FROM TAPROOM TO TAKEAWAY: CREATING MEMORABLE CUSTOMER TOUCHPOINTS
Episode Overview
Chris chats with brewery branding expert Tim Weaver of The Brand Weaver. They dive into creating memorable brand experiences for breweries, discussing customer touchpoints like taprooms, labels, and more. Tim shares insights on helping breweries stand out, and strategies for building a unique brand identity that resonates with customers.
For more information on how to get in touch with Tim, head over to https://thebrandweaver.co.uk/
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Neon Drive by Punch Deck | https://soundcloud.com/punch-deck
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Brewing Up Brand Magic: Creating Memorable Experiences IN THE TAPROOM
What makes a brewery stand out in a crowded market? It’s not just about the beer; it’s about the experience. In the latest episode of the Get Optimized podcast, host Chris sits with Tim Weaver, the branding wizard behind “The Brand Weaver”, to unpack the secrets of creating unforgettable brand experiences for breweries. Let’s dive into some key takeaways.
Touchpoints and Brand Experience
Tim emphasizes that every interaction a customer has with a brewery—from the taproom vibe to the can label—is a “touchpoint.” These touchpoints are opportunities to tell your brand’s story and create a lasting impression. Think about the decor, the music, the staff’s language, and even the back of the can. Every detail contributes to the overall brand experience.
“A touchpoint is any element that your drinker can interact with,” Tim explains. “It could be the glass, the beer mat, the back of the can… everything where you have the opportunity to say something and deliver a message.”
The UK Brewing Scene: A Unique Perspective
Tim, based in the UK, shares insights into the local brewing scene. While the US has a massive craft beer industry, the UK’s market, though smaller, faces similar challenges. Breweries are navigating a competitive landscape, and those that thrive are the ones that focus on delivering more than just a great beer. They cultivate a community, create a unique atmosphere, and build a brand that people want to be a part of.
“We’re down to 2,000 breweries right now in the space of what seems to be just a couple of years,” Tim notes, highlighting the challenges faced by UK breweries. “What’s going to be left is really great breweries who know not only how to make a great beer but how to deliver an awesome experience.”
THE Taproom IS More Than Just a Place to Drink
The taproom experience in the UK differs from the traditional pub scene. Taprooms are often industrial spaces, offering a more open and accessible environment. This provides breweries with a blank canvas to express their brand. Tim suggests that taprooms should reflect the brewery’s identity, whether that’s a focus on cycling, music, or community.
“Taprooms are more kind of industrial, more almost stereotypical taproom here in the UK where you just got the long wooden benches,” Tim says. But he also stresses the opportunity to do things differently, creating a space that reflects your passion and has a mark of your identity.
Branding on the Can: Storytelling in Small Spaces
The can or bottle label is another critical touchpoint. It’s not just about a logo; it’s about telling a story. Tim encourages breweries to use the back of the can to engage customers with information about the beer, the brewery’s history, and even suggested serving tips. Little “Easter eggs” or interactive elements, like peel-off labels or unique designs, can also add to the experience.
“So many times I see the back of these cans and bottles look like no one gives a damn,” Tim observes. “Where’s the story? What’s this beer really going to taste like?”
Finding Your Brand Story
For those who feel lost in the branding process, Tim offers a practical approach. Start by creating three lists:
What’s awesome about your brewery?
Why are your drinkers drinking your beer?
What are your competitors doing?
By analyzing these lists and finding the overlaps, you can identify what makes your brewery unique and what resonates with your audience.
Connecting with Tim Weaver
If you’re looking to take your brewery’s branding to the next level, Tim Weaver is a fantastic resource. Check out his podcast, “Branding for Breweries,” and connect with him on LinkedIn or Instagram. He’s passionate about helping breweries stand out and build a strong brand identity.
In conclusion, creating a memorable brand experience is essential for breweries in today’s competitive market. By focusing on every touchpoint and telling an authentic story, you can build a loyal following and make your brewery truly unforgettable.