BRAND EVALUATIONunderstanding of your business, your brand, and your short- and long-term goals. (Who knows, you may even benefit from a few self-epiphanies in process.) This exercise

BRAND EVALUATION

We know your time is valuable, downright precious and golden, really. This process will

ensure that the creative direction we take with your design and marketing is on target and in

line with your goals.

Unlike other briefs (those that are overly short and/or snug), these questions are designed

to let you roam free (reasonably and respectably) so that we can establish a better

understanding of your business, your brand, and your short- and long-term goals.

(Who knows, you may even benefit from a few self-epiphanies in process.)

This exercise is broken into five sections: Your Brewery, Your Brand, The Perception, The

Product, and The Project.

Let the probing interrogation exploration begin . . .

Welcome to your brand evaluation.

INTRODUCTION

GRANDSTAND GLASSWARE + APPAREL 2 eGrandstand.com

Brewery Name

Brewery URL

Supplemental URLS(Microsites, Landing Pages, etc.)

Please describe your brewery - in your own words.

GRANDSTAND GLASSWARE + APPAREL 3

YOUR BREWERY

How did you start, is there symbolism inyour name, when did you start longing

for 5+ hours of sleep a night?

What is your brewery tagline?

e.g., “Good things a’brewing” or “Beer: It helps things not suck” or “Ale’s the stuff to

drink for fellows whom it hurts to think.” Stole that last one, but you get the idea.

Are new beers on the horizon orplans for expansion?

What is your current distribution?

What products fall under your primary brand?

Where do you see your brewery in the next 3 to 5 years?

What sets you apart?

eGrandstand.com

What adjectives would you use to describe your brand?

What are your brand’s strengths?

YOUR BRANDYour beer is better, for sure, but what

makes it so?

In the same manner, what are your brand’s weaknesses?

This would be a brand promise of sorts.

Does your brand have a positioning statement?

ad•jec•tive, a word or phrase naming an attribute, added to or grammatically related to a noun to modify or describe it. Yeah, we

looked it up. We like to be precise.

This is usually a document that sets a consistent look for logo, colors, type – what everyone ignores when they use your logo.

Do you have brand standards in place?

What do your customers say about your brand?

It sounds suspiciously like the last question. That one was about customers; this one, broader community, including those who

haven’t yet yielded to your hops and charms.

How is your brand viewed in the local community?

Are there any direct competitors in the market?


YOUR CUSTOMERHow would you describe the main consumer of your product?

This can be age, gender, edumacation, hipster quotient, or the ability to

dominate a bag toss under duress.

This could be related to retail, food, or beer.

Do you have insight into what your customer’s threshold is on price point?

Are there other markets that you are looking to attract or move into?

New regions, new demographics, etc.

What is the brand loyalty to your product?


Are you currently running Pint Nights, Tap Takeovers, participating in festivals or co-branding initiatives with any local establishments?

THE PRODUCTWhat does your current glassware lineup look like?

“Just’a good ol’ boysNever meanin’ no harm.”

How do you currently merchandise your brand?

Pints, Tees, Hoodies, etc.

How do you promote your product(s) at your location?

What does your current apparel lineup look like?

Social media, local ads, winks and nods, bullhorns set to blaring?

Favored by fashionistas and/oruncles in white loafers?

Do state laws create limitations for promoting or selling certain products?


GRANDSTAND GLASSWARE + APPAREL3840 Greenway CircleLawrence, KS 66046

eGrandstand.comPHONE 800.767.8951

FAX 785.843.37777

Thank you for your time and patience during thisexploration. We hope that you have uncovered some hidden secrets of your own throughout this gentleinquisition.

Trust that your brand is in the right hands with theGrandstand Creative Services team.

We look forward to our journey together.

CONCLUSION

BRAND EVALUATIONunderstanding of your business, your brand, and your short- and long-term goals. (Who knows, you may even benefit from a few self-epiphanies in process.) This exercise

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