Hopefully, you’ve already identified (and hired) the design firm you want to work with through this process. If not, revisit Section 3 and take care of that.
We keep stressing this because your brand strategy is every bit as important as your brand identity and packaging and vice versa. Even the most sound brand strategy and messaging ever developed won’t help you sell more beer if your branding and packaging look terrible. And if you have beautiful branding but no deeper messaging or story to back it up, people won’t connect with you as profoundly as they otherwise could.
Please, work with the professionals on this.