Lessons on Leaning Into Your Branding From Bettys Tea Shop

Author : ferinurfauzi
Publish Date : 2021-05-23


Lessons on Leaning Into Your Branding From Bettys Tea Shop

For everything else, there’s MasterCard — MasterCard.
Diamonds are forever — De Beers.


To the above list of perfect business taglines I add the following:
Making life lovelier since 1919 — Bettys.
Bettys is a small tea shop in northern England turned national powerhouse of tea and coffee distribution. They have excellent cakes, delightful teas, and in 2019, £227.4 million in sales with £15.8 million in profits according to Insider Media

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How does a café founded by an immigrant orphan who only ended up in the north of England because he boarded the wrong train become so successful?
Consistent, persistent, creative, comprehensive branding.
The Bettys empire today consists of six Bettys Café tea rooms, a bakery, a cooking school, a mail-order shop, and the sister company Taylors of Harrogate which produces tea and coffee.
My first experience of Bettys was at their flagship café less than 48 hours after arriving in England for the first time on a three-year stay. The tea room lived up to everything I had ever dreamed England would be. Elegant, refined, pricey yet accessible, the pot of loose leaf tea with its matching little jug of milk and strainer to catch the tea leaves instantly reminding me I wasn’t in Kansas anymore.
Everything was just so. It was so much more than a quick jolt of caffeine and sugar. Bettys was a quintessentially British experience complete with continental elegance.
I live far away from Bettys tea room now but not so far I can’t order treats online. My box arrived yesterday with a simple brochure that immediately brought me back to the tea room last visited more than a decade ago.
A Bettys brochure that arrived with the author’s order.
Screenshot by the author
Making life lovelier since 1919. What a brilliant tagline! It does exactly what a tagline should do, capturing the essence of the brand in a few simple words. All across the brand from the tea rooms to mail order to Taylors tea and coffee, Bettys is about elevating the everyday to the special through accessible bits of luxury.
“We’ve been making delicious treats for over 100 years because we think a little luxury makes life lovelier — and it seems you do too,” reads the booklet included with my order.
The copy throughout the booklet maintains a friendly, dare I say lovely tone. Instructions for freezing and how quickly various treats must be consumed are interspersed with charming asides making one feel like the package arrived from a loving Nan.
“Bettys treats are difficult to resist so you may also wish to hide them from prying eyes and hungry mouths. Until the time is right of course.”
“When you are ready to enjoy them, let them defrost gently at room temperature for at least five hours. Distract yourself with a good book to resist the temptation to have a nibble.”
“These treats can’t be frozen — you’ll simply have to eat them quickly. What a pity!”
As I write this, I’m sipping my Yorkshire Gold Tea. Tea and coffee are a big part of the Bettys world. In the 60s they acquired the Harrogate-based tea and coffee company Taylors. While Bettys was committed to maintaining the specialness of its cafes by not expanding a physical presence outside of Yorkshire, through Taylors its beverage empire reaches not just every part of the country but worldwide as well.
According to Insider Media, ‘Taylors of Harrogate had a 21.7 percent share of the filter, cafetière, and espresso coffee market” while its flagship tea line, Yorkshire Tea, has “an annual value share of 28.7 percent”
The Taylors branded products, like the Bettys side, highlight accessible luxury. A recent advertising campaign introduced the tagline, “Where everything is done proper.” Yorkshire Tea advertising is consistently creative and cheeky while upholding the sense that Yorkshire Tea is a normal part of everyday life, but also something a bit above ordinary.
Check out the Yorkshire Tea YouTube channel for a delightful array of ads that entertain while remaining totally on-brand. Spots include a hilarious imagining of a return to work with an extremely long spouted teapot for socially distanced tea pouring and actor Sean Bean greeting trainees with a rousing speech worthy of Lord of the Rings or Game of Thrones.
While you would expect a skinny white boy rapper pushing a tea trolley to be an absolute disaster, ‘BLESSED ARE THE TEAMAKERS’ — office tea rap is a brilliant piece of commercial art. As is The Tea Song, which begins with a young woman suggesting to the boyfriend she has just broken up with that a cup of tea will make everything better. She bursts into a song claiming tea will help in almost every situation including serious injury, 17th-century duelers, and a zombie invasion.
In This is Brewtopia a factory worker waxes poetic.
“Ask instead how a humble Yorkshire-based tea company can become the epicenter of all things proper. Why we choose the square tea bag and follow that star however hopeless, no matter how far from Harrogate it may take us.”
The homepage of Yorkshire Tea leans into the “proper” branding.
Yorkshire Tea website.
Screenshot from 
“We go to great lengths to make tea properly — from tasting 1000s of teas a day, to thinking about the water you’ll brew it with at home. We’ve built close relationships with brilliant tea gardens which share our love of fairness, flavour and quality, and we trade in a way that respects people and planet. Why? Because it makes a proper difference.”
Bettys may be over 100 years old but it has stayed current and continued to grow, change and adapt to the times throughout its history. Young companies and entrepreneurs can learn a lot from this grand dame of British tea time.
What makes you distinctive? Why should someone choose your product? How do you convince people your product is high quality and worth paying a little bit more for?
Bettys has been making life lovelier since 1919. Yorkshire Tea does things proper. What makes your brand special



Category :advertising

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