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Episode Summary

Cody and Isaac sit down to discuss Brand Essences—what they are and what role it plays in the branding process.

Episode Notes

Points of discussion:

1. What is a Brand Essence? (+ real project examples)

2. Why does this matter?

3. Should (or can) a Brand Essence be public facing?

4. What is Brand Personality?

5. “If your brewery were a person, what sort of personality traits would it have?”

6. What is Brand Voice?

7. Spectrum Exercise as a process tool.

Learn more at www.craftbeerrebranded.com

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Episode Summary

Cody and Isaac sit down to discuss the various people and stakeholders groups you’ll need to organize ahead of your rebrand. They also touch on some important process nuances like gaining consensus amongst large groups and emotional intelligence tactics for wrangling all the different personalities you’re sure to run into throughout this work.

Episode Notes

Points of discussion:

1. Who comprises the Executive Team throughout a branding project.

2. How many people should actually be involved in decision making throughout this process?

3. How do we organize and prioritize other stakeholder groups beyond the Executive Team?

4. How (if at all) do we bring customers into this process?

5. Why CODO prefers one-on-one intimate conversations over beer to the dreaded large group “discovery” session.

6. What’s the magic numbers in terms of interviews? Where do we start to see diminishing returns?

7. Some emotional intelligence tactics for engaging with folks who *need* to be involved, but that might not be on the same page as the rest of your team.

8. Always assume the person you’re talking to knows something you don’t. (Important life lesson as well)

9. How can we avoid the dreaded “Swoop?”

Learn more at www.craftbeerrebranded.com

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Episode Summary

Episode Notes

Points of discussion:

  1. Isaac is leaving CODO to open a brewery?
  2. What is positioning (3 Core Questions) and why does this matter?
  3. How to use a matrix to get a quick eagle eye view of your competitive landscape.
  4. Categorical Differentiation as a positioning strategy.
  5. What is the “Positioning Trap?”
  6. Can a specific a theme or differentiator be too limiting on a day-to-day brand building basis?
  7. How to write your brand positioning statement.
  8. Okay, Isaac is not starting a brewery after all.

Learn more at www.craftbeerrebranded.com

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

Episode Summary

Cody and Isaac sit down to discuss the various types of brand values a brewery can have (Core, Pay-to-play and Aspirational), why they’re all important and how to frame them.

Episode Notes

Points of discussion:

  1. What are core brand values?
  2. Why frame your values?
  3. Are brand values public-facing or an internal tool and rallying cry for your team?
  4. Quick run down of the most common values we hear over and over again, from breweries all over the world.
  5. ‘The Advantage’ book by Patrick Lencioni *quick note: Isaac’s an idiot. The author of ‘The Advantage’ is PATRICK Lencioni. Not Paul. Isaac said Paul Lencioni with such confidence at least 6 times during this episode. Great job, Isaac!
  6. Core values vs. Aspirational values vs. Permission-to-play values.
  7. Two methods we use for framing core brand values.

Learn more at www.craftbeerrebranded.com

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

Episode Summary

Cody and Isaac sit down to discuss the subtle differences between a brand refresh and a craft brewery rebrand. Plus, how to make sure you’re making the right decision in the first place.

Episode Notes

Points of discussion:

  1. Differences between a refresh and a full rebrand.
  2. Where does a package refresh fall into this?
  3. Why is this all so confusing?
  4. What is brand equity?
  5. What is a brand audit?
  6. How do you interpret all of this research?
  7. Can you rebrand and keep the same logo?

Learn more at www.craftbeerrebranded.com

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

Episode Summary

Cody and Isaac sit down to discuss when (and when not) to rebrand a brewery.

Episode Notes

Points of discussion

  1. Overall look is dated and inconsistent (And no longer reflects your core values and current version of your business)
  2. You’re making major changes within your company. You are repositioning and/or specifically making major changes to your portfolio with new extensions, sub brands and other brand architecture restructuring
  3. You don’t know how to tell your story.
  4. You always feel like you’re reinventing the wheel. (For you in house designers and marketing directors out there)
  5. Some tactical project—e.g. new website, format change—reveals larger messaging issues that need to be resolved.
  6. You’re self conscious of your branding.
  7. When not to rebrand: If there are deep, intrinsic problems with your business itself that have not been fixed, then a rebrand is a waste of money.

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

Learn more at www.craftbeerrebranded.com

Episode Summary

Fielding community submitted questions on CODO’s 2021 Craft Beer Branding Trends article.

Episode Notes

CODO Design cofounder, Isaac Arthur, fields community submitted questions about our 2021 Craft Beer Branding Trends article.

  1. What’s your favorite packaging trend this year?
  2. Do brewpubs really need to package their beer? There were several mentions to this effect and I’m not sure I agree with you. Won’t this need fade once we’re beyond COVID?
  3. Can you expand on the packaging lifespan thought from the packaging refresh trend? Isn’t the goal to have your packaging become iconic so people can pick it off a shelf anywhere they go?  If you’re updating it every couple years, how will people know what to look for on shelf?
  4. We’re currently a brewery in planning. We’re considering a 12-pack out of the gate (with painted cans) and wanted to see what you thought about this plan?
  5. It seems like an “endorsed brand” is the best way to launch a new hard seltzer. Is this approach what you suggest to the majority of your clients or should we consider any other avenues?
  6. You mentioned that package design might not need to look like a rigid system if it’s not going to be distributed and end up on shelf. I’m a designer myself and was surprised to hear this. Can you explain what benefits there would be for a brewery’s packaging to not be consistent?
  7. I agree that the sub brand family approach is working well for older breweries. Do you think a younger brewery could employ this approach or is time in the market what makes it work in the first place?

Read the 2021 Craft Beer Branding Trends article.

Buy the Craft Beer, Rebranded  book.

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com