Clever Branding

You can take an ordinary product and turn into something extraordinary with the use of clever branding and positioning. About a year ago my brother and I launched a coffee company, Book Brew, specifically branded for the book market. Seeing a need to be filled with retail bookstores competing with large chains and on-line stores such as Amazon.com, this line of supreme coffee was built.

Small to medium size bookstores now have the perfect product to position themselves in a way they never have before all thanks to great products and creative packaging. Sometimes all it takes is an innovative brand and a labor of love to generate a valuable solution. This brand is expanded by three aspects: 1.) Great product message 2.) Clever packaging and categories 3.) Quality product.

 1.) Great Product Message

In order to use  niche branding effectively  you must first discover the market and demographic you are trying to reach. Research their needs and immerse yourself in how your product can speak to that market in a creative way. For Book Brew our messages include, “What Every Good Book Deserves” and “Customers Come Back for Book Brew.” The first speaks to the general market the other demonstrates what our wholesale offerings are developed for.

2.) Clever Packaging and Labels

This unique selling position (USP) must carry through all aspects of the offering. Using products that directly relate to the brand base Book Brew Coffee has done a wonderfully job supporting their brand. With coffee flavors such as, Bestseller’s Blender, Reader’s Choice, and Dictionary Decaf it’s not hard to guess who this product is for.

3.) Quality Product

Back you brand with quality products and services. Book Brew’s coffee has been highly praised for it’s hand roasted flavor and extreme quality difference. Coupled with a dynamic and easy to use website and personal service make up this brand’s quality. Furthermore, we have already expanded our catalog to include professional equipment and supplies for stores that want to serve our coffee or espresso.

Do you currently have a quality product or service that you can cleverly brand to fit a niche market’s need? Doing right the first time will pay off. Oh, and log on today and order some of our coffee and let me know what you think of it.