Lavazza, Costa, Starbucks are some of the names that come to mind in thinking about popular and well known coffee brands.

Developing your own brand of coffee to sell is not easy, but it is very possible. While you might not operate on the scale of some of the bigger brands overnight, you can build a brand that segments and then targets a specific type of coffee consumer and iterate from there.

This walkthrough is intended for those wishing to eventually begin selling coffee online, but who do not currently sell coffee. If you're starting from scratch and looking to build your own coffee brand than this guide will take you through the most important considerations to get you started.

Make Your Own Coffee Brand

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What Do We Mean By Coffee Brand?

A coffee "brand" is is really the combination of name, logo, aesthetics, and any other symbolic elements that both help to identify and distinguish a coffee shop or product.

The coffee brand is the message you are sending to customers about your purpose and (desired) reputation.


Why Launch a Brand Instead of a Business?


The difference between launching a brand and launching a business is that a brand takes more foresight and planning but ultimately builds equity in the eyes of customers.

Launching a brand means being prepared, when the resources are available, to know what tools to use and what to say to market your company in a way that makes it disctinct from the competition.

Going through a proper exercise to plan and develop your coffee brand would include thinking about and defining (at least on paper) many of these considerations:


  • The Brand Identity.
  • The Brand "Personality".
  • The Logos and Design of the website, the packaging, and the advertising.
  • The communications and processes required to distinsguish the coffee business from its competition and the foster brand loyalty.
  • To put it more simply, your coffee brand is your promise to current and future customers of what your company and coffee will deliver.


If you're able to know what those promises are and deliver on them consistently you can build something called Brand Equity.


More on Brand Equity


Brand equity refers to the value of the brand, as determined by how it's seen by current and potential customers.

The idea is that a well known brand (well known in the sense that its promises are well understood) can generate customer growth and customer loyalty through brand recognition. Therefor the brand in and of itself has worth.

A good coffee brand will serve as a critical marker for customers evaluating the quality of a coffee, especially one they haven't previously tried.

Not only that, by a brand can also make customers more or less likely to pay a given price for the coffee, independant of the type or quality.

A fantastic exemple of a company that builds and leverages brand equity effectively is Starbucks. As explained by this case analysis:

"Starbuck’s brand equity is built on selling the finest quality coffee and related products, and by providing each customer a unique “Starbucks Experience”, which is derived from supreme customer service, clean and well-maintained stores that reflect the culture of the communities in which they operate."


"Starbucks effectively leverages its rich brand equity by merchandizing products, licensing its brand logo out. "

Deliberately thought out processes and consistent delivery on them can be a significant help to any business.

Read more about developing brand equity for coffee shops.


Determine the Focus and Direction of the Brand

You need to start by thinking about what you will be selling. Of course we know you'll be selling coffee. But what will you *really* be selling?

Something affordable for people who drink large quantities of coffee, and are likely to order in high volumes if the price is right?

Or people who have very specific tastes in coffee? Looking for "third wave" coffee or some type of premium option? 

Yes, you can expand your product offering and customer base later on. But in the early stages you won't to laser focus on the specific customer you will sell to and specific product you will sell. Once you define that with as much precision as possible, the type of brand positioning will become clearer.

For instance, you might say "I know there's a market for premium decaf coffee". The type of customer likely prefers decaf because they are more likely to drink it passed noon.  Perhaps they see coffee as the perfect after supper digestif. They might be less price conscious because finding a good decaf (like a really good decaf) is not as easy as getting other types of coffee. 

What kind of brand would appeal to that type of customer? Perhaps once that emphasizes quality and and understanding that a segment of coffee drinkers see it as something that follows a good meal?

Suddenly ideas as to how to position and name the brand become clearer. You might name it something like "After Dinner Coffee Inc". Or "Digestif Decaf".

Imagery you associate with the brand, the product photos etc, would almost certainly show the coffee along with a (half finished) meal or dessert. "Have Coffee For Desert" seems like an appealing tagline as well.

