This document outlines tips for effectively communicating a brand story. It discusses finding a brand's true soul, crafting the story and message, and ensuring the brand focuses on one key thing. It provides case studies of craft breweries that successfully defined their brand story. It concludes with lessons learned, such as building deep relationships, getting involved in the creative process, and enjoying the brand building journey.

1. HOW TO EFFECTIVELY
COMMUNICATE YOUR BRAND
STORY
AUTHENTICITY ABOVE ALL ELSE
Christian McMahan
Managing Partner, Smartfish Group
@cmcmahan_

2. OPENING THOUGHTS
HOW TO CRAFT YOUR STORY EFFECTIVELY
FINDING YOUR TRUE SOUL
ENSURING THAT ONE THING IS RIGHT
OPEN TO QUESTIONS
WHAT I KNOW NOW, I WISH I KNEW THEN

3. OPENING THOUGHTS
Marketing the 3-Legged Stool
The Road to Cooperstown
Today’s 5 P’s- SO LO MO CO
The New Reality – 78% vs 14%
Think with Discipline, Act with Courage

4. OPENING THOUGHTS
FINDING YOUR TRUE SOUL
CRAFTING YOUR STORY & MESSAGE
ENSURING THAT ONE THING IS RIGHT
OPEN TO QUESTIONS
WHAT I KNOW NOW, I WISH I KNEW THEN

5. FINDING YOUR TRUE SOUL

6. FINDING YOUR TRUE SOUL

7. FINDING YOUR TRUE SOUL

8. FINDING YOUR TRUE SOUL

9. FINDING YOUR TRUE SOUL

10. FINDING YOUR TRUE SOUL

11. WHAT I KNOW NOW, I WISH I KNEW THEN
OPEN TO QUESTIONS
OPENING THOUGHTS
FINDING YOUR TRUE SOUL
ENSURING THAT ONE THING IS RIGHT
CRAFTING YOUR STORY AND MESSAGE

12. CRAFTING YOUR STORY – DOS EQUIS

13. CRAFTING YOUR STORY & MESSAGE

14. THE LEGEND CREATIVE

15. THE LEGEND CREATIVE

16. THE WISDOM CREATIVE

17. THE WISDOM CREATIVE

18. THE WISDOM CREATIVE

19. CRAFTING YOUR STORY – DOS EQUIS

20. CRAFTING YOUR STORY – DOS EQUIS

21. #1 Fastest Growing Import in US Over Last 4 Years
1st Beer Brand to Reach 1 Million Fans on Facebook
Cannes, One Show, and Effie Winner
Significant PR and Buzz 8 Years Later

22. ENSURING THAT ONE THING IS RIGHT
OPEN TO QUESTIONS
OPENING THOUGHTS
FINDING YOUR TRUE SOUL
CRAFTING YOUR STORY & MESSAGE
WHAT I KNOW NOW, I WISH I KNEW THEN

23. CASE STUDY ONE – WORMTOWN

24. CASE STUDY ONE – WORMTOWN

25. CASE STUDY ONE – WORMTOWN

26. CASE STUDY ONE – WORMTOWN

27. CASE STUDY ONE – WORMTOWN

28. CASE STUDY ONE – WORMTOWN

29. CASE STUDY ONE – WORMTOWN

30. CASE STUDY TWO – OTTER CREEK

31. CASE STUDY TWO – OTTER CREEK

32. CASE STUDY TWO – OTTER CREEK

33. CASE STUDY TWO – OTTER CREEK

34. CASE STUDY TWO – OTTER CREEK

35. CASE STUDY TWO – OTTER CREEK

36. WHAT I KNOW NOW, I WISH I KNEW THEN
OPEN TO QUESTIONS
OPENING THOUGHTS
FINDING YOUR TRUE SOUL
CRAFTING YOUR STORY AND MESSAGE
ENSURING THAT ONE THING IS RIGHT

37. Build Deep Meaningful Relationships
(Share of Mind/Share of Heart)
Get Involved In Creative Process
WHAT I KNOW NOW, I WISH I KNEW THEN

38. Build Deep Meaningful Relationships
(Share of Mind/Share of Heart)
Get Involved In Creative Process
The Name on the Door Means NOTHING
Enjoy The Ride!
WHAT I KNOW NOW, I WISH I KNEW THEN

39. OPEN TO QUESTIONS
OPENING THOUGHTS
FINDING YOUR TRUE SOUL
CRAFTING YOUR STORY & MESSAGE
ENSURING THAT ONE THING IS RIGHT
WHAT I KNOW NOW, I WISH I KNEW THEN