Sometimes you gotta punch a consumer right in the smacker. A bold beer can do that. In fact, you almost need a bold, palette-wrecking beer to stand out from the 5,200-plus breweries in operation these days. But first, you’ve got to get that beer into the consumer’s hand. Basically, your beer needs to shoot off the shelf with the same intensity you’ve concocted in its taste.
Achieving that pop at the point of purchase will greatly depend on your branding efforts, and today’s benchmark for branding and marketing have taken on whole dimensions of art and storytelling. In today’s competitive, uber-judgmental craft beer market, your brand will not only need to be unique and interesting but also communicate your core values as a business. That’s what small-business-supporting consumers demand (values, backstory, great art). There are many reasons you actually wanted to run your own business, brew your unique beer and create the sort of experience you’re envisioning, but an important step in selling that process and product is to clearly define your brand values.
Your brand values are a set of emotional and qualitative rules that set the stage for your entire business ecosystem. Why do you exist? Who makes up your tribe? What do you stand for? It’s important to define these because they directly influence your brand essence, positioning, storytelling and broad strategic decisions. They inspire your internal team, attract the best talent and get customers excited to support you (we all want to support companies we believe in).
To help you navigate the increasingly complex art of branding, Arthur and Craft Brewing Business are hosting a webinar on March 30 titled, “A crash course in craft beer branding.” This webinar is aimed at helping you express the heart of your brand to consumers and thus define your values and create that purchase pop we discussed earlier. Why do you brew the beer you brew, and why does this matter to the people you want to drink it?
Arthur will cover positioning your brewery, developing your core values, finding your brand essence and framing your origin story. Then, he’ll get all hands on by discussing your brewery name, logo and website. PLUS, IT’S ALL FREE. Whoa. Sorry about the bold caps there; we got excited.
To give you a flavor of CODO Design’s resume, here are five excellent articles they wrote on branding and marketing for CBB.