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retail coffee shop branding andrew hetzel cafemakers, llc hawaii, usa what is a brand? 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 consistent, predictable experience

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retail coffee shop branding

retail coffee shop branding

andrew hetzel

cafemakers, llc

hawaii, usa

slide3

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

what is a brand5
what is a brand?
  • association
    • rational and emotional associations that identify a company, product or service
  • symbol of quality
  • asset that demands premium pricing
what is a brand6
what is a brand?
  • form of consumer expression
  • a promise
    • made between business and customer
what is a brand7
what is a brand?
  • a brand is not simply a
    • marketing message
    • advertisement
    • slogan
what is a brand8
what is a brand?
  • culture
    • it must become a part of your company that is projected by everything you do
slide10

“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

why brand
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
strong brand
strong brand
  • unique
    • how are you different from competition?
  • relevant
    • are you sending the right message for audience?
strong brand13
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?
strong brand14
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
caribou coffee
caribou coffee
  • founded 1992
  • minneapolis, minnesota
  • 416 locations, 16 us states
  • 2nd largest
caribou coffee16
caribou coffee
  • alaskan wilderness
  • adventure
  • hard work is rewarding
  • lodge
    • comfort
    • security
it s a grind
it’s a grind
  • founded 1994
  • long beach, california
  • 136 locations
  • neighborhood-style
  • upscale casual, family oriented
bad ass coffee
bad ass coffee
  • 15 years
  • salt lake city, utah
  • 45 usa locations, 1 in japan
  • irreverent, polynesian theme
  • 18-34 males
steps for brand success
steps for brand success
  • understand your consumer
  • strong brand identity
    • unique personality of business
  • clearly state brand value
    • project what brand means to consumer
steps for brand success25
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
questions copies or help

questions, copies or help

andrew hetzel

cafemakers, llc

hawaii, usa

+1 (808) 443-0290

info@cafemakers.com