After attending industry consultant Josh Rosenberg‘s enlightening session at the 2025 NAMA Show, I’ve become increasingly aware of the **critical role branding** plays in securing top vending and micro market accounts. His discussion on the challenges of **securing prime locations** resonated deeply, particularly for smaller operators striving for growth and recognition in a competitive landscape. Prior to our company’s branding overhaul, the best spots seemed perpetually out of reach.
Branding: The Great Equalizer
Many newer operators expressed doubts about the feasibility of investing in branding and establishing a digital presence. Yet, my experience tells me that for businesses aiming to succeed and secure better locations, **branding is not optional—it’s essential**. A well-crafted brand strategy can serve as the **great equalizer** in a crowded marketplace.
As highlighted in a notable Forbes article, Kristopher Jones, the founder of LSEO, emphasizes that **branding builds trust**—an indispensable asset for any operator hoping to collaborate with larger locations.
Building Trust
“Trust from your audience is one of the most important things you can have as a business, but gaining that trust isn’t always straightforward. A brand lacking key elements can significantly hinder a company’s ability to build credibility,” says Jones. Without a strong branding strategy, you have **very little to showcase** about your business.
Consider this: if given the choice, would you trust a business with clear, professional branding over one that appears unpolished? Branding not only helps potential customers gauge your credibility but also clearly communicates what they can expect from your business. **Investing in your brand signifies your commitment** to professionalism and quality, something potential clients will undoubtedly notice.
Your Digital Footprint Matters
Rosenberg wisely pointed out, “The journey starts before you sell. 84% of buyers say customer experience is as important as product and service. But in our industry, we don’t always act accordingly. Buyers typically engage with three to five pieces of content before they speak to a salesperson. They’re finding you before you find them. **What is your digital footprint?**”
To outperform the competition, Rosenberg stresses the need for operators to invest in **digital marketing**. “Look at your digital expenditures—your brand, your company, yourself—through the same lens as any capital investment. Each dollar should generate a return on investment.”
These days, our buyers are not just older generations; they grew up in a digital landscape dominated by platforms like **Facebook, Instagram, and LinkedIn**. Engaging with them online is essential. Post-pandemic, traditional outreach methods are less effective, so being visible and approachable online is crucial for success.
A Game Changer for Gourmet Coffee Services
Implementing a **strong branding focus** truly transformed my company’s trajectory. By partnering with a boutique firm akin to Rosenberg’s Forward Thinkers, we adopted various targeted strategies to position our brand as a dominant force in the competitive Southern California market. Our action plan included:
- **Pay-per-click advertising**
- A monthly **digital newsletter**
- Promoting our **private label**
- Robust **social media presence** on platforms like LinkedIn, Facebook, and Instagram
- Engaging in **cause marketing**—our “Our Brew for a Cure” initiative garnered attention and employee pride
- Marketing materials that mirrored our revamped **website content**
- Hosting **special client events**—from happy hours to wine tastings and sporting events
- Implementing **digital remarketing** strategies—though simpler than what Rosenberg and his team offer
- Establishing a cohesive **micro market brand**—“Venue Fresh”—that resonated with clients rather than simply slapping logos on coolers. We knew we had succeeded when prospects began asking for a “Venue Fresh” market in their companies.
As phone calls flooded in from promising prospects, there was a newfound certainty about our credibility as a supplier. This branding initiative also reenergized our team, instilling confidence in everyone from sales reps to route drivers.
If you’re an operator hesitant about investing in brand-building activities, let me assure you: **building a strong brand might be the most vital step you can take** towards long-term success.
