THE WATER IS FREE. WE CHARGE FOR THE LABEL AND THE BOTTLE ( "PERRIER")
What is Branding?
Branding is not only your logo but also your business name. Great names evoke intrigue, savvy and class, and tell customers a lot about who you are. When you begin the branding process, think first about your name. Next, envision an image that works with that name. Finally, create a byline, which is a short sentence that describes who you are or what you stand for. Here's an example. I named of one of my first coffee bars "Caffe Primavera." In Italian, "Primavera" means springtime. For my logo I used a Corinthian column with a floral theme at its base, surrounded by two renaissance angels. The byline I chose was "Coffee delivered from heaven."
There are many examples of expired branding in the coffee world. Let's look at Seattle's Caffe D'arte (Italian for "coffee of art"). Its simple logo incorporates the company name and a cup in a design that uses traditional Italian colors. Its byline, "Taste the Difference," tells you a lot. It indicates this company has traditional Italian coffee and suggests it is a high quality product.
Another Seattle coffee company with impressive branding is Caffe Vita. Its logo features an Italian clown holding a cup. The image is classy, whimsical and reminds me of Carnival in Venice, reinforcing the link to Italy, the Mecca of espresso. The company uses its name and branding in fun and unique ways, probably more so than any other company in the industry.
Recently the company gave away black hats with an embroidered logo that simply said "Caffe Vita." But for the younger crowd, as a very creative and unique promotion, the company created cheap black and white foam baseball hats that from a distance read "VITA SUCKS." Upon closer inspection, you could read small print that said, "VITA is great! What SUCKS is when you can't find any!"
Your Byline
You can't underestimate the importance of a great byline in your marketing program. In addition to the bylines noted above, here are some fictional examples: Albany Coffee: "Your Hometown Roaster," and Anchorage Coffeehouse: ""Hot Brews for a Cold Day." Remember, your byline should tell your customers what your mission is in one easily remembered concise statement.
Why Branding is Important
Your brand is more than a series of words; it is your corporate identity. Your name and logo should tell people who have never been to your establishment something about you. Your brand should be strong enough to convey a message and a feeling in an instant. When you run a small newspaper ad, besides a Website, phone number and address, your logo may be all someone has by which to judge your business. If your logo looks professional, it alone may be the reason that someone decides to visit your coffee establishment for the first time.
When you are developing your identity, first define your target or niche market and make sure your branding speaks to those groups. For example, if you are located close to a university or college, your branding should appeal to the young adults who will probably be your main source of income. If your operation is in a downtown district, it would be wise to create branding that will be attractive to office workers and business people. If you're in a suburban shopping mall, you will probably want to develop an identity that will engage mothers, shoppers and area residents.
Properly executed branding can set small chains and independent retailers apart from the big chains. World Cup Coffee & Tea, a small chain in Portland specializing in organic, shade-grown, fair-trade and relationship coffees, has created branding with thematic ties to its niche market-coffee consumers who are interested in the social issues surrounding coffee. So its branding is colorful and fun, with an International and ecological flavor, suggesting an affinity with the environment and sustainability issues.
I have seen many small companies make the mistake of choosing an identity too quickly. Sometimes when Bellissimo arrives to train retailers on-site, the first thing we see is a sign with a poorly designed logo. We do our best to explain how to use these ill-conceived logos, but to be honest, if the identity is not professional, do you want to see it everywhere you look? A good rule of thumb is to have as many people as possible look at your prospective logo before you invest any money in it. Garner the opinions of people whose taste you trust.
Taste may be subjective, the law is less so. From a legal standpoint, it is extremely important to check with your attorney before finalizing your name to avoid copyright infringement. Every state has different laws regarding business names. A client of mine in Arizona wanted to register the name "Caffe Paradiso," but because there was already a "Paradise Café" in the state, my client was unable to use the name. In other states, the name may have been acceptable. Make sure you follow the proper registration procedures in your state so you will not have to change your name years later because of an infringement violation.
Options are Endless
If you have a great logo and brand, you can add another profit center to your business by selling retail items. The sale of retail merchandise can put additional dollars in your till each and every day if your brand is visually appealing and cool.
Paper to-go cups with your logo that employees take back to an office are great advertising. If you can't afford to have them pre-printed, use stickers. The point is: always think of the residual effects that your branding can have on your business.
If you are a new operation, hire a professional to help you conceive and execute your branding program and assist you with your marketing. If you are an existing establishment and feel you made poor choices when developing your brand, you may want to consider re-branding. However, this can prove costly, and may not make sense, especially if your business is well established. Many companies choose to re-brand from time to time if their name and logo has a dated and worn look or feel.
