It’s probably safe to say that the quality of your branding strategy is just as important as the quality of the product that you’re selling.
Therefore, even if you’ve spent years perfecting your brewing method or have finally found the best coffee beans on the market, it will all be irrelevant if your brand can’t stand out from your competitors.
You might call it a worst-case scenario that’s so unlikely to happen that you don’t even need to worry about it. However, if you take a closer look at today’s coffee market, you should quickly notice how many underdogs have been driven out by big-box competitors who sell worse coffee but nailed their marketing.
While most companies won’t spill any details about their practices, there are some universal guidelines you can build your strategy around.
The tips we describe below range from aligning the strategy with your mission statement and learning more about your customers to exploring social media and building brand identity.
Read on and develop a branding strategy that will take your business to a new level.
1. Build brand identity
Brand identity is the sum of all the visual, verbal, and written elements that make up your company’s visual identity.
This includes your logo and your slogan, but also factors such as the way you dress your baristas, the colors you use in your branding, or even the kinds of music you play in your store.
The first step to developing a strong brand identity is to think about your vision and values and create a mission statement that will serve as your compass when you put together your strategy.
It should express who you are, what separates you from your competitors, and why you do what you do. Once you have it, use it as a foundation for all of your branding efforts.
Make sure to be consistent in the way you present yourself. Don’t forget that some aspects, such as the color of your shop’s interior, can have an impact on your customers’ experiences, so they should match the rest of your branding.
If you want to create a lot of buzz around your brand, you might also want to try brand activation. In a nutshell, brand activation is a way of using the elements that make up your brand identity in real-life situations.
For example, you could dress your baristas in branded uniforms, have your cups feature your logo, organize a photo booth with branded props, or take part in a charity event as a company.
You can also use a business logo generator to get started with your branding.
2. Define your target audience
It’s tempting to think that your business is able to attract any customer. However, without a clear picture of who you’re selling to, it will be impossible for you to create an effective strategy. This is why you should start by defining your target audience.
Unless you have a certain niche in mind, the easiest way to do this is to define your target demographics. What are the ages, gender, and education levels of your customers? Where do they live? What do their jobs look like? How much disposable income do they have?
The answers to these and other questions will help you tailor your strategy to your customers’ needs.
Once you have this information, you can start using it to define your brand identity. For example, if most of your customers are young professionals, you could choose a more edgy or sophisticated tone. If they are older and live in the suburbs, you might want to go for a more comfortable, homey feel.
When it comes to building a strong relationship with your audience, you need to be aware of their interests and attitudes. So make sure to keep an eye on the news, read blogs or magazines that are popular among your customers, and listen to the music they listen to.
3. Be active on social media
Social media can be a great way to reach out to your customers and get them talking about your brand. However, you need to know how to use it effectively.
The first thing you should do is create a social media strategy. This will help you figure out what platforms you want to target and how you’re going to use them.
The most important thing is to understand that social media isn’t something you do once and then forget about. It has to be an integral part of your branding strategy if you want to achieve long-term results.
Once you have your strategy in place, you should focus on the content you’re going to publish. You don’t need to publish something new every hour, but people will quickly get bored with your updates if they are too repetitive.
It’s better to post a few pieces of high-quality content a week than one low-quality update every day.
Make sure to respond to customer feedback as soon as possible. Even if it’s just a simple thank you, it can go a long way toward building trust and loyalty.
In the modern-day and age, you can’t be successful without a strong branding strategy. The competition is fierce, and if you want to prevail, you’ll need to stand out. That’s why you need to make sure that you build strong brand awareness and do the research when it comes to your target customers.
You might also want to try customizing your packaging to make your products feel more exclusive and serve as a marketing tool. Don’t forget that these days, it’s crucial for brands to have their own values and don’t underestimate the power of social media. Best of luck with your business!