustainable over time, ensuring that your UVP remains strong and defendable against competitors.

Expert Tip

• Define visual and verbal codes that can adapt and grow with your brand.
• Involve your team and stakeholders in the planning process to gather diverse insights and ideas. 
• Regularly revisit and refine your brand roadmap in response to new learnings and market changes.
• Staying flexible and responsive will empower your brand to seize opportunities for growth while maintaining a strong and cohesive brand identity.

3. Think Outside the Box: Leveraging Packaging as a Crucial Brand Touchpoint

Treat your cigar box as the essential touchpoint that it is for your brand. 

Good packaging design serves multiple roles simultaneously—it grabs attention with its bold and distinct presence, instantly informs the customer about the product, clarifies its significance, and subtly persuades them towards making a purchase.

It’s your ultimate opportunity to make a strong sales pitch without saying a word.

Why it matters

In the competitive retail landscape, your packaging needs to work harder to grab attention, convey your product’s significance, and persuade consumers. 

Customers appreciate discovering products that seem tailor-made for their needs. Packaging that can articulate what the product is, why it matters, and provide tangible proof of its value is crucial for immediate product recognition and decision-making.

How to achieve it

Ensure the packaging clearly displays the basic information in an intuitive way: vitola name, quantity, and your brand, allowing retailers and customers to quickly gather the essential information about what’s inside. Moreover, consider the packaging from all angles, especially in a retail environment where your product might be stored and displayed in various orientations. This ensures that regardless of how the product is placed, it remains visually appealing and its key messages are accessible.

Expert Tip

Think outside the box – literally. Beyond visual design, think about the tactile experience of your packaging.

Materials, finishes, and even the way a box opens can all contribute to the consumer’s perception of your brand.

A memorable unboxing experience can significantly enhance customer satisfaction and loyalty, turning what could be a routine purchase into a moment of genuine delight and connection with your brand.

4. Label Smartly: Prioritizing Design Amidst Regulations

Design your cigar packaging to smartly incorporate health warning labels and regulatory elements, ensuring these mandates don’t overshadow your brand’s visual appeal.

Given that most common regulations demand 30% to 50% of the packaging front, it’s crucial to make peace with the elements that will inevitably be covered.

There’s no guarantee your logo won’t get covered, but there’s a lot you can do to strategically position key elements that keep your brand’s visual identity recognizable and appealing.

Why it matters

The strategic placement of brand elements goes beyond mere aesthetics; it’s crucial for preserving strong brand recognition amidst strict compliance requirements. This method ensures that, despite the potential for visual clutter, your brand continues to communicate its story and values clearly, reinforcing customer connection and loyalty.

How to achieve it

First, identify the non-negotiable elements of your brand’s visual identity. Then, adapt your packaging solutions with these elements in mind, assigning priority to ensure that key visuals and messages find their place in areas least likely to be covered.

Place the most important brand elements in the upper half of the packaging. This area is your visual safe zone, less likely to be affected by regulatory content. Secondary and tertiary elements can occupy the remaining spaces.

Expert Tip

• Regulations vary from market to market, so always do your research.
• Strategize designs to comply with and accommodate country-specific labeling requirements.
• Anticipate future changes in regulatory requirements by adopting a flexible approach to your packaging design.

5. Size Up Your Message: Ensuring Readability

Some tips seem obvious, including this one, but we’ve seen this mistake happen too many times. There’s no point in including complementary written content on a band if it’s impossible to decipher it.

Ensure your cigar ring’s text is clear and that it can be read. This is crucial for conveying your brand’s message effectively, right from the first glance and well beyond the logo.

Remember, bands do more than just wrap the cigar around; they are often the first introduction to your brand’s value. Balancing an eye-catching design with practical readability lets your brand’s essence shine through, making every encounter with your product an opportunity for connection.

Why it matters

Brand recognition is the cornerstone of customer loyalty (which is very hard to achieve and maintain in this industry). A ring that’s legible and visually appealing makes your brand memorable, encouraging repeat purchases and fostering a strong brand connection.

How to achieve it

Choose text size, color contrast, and font wisely. Aim for a minimum of 5 pts for text size, but don’t shy away from larger fonts for key brand elements. Remember, the tactile experience of holding a cigar also offers a closer inspection of your brand story. The devil is in the details.

