Go From Chasing Customers To Building a Coffee Brand That Creates Demand
A FREE, 5-day email course breaking down the exact framework you need to define your brand, attract the right customers, & build a coffee business that creates its own demand.
What You'll Get
By the end of five days, you'll have a clear picture of why your brand may not be working — and a concrete direction for fixing it.Specifically:Clarity on the real problem. Most founders come in thinking they have a marketing problem. By Day 1, you'll know whether that's true — and what to address instead.A customer-first lens. You'll be able to tell the difference between messaging built around your coffee and messaging built around your customer — and why only one of them drives sales.Language that sets you apart. You'll know how to identify the specific words and claims that make your brand the obvious choice, instead of another voice in a crowded category.A tighter target. You'll understand why narrowing your focus creates more demand, not less — and how to define the specific person your brand is built for.A working definition of positioning. Not branding. Not identity. Positioning: the strategic foundation that every logo, tagline, and campaign either sits on or falls through.
After five days, you'll know how to walk into any retail buyer conversation with a validated concept, a clear point of difference, and a brand strategy built to support the placement you earn.
Is this for me?
If any of these sounds like you:
✔️ You believe in your product but can't answer why a buyer should choose it over what's already on shelf✔️ You have capital to invest and no clear launch strategy yet✔️ You want retail placement that you've earned — not one you got lucky on✔️ You're trying to avoid the mistakes that kill coffee launches before they ever gain traction✔️ You want a great product to become a retail-ready brand — by getting the strategy in the right order
The Coffee Brand Blueprint was built for you.
Access the Coffee Brand Blueprint now:
What's inside…
5 daily email lessons
one positioning mistake per day, with exactly what to do instead
Real brand teardowns
a 30-year Maine roaster, a coastal Australian roaster-retailer, a coffee equipment company, and a coffee lid manufacturer, each showing where positioning broke down and how it got fixed
The three Brand Blueprint questions
the questions every founder must answer before hiring a designer or writing a word of copy
The proof-vs.-promise framework
the distinction that separates coffee brands that grow from ones that grind
A category language audit
the words quietly making your brand invisible right now, and how to replace them with language that actually belongs to you
Access the Coffee Brand Blueprint now:
About the author
I'm Darleen Scherer, the coffee brand strategist who's helped coffee founders move from a product with no clear reason to exist to a brand retail buyers make room for.Some of my achievements include:• Founded Gorilla Coffee in Brooklyn, NYC's first third-wave roaster-retailer, secured Whole Foods Northeast placement, and licensed the brand in Japan• Launched category-first RTD products to market, including the first shelf-stable black cold brew in the US and the first Middle Eastern-inspired coffee RTD• Repositioned Taylor Lane to unlock Costco NorCal after five years of rejections, 200% wholesale growth in 18 months, and Whole Foods regional expansionAnd now, you can learn everything I know for free.
Access the Coffee Brand Blueprint now:
Done! Your first Coffee Brand Blueprint lesson is on the way.
Look for an email from Darleen Scherer in the next minute or two.Just a heads up: Emails hide in Promotions sometimes. If that happens, drag it to Primary so you get all the 5 lessons.See you there!