Are you completely reshaping your brewery’s culture and positioning? Are we throwing your logo out with the bathwater and creating wholesale visual change across the board? Or, are we building on decades of work and hard earned goodwill to make subtle updates in a natural progression? Would it be a misstep to jettison the visual signifiers and concepts behind the company as it stands? Or, does it make more sense to build upon, hone and enhance what already exists?
Evolution vs. Revolution
The most common concern we hear heading into brewery rebranding projects is the potential for confusing customers and losing business. “If we change our logo or packaging (let alone, our name), how will people know what to look for on shelf?” This is a valid concern, and one that we frame as “Evolution vs. Revolution.”
Brand Equity: What stays, what goes
Brand Equity is the total amount of goodwill your brand has with its customers. On the big corporate side of the house (think Big Beer and global consumer brands), you’re measuring things like:
- total consumer mindshare (how many people, out of a group, are aware of your brand’s existence)
- how likely those same customers are to pick your brand over a similarly positioned offering
- your financial standing (your total market share, ability to command higher prices, and the potential for lifetime growth)
When rebranding a craft brewery, we’re more concerned with defining your visual and reputational brand equity—the lore and visual cues that if lost through the new design work, would confuse customers and lead to lost sales.
We define this equity by kicking off with a thorough brand audit.