You’ve opened a brewpub. You made a solid plan, honed your microbrews and menu and developed a loyal customer base. Maybe you’ve even expanded into new markets. But then comes the day you notice that the “buzz” surrounding your brand has passed.
You’ve built a successful brand and you don’t want anything to change that. We get it, but it sounds like it's time for a refresh. In fact, Granite City Food & Brewery, a polished casual American restaurant and microbrewer with 30 locations in 13 states, recently faced the same challenges. Here are 3 things they considered to keep their brand as fresh as their beer.
Granite City sought the expertise of a design firm. After all, they’re experts in brewing beer and creating all-American fare, not design. Working with designers doesn’t mean you have to leave the interpretation of your brewery's identity up to them. No one knows your brand better than you. Stick to that, and you’ll avoid a number of headaches in the rebranding process.
It starts with a simple, consistent brand message that’s integrated into every consumer touch point. Granite City recognized this and refreshed their brand and brewpubs to better reflect their marketplace position. Refreshing their brewery and product identities, along with their glass and barware, merchandise and sponsored events completed their initiative: thinking big, and thinking long term.
Here’s something to keep in mind, especially you craft brewers with a “DIY” mindset: you may be a great brewer, but a designer? Maybe not. Let the creative process work its course. In the end, you’ll be presented with ideas and design solutions you wouldn’t have considered–so dead on, in fact, they’ll feel as though it’s what you were thinking all along.
That’s the a-ha moment you’re looking for.
Refreshing your brand is nothing to fear, but finding the right design partner makes all the difference. Interested in getting started? Give Boelter a call.