{"id":6902,"date":"2013-09-24T23:35:52","date_gmt":"2013-09-25T03:35:52","guid":{"rendered":"http:\/\/herculiz.com\/dev\/?p=6902"},"modified":"2018-10-18T20:13:52","modified_gmt":"2018-10-18T20:13:52","slug":"dutch-bros-coffee-brewer-of-brand-personality","status":"publish","type":"post","link":"https:\/\/brandtwist.com\/blog\/advertising\/dutch-bros-coffee-brewer-of-brand-personality\/","title":{"rendered":"Dutch Bros. Coffee: Brewers of Brand Personality"},"content":{"rendered":"

The Dutch Bros. brand has built a solid and enthusiastic customer base and gives takeaways that any business can start using to build up their following.\u00a0<\/a><\/strong>\u00a0Read about guest blogger<\/a><\/strong><\/em>\u00a0Chris Garrett in his bio below. \u00a0<\/em>If you would like to be a guest blogger for BrandTwist contact Jamie@BrandTwist.com for more information.<\/em><\/em><\/p>\n

\"DutchBrosCoffee\"<\/a><\/p>\n

Founded in 1992 in Oregon, Dutch Bros. Coffee Company has become a giant in its market out West. As a simple drive-thru coffee stand, you wouldn\u2019t expect a fervent following of their brand. But drive for 5 minutes in downtown Boise, Idaho and you\u2019ll see a rash of Dutch Bros. bumper stickers gracing our cars. Out here, we love our Dutch Bros.- and here\u2019s why.<\/p>\n

WHAT’S THEIR ANGLE?<\/strong><\/p>\n

BRANDING SURFACES\u00a0<\/strong><\/p>\n

As a drive-thru, Dutch Bros. doesn\u2019t have the opportunity to use in-house branding like custom wall murals<\/a><\/strong>, floor runners, or signage that most other enterprises rely on. Instead, they have embraced the philosophy that everything is a branding surface, especially their customers. With an online store full of desirable merchandise bearing their logos and catchphrases, often geared towards the ski and cycling cultures popular in the West, Dutch Bros. hasn\u2019t had any trouble finding space on which to advertise.<\/p>\n

MULTIPLE SIMULTANEOUS CAMPAIGNS<\/strong><\/p>\n

Dutch Bros. has utilized a branding tactic of running more than one phrase and logo at one time. Normally, this could be a mistake, as too many marketing campaigns at once tend to muddy the message and make a brand less recognizable instead of more. Dutch Bros. makes it work by being trendy and using phrases and logos that are anything but generic.<\/p>\n

The popular Dutch Mafia logo doesn\u2019t even mention coffee- it\u2019s a shady-looking fellow holding a steaming cup. But everyone around here knows that it\u2019s Dutch Bros. coffee in the cup and everyone around here seems to enjoy putting this somewhat sneaky logo on their cars, bags, and clothing.\u00a0 Along with \u201cDutch Love\u201d and the new \u201cRebel\u201d line of energy drinks, the Dutch Mafia campaign has become something of an in-joke for people who know where to get the best coffee in town.<\/p>\n

POSITIVE MESSAGE<\/strong><\/p>\n

When you pull through a Dutch Bros. drive-thru, you can bet that you\u2019ll be greeted enthusiastically by a chipper employee. The overtly friendly attitude at every single Dutch Bros. location is a hallmark of their quality of service- it reflects the positivity and friendliness expressed in the Dutch Creed<\/a>.<\/strong> The owners advocate optimism, good will, and affability- all communicated through their employees.<\/p>\n

The abundance of positivity and the playful nature of their campaigns has garnered a rarely seen level of brand loyalty, particularly among the Millennial crowd who appreciates personality. The fact that Dutch Bros. is a Western company lends a feeling of community, despite their decidedly non-local spread from Arizona to Idaho. Their locations are locally owned and the main company engages in multimillion dollar contributions to charitable causes. It\u2019s hard not to root for them.<\/p>\n

