5 things craft brewers must do to succeed

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5 Steps Every Craft Brewer Must Take To

Succeed

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1. Define Your BrandIt’s more than your name and logo. It is a clear definition of who your brewery is and why anyone should care about it. It requires digging deep and being totally

honest with yourself so you can be with your customers.

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2. Define 3-5 Brand Messages

More deep digging is needed here. What is unique to you or what can you claim and own as unique to you. Your brand messages must be honest, easy to

communicate and help differentiate you from the other dozen or so craft breweries opening this week.

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3. Define Your Target Audience

Yes indeed, more hard work. Avoid defining your audience by age, income and other demographics. Define them as a person. What do they read, watch, play in sports, do in their spare time, for work, family, etc. Understand them and put

it in writing so everyone at your brewery may also.

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4. Develop Packaging That Communicates Your Brand & Connects To Your

AudienceToo many beer labels are convoluted expressionist art or overly simplified with no clear brand identity for consumers to connect with. Be sure your packaging choices reflect your brand properly, have your core message(s) and give the

audience a reason to pick it up and engage with your brand.

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5. Develop Marketing Programs That Reflect

Your BrandBe sure you choose to participate in beer events where you target audience will

be. Communicate your brand through appropriate imagery and messaging in social media. Be your t-shirts, hats, coasters, everything is brand appropriate in

message, design and tone.

We Can Help

www.fermentmarketing.com

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