Pouring a perfect brand: what your business can learn from Guinness

If there’s one brand that owns St Patrick’s Day, it’s Guinness. Whether you drink it or not, there’s no denying its power – from the unmistakable black-and-white pint to its legendary advertising, Guinness is a brand that knows exactly who it is and how to tell its story.

As founders of Afundi, we (Jess and Nic) had the chance to visit the Guinness Storehouse in Dublin, and honestly, it was more than just a brewery tour – it was a masterclass in branding. Walking through its history, innovation, and marketing evolution, it was impossible not to appreciate the level of detail that has made Guinness one of the world’s most recognisable brands.

But here’s the thing – you don’t have to be a 260-year-old company to build a brand that sticks. Whether you're a startup or an established business, there are key lessons to take from Guinness’ success.

1. Your brand story is everything

Guinness has been around since 1759, when Arthur Guinness signed a 9,000-year lease on a brewery in Dublin. They make sure you know that. Their history isn’t just a side note; it’s woven into every part of the brand. The Guinness story is one of craftsmanship, heritage, and a commitment to quality – and they tell it brilliantly.

Lesson for your business:

• Your brand story doesn’t need centuries of history – it just needs to be authentic.
• Why did you start? What drives you? What problem do you solve?
• Make sure your story is reflected everywhere – on your website, in your social media, in the way you talk about your business.
• People connect with stories. Make yours worth telling.

2. Be instantly recognisable

Think of a pint of Guinness. You don’t need a logo on the glass to know what it is. The black pint, white head, and golden harp are all part of a brand identity that is impossible to mistake for anything else.

Even when they update their branding, the core elements stay the same – the harp, the typography, the deep black and gold tones. Over the years, they’ve refined their look, but never strayed from what makes Guinness, Guinness.

Lesson for your business:

• Simplicity wins. Your branding should be clear, consistent, and memorable.
• Stick to a strong colour palette and don’t constantly switch up your look.
• Invest in a well-designed logo and visual identity – it helps build long-term recognition.
• A strong brand identity doesn’t just look good; it creates trust.

3. Emotion sells more than features

Guinness doesn’t market itself as just a beer. Instead, its advertising taps into emotion, nostalgia, and human connection.

From the legendary ‘Good Things Come to Those Who Wait’ campaign to the ‘Made of More’ series, Guinness adverts make people feel something. They focus on community, perseverance, and storytelling, rather than just listing why their beer tastes good.

Lesson for your business:

• Don’t just sell a product or service – sell a feeling.
• Tell stories that show the impact of what you do.
• Use real people, experiences, and emotions in your marketing.
• People might forget what you say, but they won’t forget how you made them feel.

4. Evolve without losing who you are

Guinness could have stuck with its classic stout and never changed. But instead, they’ve adapted over time – bringing in new beers, experimenting with collaborations, and even introducing alcohol-free Guinness.

They’ve also embraced digital, launching interactive campaigns and modern storytelling formats, while keeping their traditional craftsmanship at the heart of the brand.

Lesson for your business:

• Stay flexible. Don’t be afraid to evolve as your industry changes.
• Innovate, but stay true to your brand’s core values.
• Keep an eye on trends, but don’t chase every fad.
• Being adaptable is key, but consistency in what you stand for is what makes a brand last.

Final Thoughts

Guinness isn’t just a drink – it’s an experience, a story, a feeling. And that’s exactly what great branding is all about.

For small businesses, the takeaway is simple:

• Tell a strong, consistent story.
• Build a brand identity that stands out.
• Make people feel something.
• Evolve, but never lose what makes you, you.

So, whether you’re celebrating St Patrick’s Day with a pint or just taking inspiration from one of the best brands out there, remember – branding is more than a logo. It’s how you make people connect, remember, and come back for more.

And if you're looking to build or refresh your brand, we’d love to help. Let’s create something unforgettable.