What Beer Handles Can Teach Us About Branding that Sticks
I was sitting at a bar the other night, watching a man order his beer. He looked over the taps and picked one without a second thought. Curious, I asked, “Did you choose that one because you knew the beer, or because of the tap pull?” He laughed, admitting it was the tap design that caught his eye first. It got me thinking: when it comes to branding, what makes people choose one product over another? Like the beer taps, first impressions matter, but there’s a story behind every brand that keeps customers engaged long after that initial glance.
Just as that tap handle hinted at the beer’s personality, effective branding tells a story that resonates with customers on a deeper level. According to All About Beer’s article Pour Influence: How Tap Handles Affect Drinkers’ Decisions, breweries know that each handle is a chance to convey flavor, character, and brand identity in a single glance. In broader marketing, packaging plays the same role — it’s the visual cue that draws customers in, providing a preview of the experience inside.
Whether it’s a rustic look that suggests craft quality or a minimalist design that signals luxury, packaging and branding help set expectations. But beyond design, a brand’s story — the values, personality, and promise it represents — keeps customers engaged and builds loyalty. So, like a well-crafted tap handle, strong branding is all about that initial pull and the lasting connection that follows.
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