There’s a special moment that occurs in coffee roasters everyday around the world. It’s the moment that green coffee samples arrive at the roastery. For mid sized roasters moving 3,000 - 5,000 lbs + a week, there are typically a handful of key people that engage with your samples when they arrive to their roastery.

Got a rebrand on the brain? Perhaps you think it’s time for a brand refresh or a full rebrand. How can you really know if it’s a good time to invest in a rebrand? Well, you are reading a blog written by a branding agency, I bet you are thinking that we’d tell you, “Now’s the time to rebrand!” but of course it’s a bit more nuanced than that.

A few years back, I was working at a coffee roaster doing education…which meant I did account management, inside sales, events, and a whole bunch of other things. One of the “other things” I was involved in, was communicating to our current clients about the new coffees that we were about to launch. Sounds simple, right? Wrong! Every single time a coffee was released, I remember it being an intense, grueling, and cumbersome month(s) long process. Once, I remember, we received a coffee early in the summer and didn't release it till we were well into the fall.

The connectivity that a brand or person can now have due to social platforms is unprecedented. The fact that a person can keep up with a friend who lives in a different state or that one of our green coffee clients can reach out directly to the folks cultivating and processing coffee - instantaneously, for free, internationally at any time through any of the apps that went down is wildly unprecedented. Just a few decades ago, the best mankind had was a car phone and now we carry around little computers that can get directions to dinner, find a life partner, or order pizza without leaving the chair you are sitting in is pretty amazing.

No one sets out to build a brand that just adds to the noise. In our experience, folks are excited about releasing their passion into their brand in an intentional way. You know, that thing inside of them that they’ve been wanting for so long. Perhaps they can't quite put their finger on what it looks or feels like but it's in their heart and they will know it when they see it.

It’s a big question but one that you and your team should be able to answer. If you can’t clearly articulate who your brand is, neither can your team and your audience wont be able to either.