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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 Franklinmarie@portlandroasting.com503-236-7378