Scaa Presentation Branding

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