Mission - The bedrock of your brand strategy. Your mission defines your brand purpose and clarifies the reason you exist as a company. Your mission is the conceptual north star and backbone of your company and it’s a gnarly, human, raw statement that brings clarity to the decisions you make every single day. We will walk you through a framework to build this mission statement and implement it at scale through your organization.

Vision - The vision statement is what you hope to be, achieve, espouse, celebrate, and accomplish. This statement isn’t immutable, but rather an evolving definition highlighting the last milestone on the horizon and the definition of success for you as a brand. It’s a constant evolution, and it’s aspirational, bold, and forward-looking. We will walk you through a framework to define this vision and implement it at scale through your organization.

Your core values are the fundamental beliefs of our company. This is the “how and why” of what you do at your company. Core values often define culture, communication, and market approach, so it’s important to clearly define them and build them into your company as early as possible.

Your ethos is a statement around the guiding beliefs of a company, but put more simply, this is how your core values directly impact the brand. Usually crafted in a series of powerful, exemplifying statements around culture and practice, defining your ethos will clarify your core values.

This is the brand identity of the beers you produce laid out clearly and concisely in an architecture that allows internal and external stakeholders to understand how all the elements interact.

The nuts and bolts of your brand. Logomarks, color palettes, fonts…visual and emotional pillars for your business that drive recognition and awareness. We will help crystalize these assets, build new ones if needed, and clarify your overall brand architecture so everyone knows when and where to use these assets.

Your brand positioning is how your brand fits into the marketplace, how you differentiate your products and services, and why your audience should care in the first place. Clear, powerful brand positioning will inform your communications, website, packaging… literally everything. It’s a critical process to understand if you’re going to find success in the market.

Your words. Your tone. Your personality. Your brand voice communicates the humanity, authenticity, and gravitas behind your communications, and it sets a strong expectation with your customer on what you stand for in a crowded marketplace. Your brand voice can be whatever you want it to be, but it should be consistent.

The design language is a secondary exercise to the brand identity, and it’s how the branding and visual language at your company is described. This helps inform a lot of external marketing efforts.

Who are you? Where did you come from? How did you get here? What are the details of your company’s history that someone new will need to know? Solidifying these details is more important than you think, as it gets your entire team saying the same thing when someone asks “Tell me about your company”.

Your market approach is the story of your go-to-market strategy. It’s a story about your products, why you make them the way you make them, what informs that process, what your hopes and dreams are for the entire business… it’s a romantic, anecdotal dive into your product positioning, and it adds a lot of context to the whole business. Think of like the journey and the destination in three or four paragraphs.

Aim at nothing and you will hit nothing. Proper goal setting, at all levels, will drive progress and culture forward productively and profitably. We will work with you on setting a goals framework for your team that works.