It’s around 1992, and a long-haired dude in his early 20s is sitting with his friend at Taco Loco, a popular Mexican eatery on J Street in Sacramento. They’re eyeballing the customers, waiting to pounce.

Sacramento Beer Week, entering its 10th year, is one of the longest running regional craft beer celebrations in the country. As this year’s event prepares to kick off April 26, the statewide craft beer scene is stronger than ever. California is now home to more than 980 breweries, compared to fewer than 300 in 2012, according to statistics released by the California Craft Beer Association.

Many of us can easily identify the corporate brands of companies we’re familiar with even if we aren’t loyal consumers of their products. The fruit-shaped Apple and swoosh Nike logos are so well-recognized they’ve become iconic. Businesses know the importance of establishing a clear brand identity to set themselves apart in the marketplace.

Your brand is an extension of your corporate culture

In 2016, during the early days of Birdies Slippers, the two-person company based in San Francisco worked with a small public-relations firm to identify their ideal brand ambassador for what they hoped would become the go-to slippers for women seeking comfort and fashion. Their selection: Meghan Markle.

Creative networking groups like The Blog Bloc are helping creative entrepreneurs turn their crafts into business. Good Inc., also based in Sacramento, gives photographers and models opportunities to collaborate, workshop and learn.

A promotional effort created by the City and supported by the Rancho Cordova Chamber of Commerce, the Barrel District is an attempt to unite these craft beverage manufacturers and brand Rancho Cordova as a distinct destination for beer and spirits.

Businesses that truly seek to give back don’t rely on ad campaigns to effect change. 

Sometimes even beloved traditions get an update, like the Sacramento Ballet’s annual holiday production of “The Nutcracker,” which offers a new take on the classic story this year.

Even for a brewery based on embracing history, six years old is a little young to be over the hill.