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1. Define Your Brand
It’s more than your name and logo. It is a clear definition of who your brewery is
and why anyone should care about it. It requires digging deep and being totally
honest with yourself so you can be with your customers.
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2. Define 3-5 Brand
Messages
More deep digging is needed here. What is unique to you or what can you
claim and own as unique to you. Your brand messages must be honest, easy to
communicate and help differentiate you from the other dozen or so craft
breweries opening this week.
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3. Define Your Target
Audience
Yes indeed, more hard work. Avoid defining your audience by age, income and
other demographics. Define them as a person. What do they read, watch, play
in sports, do in their spare time, for work, family, etc. Understand them and put
it in writing so everyone at your brewery may also.
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4. Develop Packaging That
Communicates Your Brand &
Connects To Your Audience
Too many beer labels are convoluted expressionist art or overly simplified with
no clear brand identity for consumers to connect with. Be sure your packaging
choices reflect your brand properly, have your core message(s) and give the
audience a reason to pick it up and engage with your brand.
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5. Develop Marketing
Programs That Reflect Your
Brand
Be sure you choose to participate in beer events where you target audience will
be. Communicate your brand through appropriate imagery and messaging in
social media. Be your t-shirts, hats, coasters, everything is brand appropriate in
message, design and tone.