To answer the question: What am I *really* selling? Well, in this case you're selling an after supper experience. That's the way you'll think and talk about the brand whenever promoting it.


Decide What the Brand will do Well

To continue our previous "Decaf" example, let's say we're selling our after supper coffee. A decaf coffee isn't particularly exceptional, so the focus will have to be on quality. A great tasting decaf coffee, with flavour notes that work well with accompanying dishes, ideally something sweet like a dessert, is the selling point.

So the coffee brand will choose to invest primarily in making that after supper experience / desert coffee happen. Sparing no expense when it comes to sourcing quality coffee beans that are carefully roasted and consistently produce a coffee that is textures and sweet. 

Any work or investment that support this aim is non-negotiable. Corners can be cut elsewhere, but the coffee has to consistently deliver the promise of great quality and sweetness.

Moreover, when it comes to marketing or talking about the brand the focus should always be on the above elements. The first thing, and sometimes the only thing, you would say about the coffee is that it provides a fantastic after support experience without keeping you up at night. Everything else comes secondary.


Decide What the Brand Won't do Well

As Michael Porter says, "The essence of strategy is choosing what not to do".

It's important to decide in advance what the brand and product will not do well. This can be harder than it seems. You will at some point be tempted, often repeatedly, so design your product so that it appeals to a broader market.

Porter elaborates on his famous thought by using Southwest Airlines as an example:


“Southwest’s rapid gate turnaround, which allows frequent departures and greater use of aircraft, is essential to its high-convenience, low-cost positioning. But how does Southwest achieve it? Part of the answer lies in the company’s well-paid gate and ground crews, whose productivity in turnarounds is enhanced by flexible union rules. But the bigger part of the answer lies in how Southwest performs other activities. With no meals, no seat assignment, and no interline baggage transfers, Southwest avoids having to perform activities that slow down other airlines. It selects airports and routes to avoid congestion that introduces delays. Southwest’s strict limits on the type and length of routes make standardized aircraft possible: every aircraft Southwest turns is a Boeing 737.

What is Southwest’s core competence? Its key success factors? The correct answer is that everything matters. Southwest’s strategy involves a whole system of activities, not a collection of parts. Its competitive advantage comes from the way its activities fit and reinforce one another.”


For instance, let's say everybody loves your decaf coffee. So you start to recieve emails from customers asking when you will make a similar quality coffee that's fully caffeinated. It might be very tempting to look into that, especially since your current customer base has indicated interest.

Moreover, you might think "Well, if I don't provide this they will go somewhere else to get it - why shouldn't I be the one to get that business?".

But what might end up happening is that you launch a new caffeinated coffee, and suddenly find yourself competing in a whole new landscape. Additional time, effort, and money will need to be put into finding a source of wholesale coffee that meets your previously set standards for quality, going back and forth to refine the roast and taste, and then ultimately promoting this new type of product. 

Whatever marketing materials, online promotion etc.. that you have established (and paid for) will now have to be further changed to incorporate your new product.

You were once the "Decaf Coffee" master, so a lot of work will have to go into becoming something more/different.

Not only that - but you image as an expert in after supper coffee experiences likely took a while to really take hold in the minds of consumers. Now that you are diversifying away from decaf exclusively, will that same perception of your brand and producs still exists? What will it cost to win that back?

If that's not enough, you also have to appreciate that the decision means you are now competing with other coffee providers and many of them have chosen to focus on one single specialty. 

So now you're no longer taking advantage of your strength and are at a disadvantage competing against competitors who are 100% geared to mastering and selling caffeinated specialty coffee. That's not a position you want to find yourself in, unless you're very certain it's worthwhile.

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Define the Brand Image

The brand image should reflect the exact aspect of your coffee brand that distinguishes it from competitors. The image is important, not only to inform your marketing materials but to inform customers who may have never tried your coffee what the coffee is really "about", particularly in cases where you're selling online and people don't have a chance to try before they buy.

