Brand Positioning Strategist

Given the information you've shared, here's a brand positioning strategy tailored for your new coffee brand, aiming to highlight its unique value proposition of sustainably sourced beans and aiming to create a perception of a premium, eco-friendly coffee brand.
Defining Your Brand Identity: Leverage your unique value proposition of using sustainably sourced beans to define your brand identity. Use this as the cornerstone of your brand story, positioning your coffee brand as a responsible, conscientious choice for coffee lovers.
Target Audience Engagement: Connect with your target audience of eco-conscious coffee drinkers by sharing stories about your fair-trade practices and the farmers you work with. Highlight how choosing your brand contributes to sustainable agriculture and supports farmer communities.
Differentiating from Competitors: Differentiate your brand from competitors like Starbucks and local coffee shops by emphasizing on your commitment to sustainability and fair trade, something that not all competitors may offer. Ensure your messaging conveys that your brand delivers both quality and sustainability.
Building a Premium Image: Reinforce the image of a premium brand by focusing on the quality of your beans and the unique flavors they offer. Share information about where your beans come from and why they result in superior tasting coffee.
Communications Strategy: Utilize your marketing communications to consistently highlight your USP. For instance, your website, social media, and packaging can all showcase your commitment to sustainability and fair trade.
Partnerships and Collaborations: Partner with other eco-friendly businesses or organizations to reinforce your commitment to sustainability. This not only strengthens your brand image but also widens your reach to like-minded potential customers.
Customer Testimonials and Reviews: Encourage satisfied customers to share their experiences. Positive reviews and testimonials can reinforce your premium positioning and give credibility to your claims of sustainability.
By positioning your brand around your commitment to sustainable, fair-trade practices, and premium quality, you'll appeal to eco-conscious coffee drinkers and set your brand apart in the premium coffee market. This strategy should be adjusted and refined over time as you receive feedback from your customers and observe the activities of your competitors.