One aspect of our project is getting people engaged with our brand through social media. Which I found a bit hard, especially because it is not a real cafe. Like, what if people really like the look of my cafe and they turn up at the address and all they find is an op shop 😮 Anyway, I’ve created an Instagram account and a Facebook page for Grinders Coffee house and have been trying to post a few pics and updates of where I’m at (while subtly letting people know #thisisnotarealcafe).
Facebook pages has this really neat feature that gives insights into how your posts are going and how much people are engaging with the page – which is exactly what I need to know! Thank you Facebook 🙂 So here are a few screen shots of the insights into my page:
I’ve also had a few likes and comments on my Instagram posts too:
Just following up with the results of my usability test I posted about a week or two ago (Studio 3 – Usability Test). So far a few people have completed the survey (thanks if you were one of those who have done it 🙂 and if you haven’t but you really want to check it out and have a look at my branding, follow this link). The responses have been really positive. Instead of rewriting some of the feedback I’ve taken a few screenshots, but don’t worry, it’s all anonymous.
So yeah, I got some great feedback for my project 🙂 and even a few bits of feedback that I can take on board for improving.
Also, most importantly, I now know that if I was to open up this cafe there would be at least 5 people showing up 😉
Another marketing concept we’re learning about is the Five C’s. They are used to analyse five key areas of a company and is useful when developing a marketing strategy. The five C’s are company, customers, competitors, collaborators and climate.
I have looked at each of the five C’s in relation to the cafe branding I’m working on. Check it out below.
- Grinders is a new cafe opening in Brisbane. They specialise in coffee but offer breakfast, lunch and a range of other drinks. There will be a large focus on building relationships with the loyal customers.
- Target audience: the range of the target audience is quite large; from young families to young adults and even through to the older generation. Coffee lovers. Low income and high income.
- Frequency: Daily (hopefully)
- Quantity: Coffee (or other drink purchase), coffee and a meal, delicious snacks.
- Grinders will have a number of competitors – like every other cafe in Brisbane (especially the surrounding area).
- Any cafe that specialises in coffee.
- Cafes in West End come and go a fair bit so it would be important to stand out from the competitors.
- Grinders would have a few partners
- Coffee supplier (fair trade, ethically sourced)
- Tea supplier
- Food supplier
- We’d like to be able to support and build relationships with local small businesses who are in the same or surrounding area to our cafe.
- I believe the cafe market is growing at the moment.
- Especially trendy, hipster ones.
- People seem to spend more time at cafes these days – buying behaviour is increasing.
- New technology for taking orders (apps).
Using this, along with the SWOT analysis I did previously, can help show a picture of what it would be like to enter into the cafe market and help to develop a strategy that could help the process.
Sooo…I may have forgotten to post this blog a few weeks ago when we were looking at slogans. But better late than never, right? A slogan can be really useful for your brand. You may already know what a slogan is but I’m going to define it for you anyway. It’s “a catch phrase or small group of words that are combined in a special way to identify a product or company” (Small Business Encyclopaedia, n.d.). A slogan is used to convey the vision of the company – a brief and catchy phrase that can be used in advertising, poster, uniforms, etc. It becomes a reminder of what makes the company special.
This article (
) had list some characteristics that make a great slogan:
- includes a key benefit
- differentiates the brand
- imparts positive feelings about the brand
Here’s a few examples of slogans I found:
Nike – ‘Just Do It’ (classic)
Apple – ‘Think Different’
L’Oréal – ‘Because you’re worth it’
Maccas – ‘I’m loving’ it’ (another classic)
Adidas – ‘Impossible is nothing’
Energizer – ‘Keep going and going and going’
A few weeks ago we were given a small project to work on – branding ourselves. As we are nearing the end of our degree it’s important to put together a portfolio and be able to present ourselves professionally to the real world. So we had to come up with multiple logo options, business cards and a way to creatively present our portfolio in order to stand out from the crowd.
I had previously made up a new logo (I think late last year) and this is what it looked like.
I didn’t mind this logo but I didn’t absolutely love it either so I didn’t mind coming up with some possible new designs.
With the help of my teacher and class we narrowed it down to 4 choices that I made up digitally
And the final design I’m going with is…(insert drumroll here)
It’s a lot simpler than my previous design, a bit less likely to go out of fashion I think.