Expert Tip

• Prototype, prototype, prototype. Always create physical dummies and printing proofs to see the real-life impact of your design choices. Keep in mind, screens can be deceptive. 
• Thickness matters, too. An additional stroke around the text can go a long way in preventing text disappearance against certain substrates.

6. An Easter Egg that Keeps Your Story Going

We first did this simple thing over a decade ago, and it still surprises us it’s not yet a standard in the industry, because the results are brilliant every time. 

Simply print on the inside of the band. By turning this often-overlooked space into a canvas for extended storytelling and connection, you give enthusiasts an amplified reason to appreciate your brand.

Yes, not everyone will see it. Some people take the band off and don’t even ‘look back’. But those who notice details will cherish the experience of discovering an easter egg, and will share it further with their smoking buddies and online. And that is a simple way to enrich the smoking ritual with brand content, making that moment of interaction even more special and memorable.

Why it matters

Creative use of the ring’s interior distinguishes your brand and fosters loyalty. In a crowded marketplace, those small, unexpected details can significantly impact. This not only sets your brand apart but also turns a routine action—removing the band—into a unique brand discovery. It’s these nuanced touches that elevate your brand from being just another choice to a memorable one.

How to achieve it

Approach the inner space of your cigar ring with creativity and intention. Whether it’s a brand statement, slogan or QR code to a virtual experience, make it meaningful and engaging.

Expert Tip

• Research regulations in various countries regarding ink contact with tobacco. 
• Compliance is key in global markets.

7. Optimise Packaging: Winning Shelf Real Estate

In the retail environment, space is a premium commodity. The ability to display multiple products in the area typically occupied by one can significantly enhance your brand’s visibility and appeal. Consumers perceive products with more facings on a shelf as more popular and desirable, and this translates to more sales. But in the current cigar ecosystem, where humidors are already full, multiple facings aren’t something as easy to obtain.

A solution for this is to optimise the sizes of your cigar boxes to make the most of retail shelf space. A simple adjustment, such as producing a two-story 12-count box over a one-story 20-count box, can effectively allow you to have two facings instead of one, making the most of the opportunity to show products within the same area and allowing you to display two different products side by side, virtually doubling your portfolio’s presence.

Why it matters

An innovative use of shelf space not only allows for a wider presentation of your range but also caters to varying consumer preferences and buying habits. By offering more options within a compact footprint, you create a win-win situation: retailers appreciate the efficient use of space, and consumers enjoy the variety, making your products more enticing and likely to be chosen.

How to achieve it

Begin by evaluating your current packaging dimensions and consider how you can redesign them to be more space-efficient without compromising the product’s integrity or appeal. The goal is to create packaging that retains its attractive design and protective function while being sized to optimize shelf presence. 

Market dynamics will influence this strategy, as humidors will vary significantly based on location. A humidor in London will most likely be a quarter or less in size than one in Miami.

Expert Tip

• Work closely with retail partners to understand shelving constraints and opportunities, ensuring your redesigned packaging aligns with the practical realities of in-store display. This collaboration can lead to more effective use of space and a stronger presence for your brand.

8. Stand Out from the Manufacturer: Ensuring Unique Brand Presence

Differentiate your cigar brand distinctly from its manufacturer to ensure your products stand out in the market. It’s crucial to establish a brand identity that shines on its own merits, without relying solely on the reputation of the manufacturer. 

This approach is about carving out a unique space for your brand, ensuring it’s recognized and remembered for what it uniquely offers.

Why it matters

In a market where many cigars might come from the same manufacturers, having a distinct brand identity is essential to avoid being just another option among similar offerings. Clear brand differentiation not only helps your products get noticed but also ensures they’re preferred and picked up by consumers. 

How to achieve it

Strategize your brand architecture right from the start to build a solid foundation for differentiation. Avoid blending into the background by steering clear of overemphasizing the manufacturer’s branding in your own. Sometimes, leveraging the manufacturer’s reputation might seem advantageous, but it can inadvertently dilute your brand’s individuality. Instead, focus on what sets your cigars apart.

Expert Tip

• Ensure that your unique brand elements are consistently applied across all touchpoints, from packaging to online content. This consistency helps build a strong, recognizable brand identity that customers can easily identify and connect with, regardless of the crowded marketplace.

