retail coffee shop branding

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retail coffee shop branding

• andrew hetzel
• cafemakers, llc
• hawaii, usa

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what is a brand?
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a name, term, design, symbol, or any other
feature that identifies one seller's good or
service as distinct from those of other sellers
american marketing association
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consistent, predictable experience
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what is a brand?

• association
• rational and emotional associations that identify
  a company, product or service
• symbol of quality
• asset that demands premium pricing

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what is a brand?

• form of consumer expression
• a promise
• made between business and customer

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what is a brand?

• a brand is not simply a
• marketing message
• advertisement
• slogan

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what is a brand?

• culture
• it must become a part of your company that is
  projected by everything you do

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a consumers perception of any brand is the sum
total of their experiences
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We never set out to build a brand. Our goal was
to build a great company, one that stood for
something, one that valued the authenticity of
its product and the passion of its people. We
built the Starbucks brand first with our people,
not with our consumers.
Howard Schultz, CEO
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why brand?
data ernst young

• reduced costs
• 700 to 1000 more to attract a new customer than
  to keep an existing one
• increased profitability
• 5 increase customer loyalty can increase
  lifetime profits per customer by 95
• more sales
• 50 of customers are willing to try a new product
  from a preferred brand

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strong brand

• unique
• how are you different from competition?
• relevant
• are you sending the right message for audience?

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strong brand

• clearly defined
• do your customers understand what you do and how
  you are different?
• esteemed
• how do your customers feel about your brand? how
  does it make them feel about themselves?

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strong brand

• consistent
• experience must be the same every time
• consistent
• experience must be the same every time
• consistent
• experience must be the same every time

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caribou coffee

• founded 1992
• minneapolis, minnesota
• 416 locations, 16 us states
• 2nd largest

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caribou coffee

• alaskan wilderness
• adventure
• hard work is rewarding
• lodge
• comfort
• security

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caribou coffee
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its a grind

• founded 1994
• long beach, california
• 136 locations
• neighborhood-style
• upscale casual, family oriented

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its a grind
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bad ass coffee

• 15 years
• salt lake city, utah
• 45 usa locations, 1 in japan
• irreverent, polynesian theme
• 18-34 males

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bad ass coffee tokyo
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bad ass coffee oregon
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bad ass coffee
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steps for brand success

• understand your consumer
• strong brand identity
• unique personality of business
• clearly state brand value
• project what brand means to consumer

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steps for brand success

• consistently apply brand message
• all communication
• company values
• leverage brand across products
• invest in your brand
• not a one-time expense

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questions, copies or help

• andrew hetzel
• cafemakers, llc
• hawaii, usa
• 1 [phone]
• info_at_cafemakers.com