Every time a consumer comes into contact with Strange Range Brewing Co. an impression of our brand is formed. These touchpoints include things like seeing a Strange Range beer on a liquor store shelf, noticing someone wearing a Strange Range t-shirt, watching a commercial on television, visiting the brewery, or having an online interaction through the website, facebook, myspace or twitter page.
It needs to be taken into account that some touchpoints are more important than others. For a beer company, the most important ones would involve the interaction with the actual bottle, how it looks and what makes it stand out amongst the competition. Word of mouth is also important. Our brand needs to be something that people want to talk about. Our humor factor is one of our strongest points and this will help us get the attention of consumers.
The following are some of our more important touchpoints:
- Packaging.
Creating a unique product is important. We want our beers to feel like they belong as a Colorado microbrewery beer, but we also want them to stand out as being the best Colorado microbrewery beer. Using our rough, torn, handmade style we are able to stand out from the competition while reinforcing our outdoors adventurer personality.
One of our biggest appeals is our inclusion of humorous survival tips on the back of each bottle. Consumers will be drawn to these satirical tips and will want to investigate further into the brand in the hopes of seeing more.
- Television Advertising.
Our brand's humor is carried on through our motion pieces. Our television commercials and website videos will catch our consumer's attention through our satirically humorous approach to the average Coloradoan outdoors person. Word of mouth comes into play here and our brand will gain recognition as consumers tell their friends and family about the "funny Strange Range commercial they saw last night."
- Events.
By hosting various events such as festivals and beer tastings, we are inviting the public in to experience Strange Range Brewing Co. first hand. This is an important touchpoint because what the consumer sees and experiences here will leave a lasting impression of the brand. Strange Range events are designed to carry the same aesthetic as the rest of the brand, featuring rough torn up coasters and spray painted logos on banners. The events are another chance to show the humor of the brand. Giving away free things like humorous survival guides and funny but useless outdoors items will give our consumers something to tell their friends about and will leave a positive image of the brand.
- Online Interactions.
With Strange Range's website it is important to provide our consumers with the information they are looking for while keeping our rough survival guide aesthetic throughout. The site visitor should be able to recognize that the website is for Strange Range and should be able to find information about the beers, events, locations, etc. By providing visitors with an enjoyable experience, their impression of the brand will be positively affected.
- Swag.
Good brands are able to create a sense of community through their products. By providing consumers with buttons, stickers, t-shirts and coasters we are enabling them to become part of the Strange Range family. They will take pride in associating themselves with Strange Range and will affect those around them by representing the brand in this way.
