Branding is often misunderstood
What is a brand?
What does it really mean?
What does it not mean?
Why is it difficult to define?
Why is a brand important?
Branding reduces costs
Brands increase profitability
Brands increase sales
How can you achieve a strong brand?
Understand your business
Listen to and understand who your customer is
Always be consistent
It doesn’t end with the logo
Establish an imbalance
Obtain authoritative reviews
Promote quality
Communicate a human story
Use images to share the experience
Conduct tasting events
Use new media to promote the message
Leverage brand equity
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Branding for B2B Coffee

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Branding panel slideshow presented by Andrew Hetzel at the 2009 Specialty Coffee Association of America conference in Atlanta, GA.

Published in: Business, Technology
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Branding for B2B Coffee

  1. 1. Branding is often misunderstood
  2. 2. What is a brand?
  3. 3. What does it really mean?
  4. 4. What does it not mean?
  5. 5. Why is it difficult to define?
  6. 6. Why is a brand important?
  7. 7. Branding reduces costs
  8. 8. Brands increase profitability
  9. 9. Brands increase sales
  10. 10. How can you achieve a strong brand?
  11. 11. Understand your business
  12. 12. Listen to and understand who your customer is
  13. 13. Always be consistent
  14. 14. It doesn’t end with the logo
  15. 15. Establish an imbalance
  16. 16. Obtain authoritative reviews
  17. 17. Promote quality
  18. 18. Communicate a human story
  19. 19. Use images to share the experience
  20. 20. Conduct tasting events
  21. 21. Use new media to promote the message
  22. 22. Leverage brand equity

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