Marie Franklin's presentation at SCAA 2009 in Atlanta. Marie was joined by Andrew Hetzel or Cafemakers and Jonathan Markham of The Chai Company.

1. PORTLAND ROASTING
Our Branding Adventure

2. Why Change?
• Mission had evolved
• Look and copy was dated

3. To outsource or not
• Internal discovery
• Involvement
• Flexibility

4. The Process
• Mission Statement
• Target customers
• Positioning
• Farm Friendly Direct
• Definition of “brand”

5. Preliminary findings
• Authenticity
• Look for longevity
• Identify core cues for messaging
• Tell a story
• We needed a complete overhaul

6. Old Portland Roasting look…..

9. Development of look
• Warm, inviting, classic
• Focus on earth/growing coffee
• Photo/Video
• Website as our storefront

17. Beyond look
• Staff
• Allied product selection
• Coffee first
• Materials
• Practices

18. Lessons Learned
• Narrow your audience
• Seek professional help if you need it
• Develop guidelines

19. Don’t
• Be afraid to let go
• Poll People
• Put too much stake in customer feedback

20. Final Thoughts
• Don’t forget your current customers
• Educate internally
• Use technology
• Slow process
• Expensive
• Understand it will always evolve