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 you?
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:
A sneak peek of what's inside…
Day 1: Why positioning comes before the brand build
You will know exactly why skipping this step costs founders $20K–$50K in rebuilds — and what to do before you spend a dollar on assets.
Day 2: How to build a brand around your customer, not your coffee
You will understand the difference between proof and promise — and how to lead with the one that actually drives sales.
Day 3: How to say something no other specialty brand is saying
You will walk away with a clear picture of why generic language makes you invisible and how to find the specific language that makes you the obvious choice.
Day 4: How to build a brand that pulls the right people in
You will see why narrowing your focus is what creates real demand — and how to define the specific someone your brand is built for.
Day 5: What brand positioning actually is (and why a logo is not it)
You will know the difference between brand identity and brand positioning, why positioning is the foundation everything else sits on, and what to do next.
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!