When you’re opening a brewery, you need to understand, very succinctly, how you’re different from every other brewery in your town. Or even your region, depending on your concept and long-term goals. While you can get really technical with this (with market and trend analyses, etc.), we’re approaching it from a branding perspective. We like to nail down three main points to define your positioning:
What do you do?
What type of beer do you brew?
What’s your concept?
Who do you do it for?
Who do you want drinking your beer?
Who don’t you want drinking your beer?
Who makes up your tribe?
Why do they need your company?