Continuing with the After Supper Decaf example, the brand image in this case would support the underlying specialty. Quality decaf, made to drink as a digestif.

The name, logo, and even any colours used on the website or packaging should reflect the value and purpose of the coffee, distinguising it in the market. 

The product photos, as previously mentioned, should also take into consideration the brand image and positioning.

All these aspects of the coffee should be made to communicate and call attention to the fact that this coffee is high-quality, specialty coffee that is typically consumed in the evening. Calm, dark colours would make sense. In fact anything that positions the taste of the coffee well ahead of typical attributes (like high energy and wakefullness) would be advisable.


Brand Personality


To develop your brand personality you need to think about the more "human" traits and attributes your coffee and coffee business has (or will have). This above all will help you using your brand to differentiate the business from the competition.

Jennifer Aaker formalized the most widely used model for developing brand personality.

She said that brand personality could be developed across five dimensions:


  • Sincerity
  • Excitement
  • Competence
  • Sophistication
  • Ruggedness


The idea is to shape the brand personality in a way that reflects your target customers.

A perfect example of how this is done for a coffee enterprise is "DeathWish Coffee". Self proclaimed as "the world's strongest coffee" Death Wish Coffee uses deliberate imagery, color palettes, and typography communicte their personality and appeal to those with an affinity for Ruggedness. If Death Wish Coffee was a person, they would certainly be more Rugged than Sophisticated:

Death Wish

Brand personality, as demonstrated above, can be easily used to inform visual elements and images used on the website, advertising, and packaging.


Import, Roast, or Private Label Coffee

You can import coffee beans and roast them yourself. You can import and have someone else roast them, or you can do neither and create your own coffee brand and blend with a private label coffee partnership.

Here's where the rubber meets the road, and the brand strategy considerations start to shape the actual product and business.


Roasting Your Own Coffee


Yes, you can roast your own coffee but it won't be inexpensive to do so. You'd need commercial equipment to roast coffee of sufficient quality and quantity to make a business of it.


Importing Your Own Coffee


You can import coffee beans for commercial selling purposes and, perhaps suprisingly, you can still have someone else handle the roasting for you. 

The management and costs of importing coffee would be fairly extensive as you'd need to consider licensing, logistics, and the storage or inventory costs associated with this approach. 


Private Label Coffee


Private label, sometimes interchangeably referred to as "white label", means you establish a partnership with another company who either roasts the coffee beans for you with their roasting equipment or, commonly, both roasts the coffee AND supplies the coffee beans.

A number of different approaches and partnerships can be developed to adopt this business model. To learn more check out our guide on selling private label coffee.


Choose How You Will Build the Brand

This thought process should ultimately shape, in no small way, the execution of your marketing. Coffee, particular premium / specialty coffee from our example, does lend itself well to imagery.

If you are promoting your coffee online or offline you'll want to make sure all the decisions you made to support the brand definition of your coffee are informing your tactics. For instance, you will likely consifer advertising the coffee in the following ways:

Facebook Ads

Instagram Ads

Having a website (especially if you sell online)

Packaging your coffee in a compelling way

Blogging about your coffee


All these promotional tactics can and should mirror the larger "story" you want to tell. 

Taking our Decaf example once again, we would look to leverage Facebook or Instagram ads with visuals of the sun setting next to our coffee, for instance. There's no upside to being subtle here - we want to use these promotional investments to immediately call attention to the fact that this is a coffee that you can enjoy in the evening.

In writing / blogging about the coffee, the topics will likely focus on the in depth and rigorous processes that are used to consistently provide a premium quality roast, while also suggesting meals that are bested complimented by the coffee.

While these are just examples, the larger takeaway is that once you have fully defined your brand, its image, and how to articulate it you'll need to follow through and ensure that all your promotional materials, and even your packaging, reflect it.

The key point to take-away is that your brand needs to be thought-through, with an eye towards reflecting the tastes of your precise target customer while distinguishing your offering from the competition.

It's also equally important to commit to the brand and what it represents to ensure your investment and efforts ultimately pay off.