Building Brand Recognition and Brand Equity

The importance of a streamlined look and message across all marketing channels.

I have the fortune of attending Great American Beer Festival (GABF) in Denver every year with five year old client, Strange Craft Beer Company. Strange reserves a booth and has an opportunity to get five fabulous brews in the hands of craft beer aficionados. To be able to get beers in front of a national audience over three action-packed days is quite amazing.

The big question is…
How can Strange stand out at this very popular festival when there is
brand overload?

The recent 2015 GABF Festival Facts are quite staggering.
750 breweries
3,500 beers poured
60,000 people (includes attendees, brewers, judges, volunteers, journalists)
90,000 sq ft of hall space

That’s a lot of names, logos, labels and viewers!

Marni Myers Creative and Strange Craft Beer Company began collaborating on all GABF branding and marketing efforts six months prior to the event. Since Strange started bottling their beers last fall, they wanted to promote them during the festival by providing a taste of each. That helped us determine what the booth graphics, advertisements, posters, and social media would look like during the big event week.

We boosted Strange’s visibility by printing their beer label characters and mounting them to a custom booth frame. We also enlarged one of the characters to “people size” so attendees could take selfies with “Breakfast Man”. All advertisements and social media posts related to these label characters and the messaging clearly describes the beers.

Everything had a consistent look, feel and message across all print and online channels in order to stand out and get noticed.

A streamlined brand and marketing campaign helps build brand recognition and brand equity. Customers begin to remember who you are, what you do and the promise your products and services bring to the table.

We will continue to develop Strange’s branding efforts to extend their target reach and build brand awareness.

Graphically and Photographically Telling Your Story,

Marni is Chief Creative Officer at Marni Myers Creative, a brand strat­egy and graphic design stu­dio in Denver, Colorado. With over 20 years of design experience with print and interactive programs, Marni partners with resorts hotels, food and beverage and small businesses to help them stand out and get noticed. She also owns Myers Photography, a photography studio that creates custom dig­i­tal images for business materials and to display at resorts, hotels, restaurants and galleries. You can reach Marni at (303) 808-0326 and mm@marnimyers.com.

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