Life Through The Beer Lens

What is life like with beer in it?

Said another way, how do we look at life if we are looking with a beer lens?

Beer is truly global. If we were to take an earnest look at what and how beer impacts life, we could see several opportunities. Here’s a short list.

  1. How can we improve equality, equity and societies with the beer lens? Branding, images and language would be the first arena to tackle: a comprehensive review of all names and labels would be a very productive place to start. Keep the good stuff, ditch with the bad stuff and move onward and forward together.
  2. By only using helpful and positive language and images, by changing up questionable graphics and words, by we immediately raise the bar for everyone. It’s also great business: respect resonates with everyone.
  3. By shifting our outlook and attitude, even slightly to recognize what is good for all through this minimal and very doable change, would be a big impact all on its own. And for the record: ensuring everyone is invited with smart language and graphics isn’t neutering or even loosing your brand personality – it’s an enhancement of brand when done thoughtfully.

How do you look at life with a beer lens?

The beer lens is an interesting one. Many people who are into beer are fanatics, enthusiasts, geeks, nerds – whatever you want to use. Yes, those are labels – though most seem to proudly sport the title as such to meet and cohort with other beer lovers of the same passion level. It’s usually fun to see since there’s a lot of happy surrounding getting together with others ala beer.

Most people know something about beer. In my research into beer and people (specifically women, though observationally men too) darn near everyone has some level of recognition of beer, however new they are, however experienced they may be. It’s a common idea which we all seems to have our own definition thereof.

I find when people engage in beer, where ever they are literally and figuratively, they seem to come together. we find the common ground, for the good of the whole, which absolutely moves us forward. And in that realm, the beer lens can be used constructively for us all.

Frankly, if brands want to insult and use stupid names, they don’t deserve the bandwidth and attention of any potential customers. I’d question why they were in the business at all. That’s not business – that selective ignorance and blatant stupidity.

Review your brands, language and images regularly. I’d recommend a quarterly review, involving varied staff and customers alike. They both have powerful, useful input brands should be listening to. This can help ensure the invitation to engage for your ideal clients; never turning off or insulting any audience. You can still be you, you can still be strongly and unapologetically your brand in doing so.

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What’s In A Label

What’s on or on the label speaks to what’s inside the container.

Like it or not, it’s true. All of us as consumers first notice and act on the labeling of a product. Internet search “impact of effective labeling” and you’ll get a raft of things to read to reinforce this truism.

Like it or not again: actively or subtly, all labels and images are branding your products and services. Some people don’t like that concept, some embrace it. Consumers are absorbing it all so be clear on who you are , what your brand is about and how the images you choose to connect to your brand are based on sounds and forethought information that can help you succeed.

So what does that mean for beer companies?

1. Know that no matter what you think about what’s inside that keg, can or bottle, what matters most is the impression you make on the end consumer. Clever, cute, inside joke type labels will only go so far. Far enough to get you noticed, yet not far enough for strong consistent return patronage, which is what will help your company either succeed or fail.

2. Know that the consumer is the one that will be buying your product, no matter how cool, innovative or unusual it is. They’re the ones paying your bills, overhead and wages. You must know your target market and ensure they can indeed support your endeavors. If not, you need to replan the plan.

3. Know that labels and images matter. They matter more than many companies ever realize or take the time to find out. Market research is an invaluable tool for bringing products and services to market. And that’s the essence of being successful: bringing the product you’re offering to the market you want to buy it.

Know these things to be true. And act on that knowledge to help guide you to success, not ignorant or arrogant failure. Both success and failure draw in and affect way more people than just yourself.

Wouldn’t you rather plan for success than failure? If so, do your homework. Or the research as the case may be.

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