Can you describe a specific instance in your career where you played a key role in shaping or refining a brand’s positioning or identity? What was your contribution, and what did you learn?

Situation

While working as a marketing coordinator at a regional coffee chain, I noticed that our brand was perceived as ‘affordable but generic’ in customer reviews, which limited our ability to compete with premium international chains entering the market.

Task

I was tasked with leading a brand identity refresh project to elevate our perception while staying true to our local roots and affordable price point.

Action

I organized a series of co-creation workshops with loyal customers and baristas to uncover what they valued most about our brand. Using their insights, I refined our brand essence to ‘Everyday Indulgence, Locally Crafted.’ I then worked with a designer to update our visual identity with warm, artisanal cues and introduced storytelling elements on our packaging about the local farmers we source from. I also trained the front-line staff on the new brand story to ensure consistency in every interaction.

Result

Post-rebrand, our brand perception score for ‘unique character’ improved by 20 points in quarterly tracking, and we saw a 10% increase in average ticket size as customers traded up to our new premium blends without abandoning our affordable core.