Once gathered, we’ve found that interpreting this stuff is largely a common sense endeavor. Have you used the same logo (or some variation thereof) for several years? Does your logo adorn tin tackers and neon signs throughout your market? If so, you might consider retaining some element of it through the rebrand. Is your IPA the best-selling craft beer in your state? Then you might consider keeping the same packaging color or other key signifiers through the update.
To help our clients feel more confident in their brand equity decisions, we take them through a “Recall Exercise.” This works particularly well when we have access to customers. And best of all, it’s cheap and easy. We’ll tackle this in the workbook, but here’s a brief rundown.
Print out several blank cans or bottles and spread them around your taproom along with markers. Challenge your patrons to draw your logo and packaging from memory (honor system). If you’re brave enough, this can also be done at beer festivals, though you’re likely to net much worse, sloppy results. We’ve found that the most basic elements people draw (colors, logo elements, typography placement on packaging, etc.) are often the key pieces you should consider retaining through a rebrand because they’re the things people look for when buying your beer.