3. What do you want the perception of your brand to be?
According to Amazon founder and CEO Jeff Bezos, your brand can be defined as “what other people say about you when you’re not in the room.” But before you go filling your establishment with recording devices, consider instead the way you might describe a favorite brewery to your family and friends. What makes it stand out, in your opinion, compared to other breweries and bars? For example, Reformation Brewery’s website features a video titled “gather, serve, love” that perfectly defines my experiences there. With an open, relaxing social atmosphere and personable staff, its three locations embody a wonderful sense of community that accentuates these ideals.
When all of these ingredients come together, they can create a unique and memorable brand identity. Take, for instance, New Belgium Brewing Company and their classic bicycle logo. The idea for the company was born during a bike trip through Belgium, and New Belgium employees receive their own custom bike after one year of employment! In addition, they are also 100% employee-owned and promote a distinct eco-friendly focus within their core values. It all makes for a perfect fit.