A few pieces of advice:
1) Develop a concept for your brand, know your brand, live your brand, be your brand. Branding > Beer
2) Microbrew is considered to be hoppier and more flavourful than marcobrews. While true, don't go too far in the hoppy or flavour direction. Remember it's still beer that you need to sell to the public at large. Don't be afraid to experiment with hoppy/malty/fruity/sour beers, but have your flagship beer first.
3) Start with 2 brews, and slowly work up to 4 then seasonal. IPA & Light to start; followed by either a dark and red (or red and dark).
4) Brewery Logo. Keep it simple but eye catching. If it wouldn't make for a good sports team logo it's too busy. You want something a 6 year old can draw. Watch this video:
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5) Beer Logo. This is where you can be artsy, but still need to stick with your brand. You want to be able to see the beer and logo and instantly associate it with you.
6) Merchandise. Have good quality merchandise that people like. If they like your beer they'll want your hoodies/shirts/etc. I love my Picaroon's and PEI Brewing Co hoodies, but wear my Breton Brewing Co hoodie all the time, my go to hat is my Breton Brewing Co hat, and my lazy t-shirt is my Breton Brewing Co Black Angus t-shirt.
If you want to look at a mirco-brewery that I think has absolutely nailed marketing check out:
http://bretonbrewing.ca/
7) Have a reason why people are going to come in and socialize. Have trivia night, music nights, or something consistent to have people stopping by.
8) Never forget quality, and service. Train your employees to know the beers and be happy to talk about them. Have stories for each beer. Tell them to remember stories of when people bought them, tried them, and pass those along. Be excited. Always excited about the product.
Good luck. I'm not in Calgary but next time I am, I'll be sure to stop by.