Brand Outline

Here's what we talked about in class. If you see that I left out something important feel free add it to the comments for this post.

Strategy and process for branding
We are marketing to middle-class Coloradans who appreciate or participate in any of Colorado's outdoor activities. We will provide useful packaging and swag by integrating survival tips and gear as they relate to typical Colorado outdoor activities. Such things could include tips/jokes under the bottle caps, labels that peel off to be used as fire starting material, Mylar-lined boxes the could double as emergency blankets, brand hats with built in fishing kits, and anything else that could be useful or appealing to the outdoor adventurist.

Specialty attributes
It seems that the utility and information aspect is strong enough to focus on, that some things like the medicinal approach aren't really necessary (any thoughts?).
Healing beer/medicinal beer (maybe drop this?)
Organic (maybe drop this?)
Locally run
Useful tips and gear (bottle, package, swage, label...)
Funny

Position
Our unique position is that we will be the only beer to offer great tasting local craft beer to Colorado outdoorsmen/women who have use for or appreciate survival gear, tips, jokes...

Competition and their attributes
All of Colorado's microbrewers are potentially cutting into this market but specifically New Belgium and Breckenridge breweries target an outdoorsy demographic. These breweries are well established, have quality beers and an outdoor appeal that has already proved successful.

Specialty Statement
We are the one and only microbrewer to offer great tasting beer that appeals to the prepared Colorado outdoorsman/women who enjoy or associate with typical Colorado activities and would find use in our innovative survival kit-style packaging and swag.

DSI
Our great tasting craft beer will be sold with funny, and satirical, but utilitarian packaging. We will target a local Colorado audience by appealing to the middle-class, fun-loving, outdoor sports goers.

Personality
Our company could be best personified by an average Coloradan dude who lives in the city, plays in the mountains, and likes to think he knows a little more about typical colorado outdoor activities than reality would suggest. Brave but arrogant, likable but ditzy he finds himself in and out of dangerous situations faster than you can say "Colorado's top outdoor brews".
(That's kind what I was imagining from what we discussed. Feel free to add to this)