In section 1, you will focus on identifying why you’re rebranding. What are your pain points, and how can we determine what issues need to be resolved through this process? Will you be rebranding or refreshing, and what’s on your wish list?
In section 2, you’ll focus on the different types of project goals you may have, how to prioritize amongst them and visualizing the perfect project. We will determine what you want to accomplish now so we can measure your rebrand’s ROI down the line.
In section 3, you’ll organize your internal team and set a project budget. Then, you’ll determine what type of design partner best suits you, and begin the vetting process to find the perfect fit.
In section 4, you’ll conduct a brand audit, weigh your equity and consider the legal and intellectual property ramifications of this process. You will determine whether brand evolution or revolution is needed to achieve your goals.
In section 5, you’ll be diving into the meat of the brand strategy process. You’ll define your brewery’s positioning, mission, vision and core values, brand architecture and essence.
In section 6, you’re going to sit back and let your design firm work their magic.
In section 7, you’ll figure out when you’ll be able to announce your brewery’s rebrand and how you want to tell the world. You will create a master timeline, watch out for roadblocks and plan a party.
The Craft Beer, Rebranded WORKBOOK is a 60 page companion piece to Craft Beer, Rebranded. It is a place for you to gather your thoughts and research ahead of your rebrand. These prompts, questions and activities will get your team thinking about your brewery’s brand from a 30K foot view down to the ground level.
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Our aim with this book is to give you insight into the rebranding process as well as an idea of what your team can do ahead of, and while working with, an external design firm. These will range from questions, checklists, prompts and various activities aimed at helping you suss out the vital information you need for your rebrand.
