Let’s assume that you simply have already taken the first steps in running a successful business. Your products or services are at the highest level, your funds are in order, and your brand is gaining popularity. Growth is definitely on the horizon at this point, but there are many things you may work on to take your emerging brand to the next level.
Over the past 35 years, I have been fortunate to work with over 40 growing firms, including QSR giants reminiscent of Chipotle, Jamba Juice and Jimmy John’s. I have seen some marketing growth strategies fail and others business growth plans that have seen brands skyrocket. As the current CEO of Bad Ass Coffee of Hawaii, an emerging coffee franchise specializing in 100% premium Hawaiian coffees, I can attest that leading the brand in its early stages is a once-in-a-lifetime opportunity to chart the long-term course of the business.
One sec Bad coffee from Hawaii I began my business in 1989, initially joined the brand as a consultant in 2017, and a few years later I helped found Royal Aloha Coffee Company. After taking on the brand’s assets, we began a comprehensive re-launch and reactivation of the brand in 2020. In the following years, we built a latest business infrastructure from scratch that doubled the variety of our stores – with over 100 more under development – and we saw our franchisees increase the volume of their stores by as much as 300%. This is a reflection of the attractiveness we have gained each as a brand and as an investment opportunity for small business owners. Our Bad Ass Coffee of Hawaii franchisees increase our company’s local visibility by providing exceptional products and services in our coffee shops. Nationally, our entire team continues to implement strategies and processes that strengthen our business as a team, as a brand and as a supplier of premium Hawaiian coffee.
Like countless other industries, the coffee market is incredibly saturated with high-quality products and well-loved brands. Finding a way to make your business stand out from the masses could be a challenge, but focusing on a few key goals will assist you to refine your brand and keep it consistent, regardless of how big your business gets. Here are four strategies that emerging brands must rely on if they need to transform into a standout concept:
Stay focused on one vision
Emerging brands need to be strategic because having long-term goals is an integral a part of what makes them “emerging”. While all firms have a clear mission regarding the products they supply and how their company can function, having defined goals sets a brand on the path to success. On the other hand, if a brand does not articulate goals, it’s going to be held back without a clear direction – it’s like Zig Ziglar saying: “If you aim at nothing, you will hit the target every time.”
Your brand vision should include two elements: a quality standard for your product or service that requires continuous improvement, and defining your ideal audience. The vision needs to be ambitious, but achievable and open enough to allow adaptation in pursuit of the goal. Each member of our “ohana” (family) is aligned with our overall vision, and we are comfortable if that vision needs to adapt to changing economic conditions or expand with latest ideas. At Bad Ass Coffee of Hawaii, we are focused on a clear but ever-growing goal.
Build a team of material experts
It’s necessary to understand that no one could be great at all the pieces. Just as your company needed to discover sectors where it could develop into an industry leader, you would like to do the same when considering your strengths and weaknesses as a leader. I all the time say that I would like people on my team who have “been there, done that, won the jersey.” Connect your team with independent experts who are aligned with the vision and have the ability to transform a specific aspect of your business into the best it may well be. It is necessary to create a community of execs with proven experience in a specific field – whether it is marketing, training + support or innovation.
Regardless of what level you are recruiting for, your recruiting strategy must take into account the long-term vision of your company. Treat each potential worker as an investment that can bring a variety of highly specialized skills to your company. Consider how your potential employees’ personality, ambition, responsibility and interests align with your brand vision and how their work experiences can support your company day-to-day and over the long run. Taking the time to invest in a strong team will give your company elusive strengths, further enriching the core of your brand.
Don’t be afraid of changes
An enormous mistake emerging brands can make is to be too opinionated about their actions. Being “emerging” implies that you are well on your way to achieving a set of goals, but have not yet achieved them. The pandemic is a perfect example of how quickly the landscape of any business can change overnight – we have all had to learn to adapt to change. Embracing change can open the door to latest opportunities that may grow your business in ways you never expected.
The one lasting and fast quality that every company must have is flexibility. Having a flexible business model will prepare you to adapt to latest consumer preferences, a changing economic landscape, and respond quickly when unpredictable challenges arise. When you stay one step ahead of any obstacles your business will inevitably face, you may solve problems more effectively. Set realistic expectations for how changes needs to be implemented and define metrics to measure their success while maintaining vision alignment.
Take responsibility
Ultimately, it is the quality of your team’s work that can make or break your business. Once you have assembled a team of material experts who are aligned with the vision of your emerging brand, you would like to make sure that each team member realizes their impact. Emerging brands provide opportunities for individuals to make a huge impact, so establishing a tradition of accountability is extremely necessary early on. For the way forward for your brand, you would like to set expectations for specific roles and outline key performance criteria to help keep team members on track.
Provide individuals with the tools and resources they need to perform their skilled responsibilities while creating a network that encourages excellence and collaboration. Create an environment of trust and give everyone the opportunity to provide feedback on how to improve. Recognize your team’s time and effort and have a good time the key achievements that move the needle forward. Let your team take ownership of their role and praise their contributions. As a business leader, it is your responsibility to invite your team members to be a part of the exciting process as your brand evolves from emergence to legacy.