The Top-Ranked Coffee Shop
Branded illustration by Q&A Creative spotted at Wayne & Freda.
It’s another Sunday afternoon, and I’m Googling, “best coffee shops near me.”
The options load and I begin scrolling through the results. “4.7 stars, 392 reviews” — excellent! I swipe through the images that people have uploaded. The environment is aesthetically pleasing, they have a great espresso machine, photos are being shared of their latte art, and there is a selective menu visible in the background. All good signs. Finally, I click the website link for good measure. Just what I expected: aligned branding and a landing page that is simple, yet compelling. I see that they serve a notable coffee brand on the bar that I’m familiar with. What’s not to love? I’m sold, and in less than a minute I’m already navigating to the coffee shop. I probably didn’t even bother to investigate any additional results, aside from (maybe) the second one.
This scenario isn’t an uncommon occurrence for me. The process of elimination when choosing which coffee shop to visit is always the same. I believe the best coffee shops in the area say a lot about the community that resides there. I want to experience what it’s like to be a local. The atmosphere, the scents, the sounds, the tastes, the merch, the people — everything coincides at the nearby coffee shop. Is it tranquil and reserved, or is it bustling and exciting? I want to know, so I do my research. If a result doesn't have a website or a strong brand identity, my subconscious brain convinces me that they don’t value investing in their customers and therefore have mediocre coffee. To be fair, that may be untrue, but I’m not consciously thinking that deeply at this point.
A lot goes into establishing the credibility that will rank you first on Google, but if we reverse engineer the process before a single review is submitted, what attracts visitors? The brand. Branding is a clue that triggers a reaction to the excellence of a product or service. Many people don’t even recognize that they are making these snap judgements. The first impression your guests receive is the visual representation of your business in the world. The reviews only come after the guest’s experience lives up to the perception they have of your brand. In other words, you deliver on the expectations that you planted in their minds. Trippy.
On the opposite hand, many shops don’t even rank on the first page of Google. In this case, they are underperforming due to a lackluster online presence and a website that is either confusing or completely nonexistent. Unfortunately, I see this a lot in the hospitality industry. The guest’s experience doesn't start at the door — it starts online. That’s why branding is so important.
Imagine owning a business that values its customers' experience from first impression to “See you next time!” You’ve probably had that experience yourself at your favorite local establishment. For them, it all began with a vision to elevate their community and a conversation with a designer that could help them get there.
I’m a brand strategist and identity designer for gathering spaces and the Andy Warhols of the hospitality industry. Andy earned his stripes by pioneering an emerging art movement. I work 1:1 with industry shakers who are unafraid to forge new paths and challenge social norms. If that’s you, let’s jump on a call and discuss your next soon-to-be top-ranking business venture.