For 20 years, I’ve had a passionate second job: winery owner.

Along the way, making, branding and selling wine has taught me almost as much about building a breakthrough brand as my career in marketing—occasionally the hard way, but at least with better wine.

Here are four lessons I think financial brands can steal.

1. Distinctive brand building requires obsession.
Great wine isn’t created by being good at 20 things. It comes from total focus on what you want to be known for - and sweating the details relentlessly. Financial brands are no different. Distinctiveness requires choices. Figure out what you can be exceptional at, invest disproportionately in it, and stop trying to be everything to everyone.

2. Raving fans are pure gold.
Our most valuable wine customers aren’t necessarily the people who buy the most. They’re the people who bring friends, tell stories online, and advocate for us when we’re not in the room. Financial institutions spend enormous energy acquiring the next customer, while sometimes underinvesting in turning existing ones into committed believers. Loyalty isn’t soft. It’s a growth strategy.

3. Immersive experiences change everything.
You can describe a wine beautifully but tasting it at the winery and hearing stories about its origin creates something advertising can’t: memories and emotions. Banks and credit unions need their own version of the tasting room. Rich digital onboarding, stellar branch experiences, helpful advice, community events—even resolving a problem—are opportunities to make your brand felt, not simply seen.

4. Craftsmanship is a team sport.
A memorable wine reflects hundreds of small decisions made by people who care about the outcome - from the vineyard to the label to the first taste. So does a great financial brand. Purpose establishes the inspiration. Culture and Values turn it into behavior. And committed people led by clear Brand Actions deliver great experiences consistently.

After 20 different vintages, my biggest life lesson: you don’t manufacture a great brand. You cultivate one.