Compete on your story!

Just how many coffee shops are there in London’s historic square mile? I wondered about this as I walked through The City on Tuesday morning, noting that most places - usual suspects like Starbucks and Pret as well as indies like Ozone and Rosslyn - were busy.

It’s a competitive market. So how do you stand out?

I got my coffee from Rosslyn at the foot of Tower 42 on Old Broad Street. On the wall is this poster which tells us of their origin story.

Rosslyn was founded in 2018 by Australian Mat Russell and James Hennebry, from Ireland. They say their brand is a blend of the hospitality styles of both countries: high standards and attention to detail of the great Aussie cafe culture combined with the warmth and hospitality of the great Irish pub.

Their ethos is lived out in their coffee shop. They do it well.

Many coffee shops miss a trick by not telling their story. As consumers we are none the wiser about where the idea came from or the mission behind the enterprise.

When we’re faced with so much choice, and where quality and customer service are a given, aren’t we more inclined to go somewhere where we feel like we know them? That we understand what they’re all about? Where there’s an emotional connection with the brand?

Regardless of the brand and industry - whether you’re in the uber competitive world of coffee or you’re in a B2B environment - there’s always an opportunity to stand out by COMPETING ON YOUR STORY.

Capture it, share it, talk about it.