Stories have always captivated humans. They stick to us, rattling around in our brains long after we’ve encountered them. Stories are how we entertain ourselves, how we learn lessons, and make sense of the world. 

My dad raised me on Batman, and I was instantly captivated by this young boy losing his parents in such a brutal and devastating way. From that pain came Batman and this devotion to ending crime in Gotham City so no other child would have to experience what he did. Even writing these words, I get a little choked up about his perseverance and resilience in the wake of this tragedy. Comic book fans can argue about how he carries out this mission, but it’s easy to find sympathy for the little boy who lost his parents in that alley. 

Shows like Top Chef and American Idol use backstories help us relate to the people who are competing for the ultimate prize. Their stories tell us what drives them, what they’ve overcome to be here, and what they’re going to do with that life-changing sum of money. And ultimately, it gets us invested in the competitors. 

What a Good Brand Story Does for Your Brewery

Your brand story, how you started your company, is really not that different from a superhero’s origin story or a Top Chef competitor’s backstory. A good brand story gives your audience something to connect to, helps them empathize with your brand and even provides inspiration from the work you’re doing. 

A story’s ability to evoke connection, empathy, and relatability is exactly why your brand story is a necessary part of your marketing strategy. Your brand story is what gets shared in conversations. It’s even how you get on the radar of journalists. 

So, what exactly is a good brand story? Your brand story should tell your audience who you are, what you stand for, why you do what you do, why you’re different from other businesses, and who you serve. 

For craft breweries, this can get a little tricky when many origin stories start off the same way. 

Maybe you got a homebrew kit and brewed in your garage or tiny kitchen. Many breweries started like this, which makes all of the stories start to blend together. Your brand story should help you stand out, not fit in with everyone else.

But there is a way to tell the story of your brewery that helps differentiate you from other breweries.

When I think of great beer origin stories, I think of Rob Tod, founder of Allagash Brewing, going around to different bars in Portland and buying people Allagash White to get them interested in the beer. 

I think about New Belgium’s co-founders Kim Jordan and Jeff Lebesch riding across Belgium on their bikes and bringing the traditions of the country to Fort Collins. 

Or Monday Night Brewing, which started when three guys met at a bible study group and decided to start brewing beer together on Monday nights to get to know each other.

All of these stories tell you something about the owners and their breweries. Allagash Brewing continues to share their love of Portland because that community was vital to their initial success. Bikes continue to be a huge part of New Belgium’s brand. Monday Night is often referred to as the bible study brewery. 

Even though all of their origin stories start in a familiar place, they focus on the elements that made them stand out and continue to differentiate them from others in the industry. 

How to Get Clear on Your Story

If you’ve been convinced that you need a story to tell and your story starts off something like “I got a homebrew kit and started brewing in my garage,” here’s what I would recommend.

Think about the catalyst that made you decide to go from homebrew kit to brewing professionally. What did you notice in your neighborhood or in your community that was missing from the offerings that were currently there? Think about what makes you different from the businesses around you—whether that’s other breweries, restaurants, or bars. What is different about what you do versus what they do?

Think about the people you serve. Is there a specific group of people that you built your space for? If you find there’s a certain type of person that visits your taproom on a regular basis and is excited to be there, how would you describe them?

Those questions can help you shape your story, because your story can start from wherever you want it to. It could be your origins all the way back at the beginning, or it could be where you are right now. The most important thing about your story is it has to be true to you.

Start by trying to fill in these blanks: “We exist to [do what] for [who], so they can [desired outcome or emotion].”

I encourage you to be as specific as possible with it. Here are few examples to help:

“We exist to brew world-class beer for people who never saw themselves in craft beer, so they can feel like this industry was built for them too.”

“We exist to celebrate the flavors and culture of [city/neighborhood] for the people who call it home, so they can feel proud of where they’re from.”

“We exist to give families and friends a place to slow down together, so they can actually be present with the people they love.”

“We exist to make adventurous, boundary-pushing beer for the curious drinker, so they can discover that beer can be just as complex and interesting as wine.”

For anyone who wants to go deeper on this, I highly recommend reading Donald Miller’s “Building a StoryBrand”.

I believe that everyone has a great story to tell about their brewery. Telling your story online is not only how you tell people about who you are—it is how you connect with your audience, bring them into your world, and make them not only fans of your brewery, but also regulars.

For a specific example of this process in practice, check out Kayleigh Paladino’s column ‘Expanding The Definition of Sustainability’ in the July/August issue of The New Brewer.