006 – Your Business Plan: Understanding Your Market & Creating Your Brand Identity

This session is an excellent Branding 101, including finding those differentiating elements, how to avoid the hop cones and barley in your logo (unless you grow them), and understanding how this translates to your brand family development on the shelf at retail. Indeed, looking from the retail shelf backward, the group discusses being intentional with your decisions at this stage as your foundation for growth later.

Guests:

Emily Hutto, Founder/CEO of RadCraft: Emily Hutto is an experienced journalist, marketing professional, and public speaker who specializes in the craft beverage supply chain. After years of freelance writing and authoring the book Colorado’s Top Brewers, she founded RadCraft in 2012 to serve the communications needs of maltsters, hop farmers, brewers, and distillers.

Misty Gordon, Founder/Owner of Misty Gordon Creative: Misty Gordon is a Multimedia Graphic Artist and Creative Director specializing in creating strong, visually stimulating design and providing cohesive marketing collateral across multiple platforms. After years of working in the advertising industry in various markets, Misty opened Misty Gordon Creative in 2010 to address the needs of the craft beer industry.

Julie Rhodes, Owner/Educator, Not Your Hobby Marketing: With over two decades of experience on the business side of the craft beverage industry, Julie Rhodes founded Not Your Hobby Marketing Solutions in 2019 to assist small to medium sized beverage producers with their sales, marketing and distribution plans. She’s an educator, strategic business consultant, journalist, and advocate who enjoys analyzing market data just as much as skiing and sci-fi movies.

About StartABrewery

StartABrewery is a collaboration amongst a fun group of craft beer industry veterans who are often invited to speak at beer business / brewing education programs. Each has offered to share their knowledge and experience to support the craft beer community as a whole by helping fledgling breweries in planning.

Conceived and coordinated by Candace L. Moon, The Craft Beer Attorney, and Laura Lodge of Customized Craft Beer Programs, StartABrewery is provided as an educational resource for those dreaming of opening a brewery, those who are taking steps to make their dream a reality, and those who are opening their brewery doors and living it.

The following music was used for this media project:
Music: Positive Fat Bass Intro Loop by WinnieTheMoog
Free download: https://filmmusic.io/song/6093-positive-fat-bass-intro-loop
License (CC BY 4.0): https://filmmusic.io/standard-license