Gorilla Coffee

“Organic since day one.” Legacy Sonoma County coffee brand Taylor Maid Farms was struggling to compete with newer, trendier coffee brands. I joined as interim CEO to help reposition the company for growth. They had a lot of advantages that set them apart from the competition, but their brand position did little to communicate that. They were unique because they'd been dedicated to roasting organic coffee since 1993, far before other regional roasters became organic certified. So we leaned into that commitment to quality organic coffee, bringing it front and center with the rebrand to Taylor Lane Organic Coffee. The new tagline "Organic since day one" positioned us as fully committed to the organic ideal, something that was important to customers in Sonoma County. Here's how to position your coffee brand based on quality: 1. What element of quality is important to you & your customers?  2. Weave that element of quality into everything you do. 

Customized coffee, like nostalgic cereal milk-inspired drinks that balance health and indulgence, is gaining popularity. The novelty of a product is now just as important as the product itself, which means consumers want more than simply coffee – they are demanding an experience. Multiple ingredients that change the flavor, mouthfeel, and appearance of a drink cater to this in ways that black coffee or traditional milk-based options often can’t. When Tasmin Grant of Perfect Daily Grind and I discussed this trend and its implications for our industry, we had some thoughts on how specialty coffee brands can balance changing consumer preferences with coffee bar efficiency. 👉 https://lnkd.in/gVruHevF

When you walk into a Blue Bottle cafe, you know you're in a Blue Bottle cafe. Even if you don't see a big blue bottle on the wall. Every detail of their shops contributes to their brand: >>> Light-colored wood furniture & shelving >>> Minimal clutter >>> Few barriers between baristas & customers >>> Their no wi-fi rule means the focus is on coffee and conversation, not laptops >>> Curated retail offerings located intentionally throughout the space And it's all consistent with their coffee offerings which focus on the flavors of single-origin coffees and signature blends. There's an air of refinement & sophistication throughout, that reflects founder James Freeman's interest in Japanese cafe culture & his background as a classical musician. How does your retail space reflect your brand? 

2 Cafes. 2 Cookies. 2 Cappuccinos. 2 very different experiences. Imagine you go into 2 different cafes and order the same thing: a cookie and a cappuccino. In the first cafe the barista hands you the cookie as soon as you order. Then you can pick up your cappuccino with your cookie already in hand. Amazing. In the second, you wait for the cookie until you pick up the drink 5-10 minutes later… Except for when you get your cappuccino, there’s no cookie next to it. The barista making the drinks doesn’t know the food you ordered: they’re busy making drinks. And the barista who took your order is busy talking to the next customer in line. While you try to get their attention, your drink is degrading and getting cold. Which experience is better? Which cafe would you be more likely to go back to? Your brand is a lot more than just your logo. How your cafe handles each aspect of the customer journey creates an impression that your customers will remember.