This document provides tips for craft breweries to craft their brand and market themselves. It recommends brewing great beer to build credibility and authenticity. It also suggests sharing your brand story through video to demonstrate passion for beer, social media to communicate with enthusiasts, and events to humanize your brand. The most important aspects are brewing great beer and being authentic in all marketing efforts to create trust with customers.

1. Crafting Your Brand!

2. This makes it difficult
for breweries to
stand out and grow
market share.

3. In order to win people over, you have to reach
them at critical decision points along the
customer journey…Tap…Shelf…Home

4. Crafting Your Brand

5. First and foremost you
have to brew a great beer
It builds credibility, keeps people
coming back, and enthusiasts will
recommend it to their friends.

6. The key to a compelling brand story
is to communicate openly and be
authentic about what you do.

7. Maybe you brew hoppy beers, or sour beers, or just good drinkable beer.
Don’t try to be "all things to all people”. Just be yourself – authenticity
breeds trust and humanizes your brand.

8. Sharing Your Story

9. The available platforms are too
numerous to count, but here are a
few suggestions.
• Video
• Social Media
• Events
(I’ll assume you’ve already tackled the task of tap and label design).

10. Video allows you to demonstrate genuine passion
about your beer. By doing that your videos will help
create trust because people tend to buy from brands
they can relate to.

11. Social Media is a low cost
method for communicating
with beer enthusiasts and
recruiting brand
ambassadors.
Don’t overthink it –
remember, the key is to be
authentic.

12. Events are a unique
opportunity for humanizing
your brand, allowing your
passion for brewing great
beer to shine through.

13. There are many more
marketing options are out
there, but not every option
is right for your brewery.
These are just a few ideas
for you to experiment with.

14. So let’s recap. The two
most important things in a
marketing plan for a craft
brewery are
1) brew great beer
2) be authentic

15. Everything else you do, from
your tap handle and label
design, to the marketing
channels you use,
should reflect these two
things. If you do it right, you’ll
create a great experience for
your customers and they'll
respond in kind.

16. To read the full blog visit:
Crafting You Brand
You can reach me at:
jclements@crosswindpr.com