Ideas + Insights
Using strategic branding to transform a company in a competitive market
For nearly two decades, a pioneering brewery has been at the heart of Brisbane’s craft beer scene. Despite a strong legacy, the brand faced a challenge: how to reinforce its identity while adapting to an increasingly competitive market. As new brewpubs emerged, it became essential to retain its position as the true pioneer while preparing for the next phase of business growth.
That’s when Small and Mighty Group stepped in.
The branding challenge
The goal wasn’t to reinvent the brand but to refine and tell its story, create visibility, and impact. Over time, many customers hadn’t realised that the company’s two well-known venues were connected. This disjointed brand presence created confusion and diluted the brewery’s impact.
Additionally, with plans to expand into retail canning, a refreshed identity was needed to seamlessly transition the brand from hospitality venues to retail shelves, ensuring a consistent and compelling presence across all customer touchpoints.
The solution: A strategic rebranding approach
Led by Tara James, Founder and CEO of Small and Mighty, the rebranding project focused on three key objectives:
- Clarify and unify the brand identity across all customer interactions.
- Strengthen brand recognition by reinforcing the brewery’s legacy as an industry leader.
- Develop a strategic framework that would support future expansion, including new product lines.
Crafting a Brand Story that resonates
A compelling brand narrative was essential in repositioning the brewery in the minds of consumers. Small and Mighty crafted a brand story that truly captured what it meant to be a part of Brisbane’s culture:
There are a handful of things that simply sum up ‘Brisbane’.
The opening chords of My Happiness by Powderfinger strumming softly at a backyard BBQ.
Watching a pink sunset from the front of a classic Queenslander deck.
Taking a stroll along the river in the late afternoon.
A strawberry sundae at the Ekka.
Ducking over to Straddie or Moreton for the weekend, camping and 4WDing.
A full house at Suncorp Stadium on Game 3 of State of Origin…
And an ice-cold [craft] beer.
This approach connected the brewery to Brisbane’s local culture and identity, making it more relatable, memorable, and emotionally engaging for customers.
Establishing a cohesive brand identity
To align the brand’s visual and verbal identity across all platforms, Small and Mighty developed a comprehensive branding framework, including:
- Brand Strategy – Defining key messaging, brand values, and market positioning.
- Execution Plan – A roadmap for implementing the rebrand across all marketing channels.
- Visual Brand Guide – Ensuring consistency in logos, typography, colours, and design across all sales and marketing channels.
Enhancing digital and physical presence
A successful rebrand isn’t just about storytelling—it also requires seamless execution across digital and physical touchpoints. Small and Mighty implemented:
- Website overhaul – A new, unified website with a refined content strategy, SEO optimisation, and an intuitive user experience to strengthen brand engagement.
- Venue branding and signage – Redesigned internal and external signage to create a consistent, recognisable brand presence across both venues.
- Social media strategy – A channel review and content refresh, focused on storytelling, community engagement, and hyperlocal branding.
- Advertising and promotions – Rebranding of the venues and new in-venue advertising to reinforce brand awareness.
The Outcome: A stronger, more recognisable brand
The impact of the branding transformation was immediate. The launch of the new retail canning line was supported by a cohesive brand identity that extended across all marketing and sales channels.
As a result:
- Customer awareness increased, strengthening brand recognition.
- Engagement grew across digital platforms, reinforcing community connection.
- The brewery cemented its reputation as a leader in Brisbane’s craft beer scene.
Client Testimonial:
“Along with being highly intelligent and incredibly committed to our project, Tara quickly became a valued part of our team and offered us a great deal of guidance and insight. I highly recommend Tara/Small and Mighty for businesses looking to develop their brand; we will certainly work with her again in the future.”
Branding That Supports Business Growth
A strong brand isn’t just about aesthetics—it’s about building a foundation for future growth. By crafting a clear identity, ensuring consistency, and leveraging storytelling, Small and Mighty positioned this Queensland-based brewery for success in both hospitality and retail expansion.
At Small and Mighty Group, we help businesses refine and elevate their brands to ensure they stand out in their industry. Whether it’s a rebrand, market repositioning, or expansion strategy, we deliver solutions that drive real impact.
Is your brand ready for its next evolution? Let’s talk.
