Best Practices for Brand

Company Profile Business Name: Java Been Business Address: 681 Real Ave, Columbus, Ohio 43215 Email: [email protected] Tel: 555-123-4567 Company History: Founded just under three years ago, Java Been is now a bustling café. With its high ceilings and “found space” appeal, the café has come to host exhibitions, meetings, and local bands. It has become an integral part of the arts revival community that has taken root in the old factory mill buildings along the river. Mission: Spread the love and appreciation of quality coffee and quality living to all customers and beyond. Vision: The owners take pride in their community, striving to provide a creative space with gourmet coffee, tantalizing baked goods, and music to inspire the artist’s soul. Current Logo:

Primary Customer Demographic: Throughout the day, self-employed and remote workers enjoy a focused space away from home to get in a few productive hours. At night, the space comes alive with artists, student study groups, and everyday people just looking to enjoy a cultured night on the town. During these evening activities, the café offers a variety of beverages, as well as light food offerings, allowing customers to enjoy a community activity. Specifically, the café was able to collect the following demographics on their customers:

Consumer Attitudes: Customers have quickly embraced Java Been, and the café has acquired a dedicated customer base. Returning customers have expressed their appreciation for the quality coffee and locally sourced baked goods. In response, the café has expanded their “specialty drink” offerings with monthly specials, priding themselves on their creativity and focus on farm-to-table ingredients. Returning customers have also expressed their love of the arts and interest in developing a sense of community, so Java Been has provided artists a space to share their work by hosting various art exhibits and musical acts. The main feedback from customers that do not return to Java Been is that the service is too slow, the drinks take too long to make, and the drink options are too complicated. Competitors: Java Been is located in downtown Columbus, Ohio. The city is bustling with cafés, and there are three cafés within a two-block radius of Java Been. One café is part of a chain of cafés, and focuses on providing coffee at a quick pace so customers may grab their drinks and continue on with their days. The second café focuses on roasting their own coffee beans and selling the packaged beans to the public, and the third café is located within a bookstore.