• Brand differentiation has always been a key part of specialty coffee. Companies emphasise their commitment to quality, sustainability, craftsmanship, and consistency to retain customers and attract new ones.
• However, rising inflation rates and record-high green coffee prices are forcing businesses to reassess their strategies.
• Simultaneously, market competition has intensified, prompting producers, traders, roasters, and coffee shops to find new ways to stand out.
• Navigating this process independently can be challenging, which is why brands choose to work with specialist coffee marketing agencies.

When looking to buy a bag of coffee or visit a café, consumers can choose from dozens of brands that offer what they’re seeking. Ultimately, the business they decide on will likely be the one that best communicates its value proposition.

In this context, effectively building a coffee brand that stands out and leaves a positive impression on consumers becomes increasingly important.

However, companies can often miss out on these opportunities if they lack professional guidance to effectively position their brand and foster consumer loyalty.

To learn how to create a coffee brand with a defined identity, a powerful narrative to connect with its customers, and a strategy that drives profitability, I spoke with Danu Pedreschi at Making Bulla and Ratibor Hartman, a Panamanian producer at the Mi Finquita project.

You may also like our article on why roasters should consider diversifying beyond coffee.

Coffee is a highly competitive market

With demand for higher-quality coffee on the rise and brands seeking new ways to stay competitive, a challenging environment is emerging that forces companies to differentiate themselves from their peers.

“The intense competition in the coffee sector is no coincidence; it’s a natural consequence of more informed, more demanding consumers who want authentic experiences,” says Danu, a barista and the CEO of Making Bulla, a marketing agency which specialises in coffee.

“Today, people are no longer just looking for a cup of coffee; they are seeking a unique experience,” she adds. “They’re looking for stories, transparency, and a connection to origin.”

Cultural shifts in coffee consumption are emerging in many markets around the world, and companies must properly understand them to remain relevant to their customers.

“On one hand, coffee has ceased to be a commodity and has become a product with emotional value,” Danu says. “On the other hand, new generations demand traceability, sustainability, and purpose from brands.”

Although these demands may be perceived as a challenge, they can also be viewed as an opportunity. Identifying these consumer trends is a key step in visualising future market scenarios and designing strategies to capitalise on them.

While many brands are currently vying for the same customers, only those that manage to build a powerful narrative, differentiate themselves with solid strategies, and genuinely connect with their consumers will endure. 

“That’s our mission at Making Bulla: to help coffee brands not only survive in this landscape of competition, but also shine, grow, and expand their markets,” Danu tells me.

How to differentiate your coffee brand

Specialty coffee consumption has proliferated in almost all corners of the world over the last few decades. The National Coffee Association’s latest NCDT report found that the number of US citizens drinking specialty coffee in the past day has increased dramatically between 2020 and 2025. For every 100 cups of coffee consumed, 59 are specialty and 41 are traditional, representing an 18% increase over the five-year period.

Meanwhile, in Europe, specialty coffee consumption is also steadily increasing, including in less established markets. Between 2013 and 2021, the number of specialty coffee shops and roasteries in Romania increased from only three to more than 120, while Hungary is now home to over 150 specialty coffee businesses.

Ultimately, this means the need to stand out only intensifies.

“In such a dynamic market, everyone is looking for positioning and profitability, and to achieve these goals, it’s important to differentiate yourself,” says Ratibor, a producer of ultra-fine specialty coffee in Panama. 

“To do this, the first step is to understand the industry. This will allow us to segment the audience and focus on a specific niche, and we must thoroughly understand their needs and expectations to satisfy them.”

In a demanding market like specialty coffee, quality is no longer a differentiating factor; it’s a prerequisite.

“What sets us apart is our philosophy and our promise of value to the customer,” says Ratibor.

Brand differentiation then opens up opportunities to discover new niches. Trends have shifted, and new segments are emerging that coffee businesses can capitalise on.

