Earlier, we defined your brand as your customers’ perception of your company, including your products and your culture. It’s their gut feeling about you that shapes how they positively, negatively, or perhaps worse, don’t regard you.
Your brand is your reputation. It’s an idea that lives inside people’s heads and comes into play when they’re making recommendations to friends, deciding where to go out for the evening, or—at the moment of truth—standing in front of a cooler packed with colorful and charismatic beer packaging all vying for their attention. So while we can’t jump directly into peoples’ heads to directly manipulate their ideas, we can shape your story and the way you tell it so that people will have an easier time figuring out what you stand for and why they should care. We do this by defining your brand essence.
Your brand essence is a distillation of the most compelling idea behind your brewery. It’s your Why and your mission, vision, values and positioning all wrapped up into a concise statement. It is mostly an internal tool used to capture the spirit of your brewery as opposed to a public-facing statement or tagline. Think of it as a way of driving every decision you make from the moment of its definition through the rebranding process. If we can get super-specific and granular on your messaging now, it will make all branding work downstream (the visual, graphic design portion) consistent and clear.
Some of our favorite brand essences we’ve developed include: