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How to Create a Successful Brand Experience for Your Coffee Shop
Team Offbeat | 31 May

Last week Offbeat Creative visited the Clerkenwell Design Week Festival and dropped in to an inspiring talk, ‘Designing Magic in Hospitality’, by Seymourpowell’s CEO, Adrian Caroen. From interactive technology to magical design installations, we share some top tips for creating a successful brand experience.

  1. Perception

The brand experience is defined as the Interaction that people have with a product, service or organisation. The perception of a brand includes everything from smell and taste to a customer’s emotional response. During the CDW talk, Adrian Caroen highlighted the importance of the customer’s arrival, the junction between what they have experienced previously and what they are experiencing now. The idea is to bridge the gap then guide and encourage them to think differently to create a memorable, cohesive brand experience.

  1. Connection

A brand identity should be relatable, creating a lasting personal connection. It’s about translating the brand message and making customers feel a certain way. Seymourpowell successfully implemented this idea at Heston Blumenthal’s restaurant, ‘The Fat Duck’. The phrase, ‘like a kid in a candy store’ was their inspiration to create an experience based on nostalgia and memories, conjuring feelings of joy and delight. Encouraging customer engagement, a coin was gifted to every guest whereby they would receive a sweet at the end of the meal. This type of interaction can help to forge meaningful experiences and relationships that ultimately boost loyalty and, in turn, sales.

  1. Authenticity

Customers are looking for more than value, quality and convenience; they want values, authenticity and transparency. From serving Fairtrade coffee and locally-sourced produce to hosting community workshops, give back to your local community to be seen as an ethically and socially aware brand. In addition to this, Adrian Caroen highlighted the fact that we are all too quick to jump straight to digital experiences, reiterating the importance of a more physical and sensory approach. Encourage real experiences where customers can interact with your establishment as well as the community to create a truly honest and memorable brand experience.

By Charlotte Anderson

Opening a coffee shop or restaurant and need advice on brand or interior design? Let’s discuss your concept at hello@offbeatcreative.co.uk or call 020 7060 3121