Ep3: Finding a Calming Moment with Caffeine - With Tara Duncan
In this episode, Vivian Perez chats with Tara Duncan, founder of Urban Calm Coffee, who shares her journey from an unfulfilling job to creating a coffee brand focused on the experience of having coffe.
Available on Spotify and Apple Podcast
In the latest episode of Resilient as Fk!*, Vivian Perez sits down with Tara Duncan, founder of Urban Calm Coffee, to explore the journey of creating a brand that goes beyond the product. What started with a simple brainstorm on a beach has blossomed into a brand that brings calm into every cup. Feeling unfulfilled in her work, Tara wanted to make a meaningful shift—and that desire evolved into a coffee brand centered around providing a calm, grounding moment.
Tara shares the importance of staying connected to her brand vision and how every decision, from packaging to color choices, is part of the bigger picture. She dives into the challenges she faced, like testing new ideas at markets to gauge customer responses and the resilience it takes to push forward, even when things don’t go as planned. In her words, “Passion is only going to take you so far. When you’re at a market, it’s 35 degrees, and nobody’s buying—can you still keep going?” This episode offers a raw look at the reality of building a brand with purpose.
Key Takeaways from the episode
Create a Brand Experience, Not Just a Product
Tara emphasizes that a successful brand goes beyond the product itself. For Urban Calm Coffee, it’s about providing a calming experience within an energizing ritual. Building an emotional connection with customers helps make the brand memorable and impactful.
Align Every Decision with Your Brand Vision
From the colors used to packaging design, every element of Urban Calm Coffee was chosen to reinforce its calming, grounded brand identity. Keeping each decision aligned with your brand vision ensures consistency and makes your brand feel authentic and intentional.
Listen and Adapt Based on Customer Feedback
Tara highlights the importance of learning from her customers. Testing new ideas and paying attention to customer responses allowed her to refine her products and messaging, ensuring that Urban Calm Coffee meets real needs and resonates with its audience.
Stay Resilient Through the Challenges
Building a brand is a journey filled with ups and downs. Tara’s story underlines the need for resilience, reminding us that challenges are inevitable, but staying committed and adaptable is what enables growth and long-term success.
Memorable Quotes
On Building a Brand Experience
“It’s not just about the product. It’s about the feeling you get with this product... It’s more than just coffee; it’s the calm moment it brings.”
On Resilience in Business
“Passion is only going to take you so far. When you’re at a market, it’s 35 degrees, and nobody’s buying—can you still keep going?”
On Making Decisions Aligned with Brand Vision
“Every decision, from the packaging to the colors, had to be part of the bigger picture... It’s about creating a vibe that resonates.”
On Listening to the Market:
“I’ve literally gone to markets just to try something completely new and see if people respond to it... I can usually tell pretty quickly if it’s hitting the mark or not.”
Closing Thoughts
Tara’s journey with Urban Calm Coffee shows us the importance of defining a purpose and ensuring that every decision, from product development to packaging, reflects that purpose.
A strong brand strategy doesn’t just guide the choices you make; it connects you with your audience on a deeper level, ensuring that what you’re creating resonates with the people you want to reach. Aligning your brand with your goals and vision enables you to build something meaningful, authentic, and impactful. If you’re starting out or redefining your brand, take the time to clarify what you want to create and how you want it to connect with others—this clarity will be your foundation through every challenge and triumph ahead.
Have a story of your own “epic f* up” that turned into a triumph?
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