vida e caffe - Obrigado!
- Dean Tanya
- Apr 12, 2022
- 4 min read
Updated: May 25, 2022
vida e caffé is synonymous with good coffee, a great atmosphere, energized "Passionistas" and living up to their brand "Life and Coffee Since 2001".
Since the very first store opened in Kloof Street, Cape Town, Vida's main focus was to make a great espresso and to introduce something new to the South African coffee market, which would not combine consistently good quality coffee but also add inimitable barista energy. This was a goal they soon achieved.
Vida is a perfect example of brand contact and is an example of a brand with an effective brand contact management system. Vida owes its success to its customer-centric approach which ensures that consumers have an amazing experience every time they visit any store across the country.
Vida is honestly one of the few brands I can think of that truly understands the value of internal marketing.
Let's look at look at the brand contact process and internal marketing initiatives within Vida.
1: Brand Contact Points:
Product points of contact
Vida does an excellent job of displaying their logo and name in their stores, on their cups, mugs, sandwich paper packaging, uniforms, etc. The logo and colours are always prominent.
(Source: vida e caffe)
Service points of contact
The one thing besides good coffee that truly stands out at a Vida, is the "people facing" points of contact. Their "passionistas" are always happy and energetic, ready to serve the customer. Vida believes that what makes its people so passionate is the brand's devotion to developing potential.
(Source: vida e caffe)
Planned point of contact
The brand planned points of contact are through its website and social media pages. They are also strategic brand partners with Discovery Vitality.
Unplanned points of contact
Vida is effective in their unplanned points of contact. Not only is word of mouth a good way they attract new customers into the store but the vibe. The staff is one of the many stand-out features of the Vida brand and has been a vital role in getting things right. Grant Dutton said in an article that "people love the fact that when you put a tip in their tip glass, they all do some kind of chant".- this is the exact unplanned point of contact I'm referring to.
2: Primary Contact Points:
The primary brand contact points for Vid is its service contact point. This is the most common touchpoint as every customer needs to go through this part before placing an order in store.
3: Most important contact points:
Vida's first, last and frequent contact points are fairly similar as all involve encounters with the highly energetic and friendly"passionistas" - whether it be the way they say hello or the cheerful chants as they say goodbye. The first contact point also includes the customer experiencing the smell of freshly brewed coffee and perhaps even a delicious toastie or quesadilla in the sandwich press. The customer will also take in a whole lot of red and the prominent logo sits proudly on the wall behind the counter. (Source: vida e caffe)
The "passionistas" play a vital role in any Vida store as they engage with the customers in a lively, positive, and friendly manner, always conveying the brand's message of "Life and Coffee". This is where internal marketing plays a vital role and Vida's ‘shoesies’ (trainees) spend at least three months in training to become expert baristas.
We equip them with the tools and knowledge to thrive, empowering every single trainee to succeed in a customer-centric environment - vida e caffe
Impact contact point
The below image is self-explanatory, as Vida's app offers customers 5% back in rewards to spend on their return visits to the store. The app makes it easy for the customer to "order ahead", ensuring your coffee is ready and waiting when you walk into a store which saves you time.
(Source: vida e caffe)
4: Brand contact cohesion strategy:
Vida has created an effective and cohesive brand contact strategy. Vida has managed to ensure that the brand's purpose and promise, brand identity, and values are all relayed to the consumer through the various contact touchpoints identified above.
"At the core of everything we do are our people. Our Passionistas work tirelessly to ensure that you get to enjoy your life & coffee moments each and every day. Obrigado to them!"
5: Managing the brand contact cohesion strategy
Vida has successfully managed the brand contact cohesion strategy across both "Leadership and management" and "Employees".
A successful brand also needs strong and innovative leadership and a good attitude towards its staff, and in this case, its baristas, who I have referred to as "passionistas" throughout my blog because they have a passion for what they do.
Vida spends a lot of time finding and training staff and sees the training and development of staff as key to maintaining its position in the market. "Staff training takes a lot of time," says Grant Dutton, managing director at Vida. "We look for personalities, for the big smile. We like our staff to enjoy their work because that shines through."
Bold branding, and excellent coffee made by chirpy, smiling"passionistas" combined with consistency in brand quality, are proof that a great product served in a vibey atmosphere is a winning combination. Vida does an excellent job to ensures that it delivers on its brand's purpose and promise through each of its brand contact points.
May they continue to be an inspiration to all brands out there on how it should be done!
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