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Building an Authentic Brand
Marie FranklinPortland Roasting
• Our mission had evolved • Look was dated• No focus, no competitive edge
Why Change?
Discovering who we are
• Mission Statement• Target customers• Positioning• Farm Friendly Direct
Capitalize on your strengths
What area can you dominate? Go where you can be unique.
Preliminary findings
• Authenticity• Wanted longevity• Identify core cues for messaging• Tell a story• We needed a complete overhaul
Old Portland Roasting look…..
Development of look
• Warm, inviting, classic• Focus on earth/growing coffee• Photo/Video• Website as our storefront
Brand is not just a logo
It must encompass everything you do
Beyond look
• Staff• Products you sell• Put your best foot forward• Materials• Practices
Lessons Learned
• Narrow your audience• Seek professional help if you need it• Develop guidelines• Don’t be afraid to let go • Don’t poll people, even customers!
Why Should you Brand?
• Increase Sales• Increase Customer Loyalty• Save Money• Focuses efforts • Helps keep company cohesive• Keeps staff motivated
The current consumer doesn’t buy a product,they buy a relationship with your company
Branding is the personality of your company
Creating a Brand Experience
• Know who your customer is• Develop a Mission Statement• Be Authentic• Train your staff• Know all points where you
communicate with your customer• Be consistent
Strategies for Today
• Promote Quality• Tell your Story• Put People Out in Front• Use Images
More Strategies for Today
• Use Technology• Use New Media
More Strategies for Today
• Hold Events• Get In the Press• Align With Other Quality Brands
Marie [email protected]