9. Craft a Distinct Verbal Identity: Choose Words with Character

In an industry rife with repetitive language, particularly the overuse of terms like ‘quality,’ carving out a niche with fresh, distinctive verbal content is key to standing out. 

This involves not just the words you choose but the tone and personality behind them, ensuring consistency and authenticity in all communications. Your verbal identity is the linguistic representation of your brand’s heart and soul, shaping how the world perceives and receives your message.

A brand’s identity is built beyond its visual language. Don’t forget or give your brand’s personality for granted. Develop a unique voice that encapsulates your brand’s essence and resonates deeply with your target audience. 

Why it matters

Just as you strive for a unique visual identity, the language you use should be equally distinctive. Copying another brand’s tone or style is equivalent to replicating their logo—it dilutes your brand’s authenticity. Often, brands inadvertently adopt an industry-standard voice instead of crafting their own, missing a crucial opportunity for differentiation. A unique verbal identity fosters a deeper connection with your audience, establishing familiarity, trust, and turning casual consumers into staunch advocates.

How to achieve it

Explore various frameworks that define personality, with Carl Jung’s archetypes being a particularly powerful tool. By selecting archetypes that resonate with your brand’s purpose and vision—be it the Explorer, the Jester, the Rebel, or others—you lay the foundation for a brand personality. This chosen archetype or combination of archetypes then guides the creation of a consistent tone of voice across all brand communications. Whether your brand speaks in a manner that’s authoritative yet approachable, or playful and inspiring, it’s essential to weave this defined personality into the language, pace, and emotional tone of your messaging, ensuring your brand’s verbal identity is as distinctive and authentic as its visual counterpart.

Expert Tip

• Foster a community around your brand where this voice can come alive. Use platforms like Facebook groups to encourage dialogue, not just between your brand and your audience but also within the community itself. This creates an environment where shared stories and experiences can flourish, anchored by your brand’s verbal identity.
• Make these narratives a part of your content strategy, showcasing them on your website, social media, or in marketing campaigns to demonstrate the real-world impact of your brand’s voice and personality.
  

10. Brand Guidelines and Digital Assets Management

The premium cigar industry has historically moved at a slower pace than other businesses when it comes to adopting technology, global trends, and online tools, such as the use of a Digital Asset Management (DAM) portal for in-house and external brand resource access.

Gaining access to the right files and formats is usually a headache for importers, retailers, and industry media wanting to properly use a brand and its materials (logo, colours, fonts, key images, etc). Why don’t cigar brands facilitate those trying to expand their footprint?

The controversy lies among the protectionists. We’re not advocating for openly sharing your resources. However, when it comes to those allies requesting assets to further publish your brand and follow its guidelines, should you, as a brand owner, make them wait and keep them from helping? 

Why it matters

You want to avoid misuse and people getting the wrong files from Google search.

Efficient and effective use of brand materials is crucial in today’s fast-paced digital world. For premium cigar brands, maintaining a consistent and high-quality brand image across all platforms is vital. When importers, retailers, and media have easy access to up-to-date and properly formatted assets, they can better represent the brand, ensuring that consumers receive a cohesive and professional impression. Conversely, delays and difficulties in accessing these materials can lead to inconsistencies, misrepresentation, and ultimately, a weakened market presence. 

How to achieve it

Setting up clear guidelines and permissions within a DAM can protect sensitive information while still providing necessary access to trusted allies. Regularly updating the portal with the latest assets and training users on how to navigate and utilize the system can further enhance efficiency and compliance with brand standards. By taking these steps, brands can streamline their operations and empower their partners to represent them accurately and effectively.

Expert Tip

• For advanced organisations, solutions such as Bynder and Frontify help keep brand guidelines and resources in a strong platform, with different hierarchies and types of access. 
• For smaller organizations, structuring cloud storage platforms like Dropbox or Google Drive, following a curation process should be an easy alternative to facilitate brand assets to different stakeholders.

Building a Cigar Brand That Lasts

Building a remarkable cigar brand isn’t just about producing a quality product—it’s about creating a brand that people remember and choose time after time. Whether you’re launching your first line or rebranding an existing one, the strategies in this guide will help you stand out and make a lasting impression in the premium cigar market.

Ready to take your brand to the next level? Let’s partner up to bring your vision to life and set your brand on a path to success. Reach out to us today, and let’s start crafting your legacy.