“For example, some people seek certified organic coffee, while others go further and want their coffee to be bio-friendly with recyclable packaging,” Ratibor tells me. “There is even a pet-friendly segment willing to buy coffee and make a financial contribution to support the coffee farmer’s pets. It’s all about finding the opportunity to differentiate ourselves.”

Differentiation has become the bridge that connects what a brand is with what its consumers want to feel and experience. It’s not just about having an aesthetically pleasing logo or attractive packaging; it’s about building a solid identity that communicates purpose, values, and the consistent coffee experience the customer will have.

“In a saturated market, differentiation isn’t an option; it’s a matter of survival,” Danu says. “If a brand doesn’t have a clear narrative and a message that makes it unique, it becomes just another brand in the consumer’s mind, and among hundreds of options, the easiest thing to do is choose based on price.”

She explains that Making Bulla, which has been working in marketing for over a decade, helps brands differentiate themselves efficiently by developing three strategic points:

• Clarity of purpose: Defining what the brand stands for and why it exists
• Powerful storytelling: Telling stories that build loyalty and resonate with customers emotionally
• Smart execution: Delivering the message to the proper channels through creative and consistent campaigns that have a positive impact

Effectively building or refreshing a coffee brand

Building or rebranding a coffee company can’t be based on improvisation. Instead, it’s a strategic process that must incorporate the identity of the farm, the producer, and the overall brand, along with an understanding of the market it aims to tap into.

“A brand is successfully renewed or built based on a comprehensive strategy that takes into account brand identity, customer value proposition, segmentation, marketing, and contact channels,” Ratibor explains.

“Working with Making Bulla has been key to clearly defining brand objectives, diagnosing what has worked for us and what we need to change, and, above all, how to convey and communicate my value promise to customers clearly,” he adds.

Meanwhile, Danu highlights that a successful coffee business is often built on three aspects:

• Brand DNA: Discovering and defining the history, purpose, and values that make it unique
• Visual and narrative identity: Translating the brand’s DNA into a coherent visual and verbal language that appeals to consumers
• Visibility and growth strategy: Design a marketing plan to develop proper channels, with creative campaigns and consumer experiences that drive sales

Brand refreshing typically involves the same process, but with a thorough analysis of its current positioning to identify key points where it needs to evolve.

“The result of this work is a company that connects with consumers emotionally, generates trust and loyalty, differentiates itself from the competition, and is ready to compete on the global stage,” says Danu. “It’s not just about having quality coffee, but about building a brand that conveys that quality in an effective way.”

Why working with experts is essential

Producers, traders, coffee shops, and roasters often face the dilemma of whether to hire a marketing agency to guide and advise them on brand management or to undertake this work independently. In many cases, the latter can be challenging.

“I already know I have honed my coffee-producing skills; that’s what I specialise in,” Ratibor tells me. “I also have a solid understanding of the basics of marketing, but to be truly successful, I need to work with an agency with specialised professionals.”

Seeking expert support and guidance is often a strategic investment that enables a brand to establish a strong presence with current and potential consumers.

“Building, renewing, and managing a brand requires vision and experience,” Danu says. “At Making Bulla, we translate the passion of producers, roasters, and baristas into businesses that generate awareness, loyalty, and sales. 

“Efficiency lies in strategy: when a brand knows exactly who it’s talking to, what it’s saying, and where it’s saying it, every resource invested acts as a value multiplier.”

Brand perception is vital for any coffee company; it’s the customer’s first experience with your value proposition. In the short term, it generates trust and facilitates purchasing, and in the long term, it builds reputation and loyalty.

A strong brand sells credibility, purpose, and expertise. This translates into increased purchase frequency, willingness to pay for quality, and sustained growth. 

Effective brand building is a powerful tool that, when used appropriately with expert guidance, can help accelerate business expansion, ensuring it remains profitable and relevant over time.

Enjoyed this? Then read our article on how producers can drive quality in specialty coffee.

Photo credits: Making Bulla

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Please note: Making Bulla is a sponsor of Perfect Daily Grind.

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