So now I have to make up a business card and look at fixing up my portfolio. For the presentation of my portfolio, these are some of the ideas I had for presenting it. Just making up some type of little book that will display all of my work, keeping the design and layout really simple and either hand stitching or using an elastic band to hold it together. It’s a work in progress.
Have any thoughts / comments / questions, let me know 🙂
A bit earlier in the trimester we had a client come in wanting a logo and branding for a new company he was starting. The company is Kyra & Kenja, a women’s fashion accessory brand. The class was given a week to come up with some different logos and a moodboard for the company and then pitch it back to the client.
So this is the moodpboard I came up with
And my 3 final logos
In the end they went with one of the other students design, but that’s cool, that’s how it works sometimes. And the others students logo’s were great.
So, if you’re ever in need of a new handbag or some jewellery, be sure to check out Kyra & Kenja.
Another marketing tool – Porter’s 5 Forces. This tool can be used to identify and analyse the competitive forces that are shaping different industries. By knowing and understanding where the power lies in the industry you are entering, you can gain a competitive edge over the competition. These are the five forces:
1. Competition in the industry;
2. Potential of new entrants into the industry;
3. Power of suppliers;
4. Power of customers;
5. Threat of substitute products.
Again, using this tool for my cafe, this is what I’ve come up with (using a worksheet from mindtools.com):
And from this worksheet I have concluded the following:
- The competition in the industry is extremely high as there are numerous cafes, that are similar in style to Grinders Coffee House.
- The threat of substitution is strong because customers can choose to go to other cafes for their coffee.
- Buyer power is weak as there are a high number of them and they are a fragmented audience (customers vary). Therefore the industry (the cafes themselves) can set the price.
- Suppliers would have some power as there are a lower number of them in the market.
- The threat of new entry is medium. There are costs involved in setting up a new cafe, a lot of time to put into it and some specialist knowledge would be required.
- Investopedia – http://www.investopedia.com/terms/p/porter.asp
- Mindtools – https://www.mindtools.com/pages/article/newTMC_08.htm
Today we are looking more at marketing and the tools that can be used to improve your business. The first one is SWOT analysis. This is a good tool because it looks at your business’ strengths, weaknesses so you can understand them and then determine any opportunities that exist and threats you might be facing.
I found this website useful in developing my analysis and they had a handy worksheet too:
SWOT Analysis at mindtools.com
For my café, Grinders Coffee House, this is the SWOT analysis I developed:
- It’s a new and different café opening up — some people like to try new ones
- It’s new — can create hype of the new cafés grand opening
- Ethically sourced, good quality coffee
- Family based café
- Good customer service
- The café has little market presence or reputation
- Similar product range to other cafés
- New staff who will have to get to know each other well in order to create a good atmosphere
- Cash flow could be unreliable when café is first opened
- Cafés are very popular at the moment — booming market
- Location – key to building up regulars
- A place where people can come to relax
- Efficient ordering system with new technology (apps)
- Choosing a fair-trade coffee bean supplier (or sourcing a new one) and ensuring the workers are being treated ethically
- Competition of surrounding cafés
- Finding a suitable location where the café will thrive
- Funds needed to start the café
- Ensuring the café meets OHS standards before opening — cost of that
- Meeting government regulations
Just thought I’d give an update of my cafe project – Grinders Coffee House. We have about four weeks left until we have to have everything done and I think I’m on schedule.
If you didn’t see my other blog post about it, you can go have a read here. Anyway, here’s what I’m up to.
My final logo
And here’s a few of my deliverables (some still need a little bit more work)
I’ve finally chosen a slogan for my cafe. Are you ready for it? Brace yourself. Here it is:
Grinders Coffee House – the perfect blend of coffee and friends!
Another project I’ve been working on is the branding/signage for a new Salvation Army Family store that’s opening up in West End soon. It’s going to be called Salvos Hope Op Shop so if you live in Brisbane and love to go op shopping stay tuned (and follow them on Instagram – @SalvosHopeOpShop and Facebook at Salvos Hope Op Shop).
Some ads I’ve created for Facebook
Icons & Pattern (I have found out that it’s quite hard to create icons for bric-a-brac because what does that entail…so many things)
Signage (more to come)
There are a few more bits and pieces to do for this project too so keep an eye out.
Let me know what you think.