What sets you apart?

Liza and I sometimes get in a rut when we meet. We typically go to the same coffee shops for morning meetings and regurlarly visit the same old haunts during lunchtime. Admittedly, we like routines, and it’s also convienient for both of us to meet in certain areas at certain times…not that there’s anything wrong with that.

But I was pleasantly surprised when someone suggested I meet them at Liquid Highway – a Greenville-based coffee shop that I had never experienced before – this morning.  I got there a few minutes early and started to read the paper with my tall brew in hand.  And when the rest of my party got there, we ordered shots at 9 in the morning!  (They are actually yummy, great-way-to-start-your-day espresso shooters.)


What a great way to break the ice while getting a little extra caffeine into your system. Not only does Liquid Highway allow you to take shots before noon, but every cent of profit after taxes supports medical clinics, missionaries and schools around the world.  Essentially, by supporting the local business, you are also helping other communities in need.

You know, there are a bazillion coffee shops out there – one on every corner it seems. And I’m sure you’ve read articles that contain practical marketing tips where the author tells you to it’s crucial that you differentiate yourself from your competitors. They might even ask you the question, “What makes you so different from the rest of the bunch?” Well, I think Liquid Highway can answer this question in a heartbeat.

What comes to your mind when you think of organizations that have done a great job in building their brand? Do you know of companies that rise above the rest because they have a unique story to tell? Tell us about it! (And if you stop in to try an espresso shooter at Liquid Highway, let me know what you think!)


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