WHY DOES THIS WORK?<\/strong><\/p>\n

The reason these approaches have proved so effective for Dutch Bros. is that they have sought out support from their community with genuine love and a quirky sense of humor, both important for reaching younger consumers.\u00a0 The feeling of easy humor and friendliness spans from their mission statement to their campaign designs to their employees to the kinds of swag they offer. They know their general audience and are making the most of the model they\u2019ve embraced.<\/p>\n

\u00a0HOW CAN WE LEARN FROM DUTCH BROS. COFFEE COMPANY?<\/strong><\/p>\n

<\/strong>The most concrete tool to take from the Dutch Bros. toolbox is the use of swag. The online store, full of higher-quality branded wares, is an extraordinary thing to pull off. What some companies would be giving away as promotional swag, Dutch Bros. is able to sell for profit. From the old-fashioned windmill on their cups to the new Rebel energy drink line they\u2019ve released, it\u2019s all presented artfully on swag you\u2019d actually want to own. Expand your brand in your merchandise by investing in some cool offerings that appeal to the younger generations.<\/p>\n

The most important lesson is cohesion.\u00a0 People are able to think of the Dutch Bros. brand as if there\u2019s one guy in charge of it all, and he\u2019s a pretty cool guy. Some brands suffer from multiple personalities, dissociating themselves from their campaigns or stretching themselves into too many directions. By following Dutch Bros.\u2019 example, you can learn to present multiple ideas across multiple mediums without losing track of your message.<\/p>\n

About guest blogger Chris Garrett:<\/strong><\/p>\n

Chris Garrett is a writer, designer, and branding consultant. He, like everyone else in Boise, loves Dutch Bros. On Twitter he’s @GiantGarrettArt.<\/p>\n","protected":false},"excerpt":{"rendered":"

The Dutch Bros. brand has built a solid and enthusiastic customer base and gives takeaways that any business can start using to build up their following.\u00a0\u00a0Read about guest blogger\u00a0Chris Garrett in his bio below. \u00a0If you would like to be a guest blogger for BrandTwist contact Jamie@BrandTwist.com for more information. Founded in 1992 in Oregon, […]<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17,21,22,24,27,28,30,31,101,253,341,148],"tags":[40,574,41,60,42,45,74,80,575,576,577,578,52],"class_list":{"0":"post-6902","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-advertising","7":"category-brand-culture","8":"category-brand-experience","9":"category-brand-implementation","10":"category-brand-personality","11":"category-brand-placement","12":"category-brand-strategy","13":"category-brands-that-twist","14":"category-customer-relations","15":"category-guest-bloggers","16":"category-packaging-2","17":"category-verbal-identity","18":"tag-brand","19":"tag-brand-ambassador","20":"tag-brand-building","21":"tag-brand-school","22":"tag-branding","23":"tag-brandtwist","24":"tag-business","25":"tag-business-building","26":"tag-chris-garrett","27":"tag-coffee","28":"tag-customer","29":"tag-dutch-bros-coffee","30":"tag-julie-cottineau"},"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/brandtwist.com\/blog\/wp-json\/wp\/v2\/posts\/6902","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/brandtwist.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/brandtwist.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/brandtwist.com\/blog\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/brandtwist.com\/blog\/wp-json\/wp\/v2\/comments?post=6902"}],"version-history":[{"count":1,"href":"https:\/\/brandtwist.com\/blog\/wp-json\/wp\/v2\/posts\/6902\/revisions"}],"predecessor-version":[{"id":16362,"href":"https:\/\/brandtwist.com\/blog\/wp-json\/wp\/v2\/posts\/6902\/revisions\/16362"}],"wp:attachment":[{"href":"https:\/\/brandtwist.com\/blog\/wp-json\/wp\/v2\/media?parent=6902"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/brandtwist.com\/blog\/wp-json\/wp\/v2\/categories?post=6902"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brandtwist.com\/blog\/wp-json\/wp\/v2\/tags?post=6902"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}