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Mike Kallenberger
Strategies for Inspiring Brands
Some would tell you
big brands sell false
promises while craft
brands sell substance
But successful brands
of any size actually sell
brand personality
Brand Strategies andthe Role of Brand Personality
A brand is much more than a logo, in the
same way that a person is more than a face
A brand is a set of intangibles that live in
hearts and minds
• It’s a set of beliefs, attitudes, and values
• It has a personality that people are drawn to intuitively
• It has a meaningful story to tell
Brand names, logos, labels
Other visual imagery
Website, Facebook, other digital
Events, sponsorships, promotions
Retail displays, signage
The atmosphere in your pub/taproom
Everything you say and do is marketing, because everything
you say and do communicates something about your brand
Brand Positioning/
Communication Strategy
Human Insights
The personality is the most visible manifestation of the
brand
The power of brand personality:
• It compresses everything your brand stands for into one
powerful shorthand
• It’s the context for everything your brand says and does
• Drinkers’ moods are influenced by the brand personality
• It’s the most effective screening device to ensure
consistent communication
The
Brand
Story
The
Drinker’s
Story
The strongest articulation of your personality builds on
insights into your brand story and your drinker’s story
To be clear: this isn’t about focus
groups where you let drinkers
play “marketer for a day”
It’s about understanding how to
turn your brand’s best facets
forward to face your drinkers.
Understanding your brand story
Craft brands have
done a good job of
creating brand
stories intuitively
But it’s important to
recognize the
structure hiding
below the surface.
There are only twelve stories, with twelve protagonists,
in all of storytelling history
A highly
recommended
book
Different stories appeal to people with different motivations
Connect with Others
Community,
Collaboration,
Belonging,
Enjoyment
Fulfill your Potential
Learning,
Growth,
Independence,
Individuation
Leave a Mark
Progress, Risk, Mastery, Achievement
Provide Structure
Stability, Safety, Control, Security
Caregiver –
Nurturing
Ruler –
Authority
Creator –
Creativity
Archetypes that provide structure
Archetypes that help you connect with others
Jester –
Spontaneity
Lover –
Attraction
Everyman –
Dependability
Archetypes that encourage you to leave a mark
Rebel –
Reject convention
Hero –
Determination
Wizard –
Transformation
Archetypes that inspire you to fulfill your potential
Explorer –
Discovery
Innocent –
Renewal
Sage –
Wisdom
Understanding your drinker’s story
Today’s craft brewery founders don’t
suffer at the door of a research
department, waiting for a little slip of
paper to come out from underneath
it, showing them the way forward.
We just act. We act on our gut, and
we trust that gut.
- Tony Magee, founder,
Lagunitas Brewing Company
Your Evangelists
• “Get” your brand intuitively
• Love everything it stands for
• Spread word-of-mouth
Your Base
• Influenced by word-of-mouth
• Grow to love your brand
• Provide most of your volume
Your Occasional Drinkers
• Think your brand is pretty good
But which drinkers should you talk to?
Talk to (and market to)
Some things your drinkers don’t know (or can’t articulate):
• What they want from a brand
• Why your brand appeals to them
• What motivates them to choose
one brand over another
• What your brand should do next
• What if…?
What your drinkers can tell you:
• What their lives are like
• Their aspirations and frustrations
• How drinking fits into their lives
• The feelings they associate with their
very best drinking occasions
Get your drinkers to tell
you stories, about drinking
and about life
But learn to listen
between the lines
No pressure, uncouth, some swearing - I don’t have much of a filter,
but get two or three in me and I just don’t care. Drinking is a
sanctioned way of doing that. It’s supposed to be a release so you
treat it as a release. It means just not caring what other people think
– as an adult you have to have a façade up all the time.
Having a few drinks, you can be your own person, you can relax –
everybody else is relaxing and they’re not really judging you. I don’t
feel any pressure to not be myself.
Reading between the lines:Safety and Security
My greatest moment this summer was sitting on a porch with my
mom and dad. I had the big bottles and I poured four pints. We
hadn’t ever been together that way – and over beer we came
together. It was really cool to have a pint with my dad, to come
together and be close.
You think it’s really easy to stay in touch with people, but, if you don’t
put in the effort they’ll literally vanish before your eyes. The people
you’ve known forever are the ones that know you best and you know
them best. A lot of times with close friends you just pick up where
you left off, just catching up on what you’ve both been up to the last
couple months.
Reading between the lines:Connecting and Belonging
I’m kind of an introvert and I spend my day surrounded by people.
After a long day I just need some ‘me time,’ and I associate that with
drinking. It’s about recovering, recharging. [Without that] my
performance at work would suffer – I’d get tired of dealing with
people.
Accomplishments usually can’t be done without the relationships that
get you there. Whether people just provide a good sounding board,
they do what friends do – they listen to you, they prop you up, they
make you feel better about everything.
Reading between the lines:Mastery and Achievement
You have a couple drinks, you feel like you open up more, the world
opens up more… You generally feel you want to become a broader
person, a more experienced person… You’ve only got one life -- the
more new things you try, the bigger and more exciting the world
seems.
My field is really creative, so you need that kid in you to maintain that
creativity. When you’re an adult all the time you get stuck in one way
of thinking, the way things should be, but when you’re a kid you’re
like “Why do it this way, why not do something else?”
Reading between the lines:Fulfillment and Growth
Putting it all together
Start by compiling a list of all current brand images,
messages, associations, and company cultural values
Which archetype and/or motivation seems to be implicit
in each?
What are the common themes?
Then summarize the stories told by your drinkers
Where does the emotional power lie?
What motivations do these connect to?
Articulate the common themes
The Brand
Story
distilled to
archetypes
The Drinker’s
Story
distilled to
motivations
Current associations:
• Performance, Technology
• Innovation
• Brains over brawn
Suggested Archetype:
• Hero or Wizard
• Creator
• Sage
Current communication:
• Dynamic
• 24/7 mindset
• Turn night into day
• Master your environment
• “No barriers”
Suggested Archetype:
• Hero, Wizard, or Rebel
• Hero
• Wizard
• Hero or Wizard
• Explorer
Company culture:
• Technology-driven
• “Can do” attitude
Suggested Archetype:
• Wizard
• Hero
We paraphrased customers’ most common motivation(s):
Having the best lights on the market is a reflection of my
expertise. You can’t always show your off-roader in action,
but you can show people you know what it takes. When
people look at my lights and go “Wow,” that lets me know
they respect what I know and what I can do.
Recognition (of my capabilities)
Mastery and Achievement
The Hero
But all of this
analysis can feel
constraining
Inspiration lies in
turning it all back
into a story and a
personality
J.W. Speaker Brand Strategy:
Brand Essence: Overcoming the Next Obstacle
Brand personality: The Hero
• A visionary leader
• Loves a challenge
• Optimistic
• Goal-oriented / Has a plan
Core Beliefs and Attitudes:
• Problems are opportunities in disguise
• We are invigorated by showing others the way
• Passivity is the greatest failing
• “Genius is 2% inspiration and 98% perspiration”