Branding and identity are two of the most important parts of your overall marketing program. Your marketing materials, your menu board and your signage will all incorporate its elements. Think hard, take your time and if need be, hire a professional
What is Branding?
Branding is not only your logo but also your business name. Great names evoke intrigue, savvy and class, and tell customers a lot about who you are. When you begin the branding process, think first about your name. Next, envision an image that works with that name. Finally, create a byline, which is a short sentence that describes who you are or what you stand for. Here's an example. I named of one of my first coffee bars "Caffe Primavera." In Italian, "Primavera" means springtime. For my logo I used a Corinthian column with a floral theme at its base, surrounded by two renaissance angels. The byline I chose was "Coffee delivered from heaven."
Another Seattle coffee company with impressive branding is Caffe Vita. Its logo features an Italian clown holding a cup. The image is classy, whimsical and reminds me of Carnival in Venice, reinforcing the link to Italy, the Mecca of espresso. The company uses its name and branding in fun and unique ways, probably more so than any other company in the industry.
Recently the company gave away black hats with an embroidered logo that simply said "Caffe Vita." But for the younger crowd, as a very creative and unique promotion, the company created cheap black and white foam baseball hats that from a distance read "VITA SUCKS." Upon closer inspection, you could read small print that said, "VITA is great! What SUCKS is when you can't find any!"
Your Byline
You can't underestimate the importance of a great byline in your marketing program. In addition to the bylines noted above, here are some fictional examples: Albany Coffee: "Your Hometown Roaster," and Anchorage Coffeehouse: ""Hot Brews for a Cold Day." Remember, your byline should tell your customers what your mission is in one easily remembered concise statement.
Why Branding is Important
Your brand is more than a series of words; it is your corporate identity. Your name and logo should tell people who have never been to your establishment something about you. Your brand should be strong enough to convey a message and a feeling in an instant. When you run a small newspaper ad, besides a Website, phone number and address, your logo may be all someone has by which to judge your business. If your logo looks professional, it alone may be the reason that someone decides to visit your coffee establishment for the first time.
When you are developing your identity, first define your target or niche market and make sure your branding speaks to those groups. For example, if you are located close to a university or college, your branding should appeal to the young adults who will probably be your main source of income. If your operation is in a downtown district, it would be wise to create branding that will be attractive to office workers and business people. If you're in a suburban shopping mall, you will probably want to develop an identity that will engage mothers, shoppers and area residents.
Properly executed branding can set small chains and independent retailers apart from the big chains. World Cup Coffee & Tea, a small chain in Portland specializing in organic, shade-grown, fair-trade and relationship coffees, has created branding with thematic ties to its niche market-coffee consumers who are interested in the social issues surrounding coffee. So its branding is colorful and fun, with an International and ecological flavor, suggesting an affinity with the environment and sustainability issues.
I have seen many small companies make the mistake of choosing an identity too quickly. Sometimes when Bellissimo arrives to train retailers on-site, the first thing we see is a sign with a poorly designed logo. We do our best to explain how to use these ill-conceived logos, but to be honest, if the identity is not professional, do you want to see it everywhere you look? A good rule of thumb is to have as many people as possible look at your prospective logo before you invest any money in it. Garner the opinions of people whose taste you trust.
Taste may be subjective, the law is less so. From a legal standpoint, it is extremely important to check with your attorney before finalizing your name to avoid copyright infringement. Every state has different laws regarding business names. A client of mine in Arizona wanted to register the name "Caffe Paradiso," but because there was already a "Paradise Café" in the state, my client was unable to use the name. In other states, the name may have been acceptable. Make sure you follow the proper registration procedures in your state so you will not have to change your name years later because of an infringement violation.
Options are Endless
If you have a great logo and brand, you can add another profit center to your business by selling retail items. The sale of retail merchandise can put additional dollars in your till each and every day if your brand is visually appealing and cool.
- Logo items you can sell include:
- T-shirts / Sweatshirts
- Mugs / Coasters
- Thermal mugs
- Branded pre-sold coffee cards
- Hats
- Chocolates
- Even Frisbees!
Paper to-go cups with your logo that employees take back to an office are great advertising. If you can't afford to have them pre-printed, use stickers. The point is: always think of the residual effects that your branding can have on your business.
If you are a new operation, hire a professional to help you conceive and execute your branding program and assist you with your marketing. If you are an existing establishment and feel you made poor choices when developing your brand, you may want to consider re-branding. However, this can prove costly, and may not make sense, especially if your business is well established. Many companies choose to re-brand from time to time if their name and logo has a dated and worn look or feel.
Branding and identity are two of the most important parts of your overall marketing program. Your marketing materials, your menu board and your signage will all incorporate its elements. Think hard, take your time and if need be, hire a professional
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