Resources

Craft Beer, Rebranded Video Library

Topics, Chapters and Theory from Craft Beer, Rebranded

This space will house all of our Craft Beer, Rebranded resource videos. We’ll be adding new content throughout 2020, so check back from time to time (or sign up for our newsletter) to keep up with new releases.

 

Episode 1: Rebrand vs Refresh

For the first video in our Craft Beer, Rebranded series, we’re going to be discussing the differences between a brand refresh and a full rebrand. This is a concept that we call “Evolution vs. Revolution.”

Episode 2: Weighing Your Brewery’s Brand Equity

In this video, we’ll be discussing how to conduct a brand audit ahead of your brewery’s rebrand to weigh your brand equity.

Episode 3: The Most Common Reasons Breweries Rebrand

In this Craft Beer, Rebranded video, we’re going to explore the most common reasons that breweries rebrand. In all our travels and work, it’s interesting that a 5 year old brewery often deals with similar pain points as a 25 year old brewery. They’re at different scales, sure, but the core of the problems are the same.

Episode 4: How (& Why) to Frame Your Brewery’s Core Values

In this Craft Beer, Rebranded video, we’ll be discussing how (and why) your brewery needs to frame its core brand values.

Episode 5: How to Position Your Craft Brewery

Here’s how to position your brewery + some practical tips for categorical differentiation.

Episode 6: Using Brand Architecture to Grow Your Brewery

Let’s discuss a few different approaches for brand architecture, including a branded house vs a house of brands, brand extensions and line extensions.

Episode 7: How to Frame Your Brewery’s Brand Essence

Let’s walk through how to frame your brewery’s brand essence and voice.

Episode 8: How to Define Your Brewery’s Audience.

How (and why) to define your brewery’s audience during your rebrand, plus audience segmentation and how to build customer personas.

Episode 9: How to Set Goals for Your Brewery’s Rebrand

Not all goals are created equal. Plus, why we like S.M.A.R.T. goals and what you should be measuring to ensure a successful rebrand.

Episode 10: Organizing Your Internal Project Team

Let’s discuss how to identify key stakeholders, build your executive team and gain consensus amongst all these groups throughout your brewery’s rebrand.

Episode 11: How to Find the Perfect Design Firm

What are the differences between freelancers, small firms and big agencies? And what you should consider when vetting a creative partner for your brewery’s rebrand?

Episode 12: How to Hire a Design Firm for Your Rebrand 

What you should expect through the proposal and contracting phase when hiring a design firm to handle your brewery’s rebrand. Plus, what should your rebrand cost? 

Episode 13: How to be the Greatest Client Ever

Now, let’s discuss your role in the branding process, including the all important skill of giving constructive feedback. 

Episode 14: How to Launch your Brewery’s Rebrand

We did it! Let’s wrap this series up by discussing how to launch your rebrand, including announcing internally and externally, building a teaser campaign and throwing a damn party.