Scott Brown, hospitality leader of seventeen years across ANZ, says his formula for building iconic brands is simple: “Create a team that delivers quality, value, and service, which equals excitement”. Here's how you can build a memorable brand experience within your business.

When we choose our favourite café for our daily coffee, brunch or takeaway treat, our expectations have surpassed just good quality. Using Scott Brown's formula for success, you can use it as a framework to deliver unique experiences in your own business.

1. QUALITY

Perfect your offering

Exceptional coffee quality, innovative products, efficient preparation and beautiful presentation of your food and beverages is the new standard in modern hospitality.

Setting standards for presentation and flavour goes a long way to build consistency in your business. Ensure customers leave with a strong sense of who you are.

At Allpress we have our Coffee Guidelines and Café Experience Guidelines to ensure our standards are consistent across all sites. Coffee drinkers know exactly what they’re going to get every time they walk through our doors.

Reach out to your local Allpress team to get a copy of our Experience Guidelines.

Dom Gattyrmayr, co-owner and operator of Florian and Juniper in Melbourne, recently spoke to us about how they've built brand based on quality:

"I think our approach to the food we offer, seasonality and produce-driven dishes means we can always offer new things and change things up to keep it interesting for our customers. We designed the shop to be warm and homey, so it definitely feels genuine and something we are proud of, not a sterile space."

Be selective with your suppliers

The brand partners you work with reflect and reinforce your values as a business – great people with great products.

At Allpress, we work with like-minded, premium suppliers who align with our ethos on flavour and quality. Working with strong, culturally relevant brands who are active in their communities helps strengthen your brand. Your team can be advocates for these brands and show their passion for the products they serve too.

Reach out to your suppliers and ask how their training can help educate and upskill your team. There's so much to learn about from suppliers that can ultimately enhance the customer experience.

Need help finding suppliers?

2. VALUE

Showcase your unique brand identity

What's the reason your business exists, outside of making money? Showcase these reasons every day to deliver a unique experience to your customers, creating value they can't find anywhere else.

At Allpress, our brand identity is rooted in People, Flavour and Innovation.

• People
  People are our core purpose. We're here to connect independent thinkers through a remarkable flavour experience.

• Flavour
  For over thirty years, we've been committed to creating flavour that is enjoyed all around the world.

• Innovation
  We're constantly looking for new ways to deliver on our flavour promise.

Take time to articulate your own brand identity. Inject this identity into every aspect of your business to create a sense of pride, motivate your team, and create a memorable experience for your customers.

Dom from Florian and Juniper mentioned:

“Having spent lots of time in cafés, we drew inspiration from what makes us enjoy a space and want to return to it. It's so important to be a customer in your own space and take time to reflect and change things. The atmosphere and service are just as important to us as the food and coffee”

Need help with value-based brand-building?

3. SERVICE

Is your business the kind of place you'd want to spend time at as a customer?

The customer experience

Your brand is delivered through your people. Creating a culture of purpose, engagement, and reward for your team drives them to be their best and do their best.

Your brand values should embody the feeling you want your customers to walk away with. This is found in those little things your staff do intuitively – using people's names, knowing their preferences or creating unexpected moments of delight, like a surprise dessert or a coffee on the house, just because a customer needs cheering up.

“Particularly with social media I think people overthink its importance, but what people return for is a friendly face and someone that might remember their name and coffee order, or even just go that extra mile for them to make something easier or more enjoyable" – Dom, Florian and Juniper

Your venue

Your design aesthetic, fit-out, staff uniforms, signage, website, and even the name of your café – your brand touches every customer who comes through the doors.

With a considered aesthetic and functional workflow, you can ensure customers leave with a strong sense of who you are. At Allpress, we work to ensure the feeling of walking through the door is the same, no matter what Allpress space you visit.

Ed Hatcher, owner of Alfred’s Apartments on the Gold Coast, has created a space he describes as a:

“Meeting point for all of our friends/family/area, just a nice place to link every morning and chat. No matter what’s going on in life, it’s a middle ground where all different types of people can connect and enjoy”

"Deliver quality, value, and service, which equals excitement"

Building a team that delivers on these pillars naturally showcases a business that is exciting to visit and be a part of.

If you need help with brand building in your business, reach out to our team.