Serving People Serving Coffee Since 2005
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I t's not easy to make a mark in the coffee industry, where a business's success or failure is often linked to the learning curve of the people running it. To stay rele- vant in an ever-changing market, a business's brand identity needs to evolve with the business. But how? Put simply, branding gives consumers a reason to choose. It identifi es your product and differentiates it from your competitors'. Those who understand this well know that successful branding is the art of aligning what you want people to think about your company with what people actually do think about your company. Businesses decide to rethink their brands for a whole host of reasons, both proactively and reactively. For instance, some companies will choose to rebrand to appeal to a new audience or market, or simply to stay rele- vant to current consumers. Others choose to rebrand in anticipation of future growth or to direct an expansion of their business. Alter- nately, some businesses are forced to rebrand by an event that challenges their existing brand, such as a merger or acquisition, legal issues, or trademark infringement. No matter the reason, successful rebrand- ing goes far beyond choosing a new name, de- signing a logo, or revamping a website. This time-consuming process requires a thorough evaluation of a business's core identity, its products, and its positioning. It necessitates strategic planning both to enrich customer relationships and to develop brand equity. Further, the success of a business hinges on knowing not only how, but when to rebrand. BRINGING A BRAND INTO ALIGNMENT When Nathan Quillo opened a coffee shop in his hometown of Louisville, Ky., over a decade ago, he had no idea Quills would become one of the most beloved roasters in the Southeast. From the beginning, the business grew organically: an idea here, a relationship there, all driven by a community of creative, talented professionals dedicated to the integrity of their craft and inspired by the collaborative effort. As a result, Quills experienced several growth spurts over the years, propelled by the expertise and passion of its staff and indus- try leaders. The family tree of Quills alumni is inarguably impressive, including Jesse Myers (Ruby Coffee Roasters), John Letoto (Greenway Coffee), James Tooill (Ally Coffee and former U.S. Cup Taster Champion), Emily Sill (Barista Parlor Golden Sound), and Brian Ensminger (Clive Coffee), just to name a few. However, last year Nathan began to notice the "bit by bit" methodology had produced a scattered brand identity. With the addition of several retail locations and a burgeoning wholesale program, Nathan felt the brand deserved the same level of care and sophis- tication that distinguished the company's coffee. "As I was contemplating our next round of expansion, it was clear to me that our company systems and roasting style had matured, but our brand had not. We had a good sense of design, but a poor sense of brand," Nathan says. Houston Miller, Quills' director of roast- ing, couldn't have agreed more about the timing of the rebrand. Houston's approach to roasting exemplifi es the Quills motto: Quality for all. "Sometimes you need to make an investment back into your product in order for others to notice what's been happening all along," he says. Quills was on the verge of a massive ex- pansion, including the purchase of a historic fi rehouse building in "NuLu," the booming East Market District in downtown Louisville, which will serve as the new Quills headquar- ters by summer 2017. The new location will include a fi fth retail shop, a 2,500-square-foot roasting facility with a custom W30A Giesen roaster, an SCA-certifi ed training lab, as well as a new home for the company's adminis- trative offi ces. Not only does Nathan look forward to hosting Q-grader training and exam courses lead by Jodi Dowell Weisser of Gather Coffee, he plans to piggyback on Lou- isville's bourbon trail roots, offering tours of the new roasting facility and partnering with local distilleries to provide an unforgettable culinary experience. Nathan teamed up with Studio Mast, a design fi rm in Denver, to bring a fresh set of eyes to the business. While Nathan has a R e 117 www.baristamagazine.com