ABSTRACT
Behind any successful business is a strong brand. The same is true for coffee shops and cafés. Branding of an establishment means communicating a message through the food and beverages served, the building and interior, and the attitudes of the staff. The color choices, logo, media, and social media presence are also a big part of the brand. While some messages are carefully curated with professional help, others are less planned, while some are accidental. Still, all the messages conveyed constitute the brand. We live in a time when the economy is such that people seek more than a simple transaction; instead, they seek an engaging experience. Thus, the brand should consider the full patron experience from the online presence to the first visit and the eventual consumption of goods and services.
