Know-How Exchange : Branding

By "creating a regional brand" do you mean "creating a product name"?
Who are you trying to satisfy with this exercise? A client? Yourself? A prospective customer?
How do you know if what you've come up with is any good?

Forget about standard operating procedures and focus on first writing your brand story and then on writing your brand narrative.

The first one is about you, the second is about the people you serve.

Also bear in mind that although you think you are in the tea business, the reality is that you're in the data gathering business. Before you can build any kind of brand you must first know who you are messaging to, you must know what these people care about, and you must know why the things they care about are important to them.

Your product—tea—does not matter. What you sell is irrelevant. You may not think it is, but it is. What truly matters is the narrative your ideal prospects hear and how they react to it and what it means to them. In this connection you'll find the seeds to your success, not in brand paperwork.

No one outside your company cares about your standard operating procedures—these things have no substance, no meaning to the greater, long term meaning of your brand as it pertains to the self interests of your ideal buyers.

Craft your story.

Weave your narrative.

Be true to your roots.

What you have is a Brand Name and Tagline. How you approach the market and how you advertise your brand determine your Brand Positioning. Customers' reactions will, over some amount of time, determine what your brand actually means.
Find out what people want, tell them that is what you are selling, offer proof of that, and then sell it to them. That will get you farther (for a long time) than doing standard operating procedures.

Forget the "paperwork." Paperwork doesn't make money.

If your goal is to keep copycats from infringing on your brand name, create your own "brand police" to spot and identify the thieves, and then pay lawyers to file suit(s). Meanwhile, deliver against the benefit promise in your brand positioning statement and let the brand's marketplace success solidify your name.