scaa presentation branding
DESCRIPTION
Marie Franklin's presentation at SCAA 2009 in Atlanta. Marie was joined by Andrew Hetzel or Cafemakers and Jonathan Markham of The Chai Company.TRANSCRIPT
PORTLAND ROASTING
Our Branding Adventure
Why Change?
• Mission had evolved • Look and copy was dated
To outsource or not
• Internal discovery• Involvement• Flexibility
The Process
• Mission Statement• Target customers• Positioning• Farm Friendly Direct• Definition of “brand”
Preliminary findings
• Authenticity• Look for 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
Beyond look
• Staff• Allied product selection• Coffee first• Materials• Practices
Lessons Learned
• Narrow your audience• Seek professional help if you need it• Develop guidelines
Don’t
• Be afraid to let go• Poll People• Put too much stake in customer
feedback
Final Thoughts
• Don’t forget your current customers• Educate internally• Use technology• Slow process• Expensive• Understand it will always evolve