The first step in developing for the coffee collective would be to develop positive brand awareness and an association of the brand in consumers' minds to give the brand an identity.

The first step in developing brand image for the Coffee Collective would be to develop positive brand awareness and an association of the brand in consumers' minds to give the brand an identity.

Brand image refers to the image of the company that is painted in the mind of the consumer/future consumer. It is important to have positive brand awareness and that the consumer believes there is value within the brand they are going to purchase from. This is even more important when you are referring to a brand that has a lot of market competition like food, drinks, and/or coffee because there are many options, you want the consumer to pick yours.