Finding Your Coffee Brand’s Tone of Voice

A tone of voice for a coffee brand is a bit of an unusual concept when you first start out. 

I found when I first started out on my own however that when I read back some of the content that I was producing it didn’t sound at all like I wanted it to and it didn’t sound like me. 

At the time my audience was pretty small (I’m talking about my Mum and a few others) so it was a great place to practise and really hone in on my tone of voice and it has changed over the years.

However it’s an important element of any coffee brand and can help you build strong relationships and cut through the noise.

In the world of coffee, there are countless examples of businesses with strong brand voices, from sassy and fun to sophisticated and smooth. 

As I explored different approaches, few key elements like consistency, connection to my target audience, and distinguishing my brand values became my guiding principles. 

Armed with an inspirational brand tone of voice examples and practical know-how, you’ll be more prepared than ever to craft the perfect tone for your coffee brand.

Your Coffee Brand’s Personality

Your Brand’s Character

When you start a coffee business, whether it’s a cafe or a coffee machine distributor, finding a brand personality is essential. 

This reflects your character, values, service and style of communication which are important for any business that is starting out or growing. 

First off, I would list your coffee business’s core attributes. These are things like who you are, what the business is all about, your values and your ethics. 

Even just writing these things down, you’ll start to see a tone of voice coming through.

Your Audience and Customers

Aligning the brand’s personality with your target audience plays a crucial role in establishing a connection with customers. 

Underneath where you have written about your core attributes, start listing who your typical audience and customers are/will be. 

If you already have an existing coffee brand you can pull data from places like meta ads manager, Instagram Insights or Google Analytics

If you’re just starting out take your best guess at attributes like age, gender, location, employment and income.

List down in as much detail as you can your audience and customers 

Your Coffee Brands Personality

This is an important step to take as sometimes it’s easy to have a head full of ideas. By writing everything down like this you’ll be able to clearly visualise who you are and who your audience is which becomes easier to make a decision on your tone of voice. See how to create imagery for your coffee brand.

Crafting Your Voice

Language and Vocabulary

When I set out to create a coffee brand voice, the first thing I focus on is the language and vocabulary that will resonate with my target audience. 

I think about words and phrases that are approachable, friendly, and reflective of the coffee culture. 

Here’s an example of how I would approach this for a city centre cafe that is looking to attract a commuter crowd that want to enjoy a quality coffee on the go:

  • Using familiar coffee terms like “brew,” “roast,” and “bean”
  • Including adjectives that describe the taste and aroma of coffee, such as “smooth,” “bold,” or “rich”
  • Embracing informal language and contractions, like “we’re” instead of “we are”

Do Use

Don’t Use

Brew, roast, bean

Coffee blend, variety, profile

Smooth, bold, rich

Refined, intense, full-bodied

How’s it going? What can I get you!

How may I assist you today?

Tone and Consistency

Maintaining a consistent casual tone throughout your coffee brand’s communication is essential for creating a cohesive brand identity. 

To make sure you stay on track, use the following guidelines:

  1. Be conversational: Approach any audience as a friend who loves coffee just as much as they do, using casual language and a warm tone.
  2. Show some personality: Let your love for coffee and excitement about your coffee brand shine through in your writing. This includes using casual words and phrases like “cheers” and “grab a brew.”
  3. Maintain consistency across channels: Make sure your casual tone and vocabulary are consistent across all of your communication platforms, including social media, your website, and customer service interactions.

Achieving the right tone for your coffee brand voice is essential to connecting with your target audience. 

By focusing on casual language and vocabulary, and maintaining a consistent tone throughout, you can create a strong brand identity that appeals to coffee lovers everywhere.

Implementing Your Tone

When I was working on finding a tone of voice for all of my coffee brands it was essential to focus on a couple of aspects, my team maintains this tone and how it comes across in my content.

Your Team’s Tone of Voice

To ensure consistency in your brand’s tone of voice, you’ll need to make sure your team understands the casual tone and how to use it in their communications. 

Here’s a simple plan to train your team:

  1. Hold a workshop: Set up a time to gather everyone and introduce the brand’s tone of voice. Provide examples and explain the rationale behind choosing a casual tone.


  2. Create guidelines: Develop a document that outlines our brand’s tone of voice, including examples and instructions on how to use it in different contexts.


  3. Schedule regular check-ins: Set up monthly meetings to review the casual tone in our brand communications and address any questions or feedback from the team.


Content Creation Tips

When it comes to creating content for my coffee brand, I’ve found a few tips that help maintain a consistent, casual tone.

  1. Write as if speaking to a friend: Think about how you’d chat with a close mate and try to replicate that casual vibe in your writing.


  2. Use contractions: Incorporating common contractions like “I’m,” “won’t,” and “it’s” can make the content feel more relaxed and conversational.


  3. Keep sentences short and simple: By avoiding overly complex sentences, you’ll help ensure the content is easy to understand and comes across as more informal.


  4. Inject personality: Adding a touch of humour or a personal anecdote related to coffee can help showcase the casual sincerity of your brand.

Evaluating and Evolving

Customer Feedback

As your coffee brand develops, it’s essential to listen to what your customers have to say and their general vibe. 

Their feedback can be a valuable source of information to help fine-tune your brand’s tone of voice. 

You can gather feedback through various channels like social media, reviews, and customer service emails. 

By paying close attention to what customers like or dislike about your tone (which may be sometimes quite subtle), you can make the necessary adjustments while maintaining consistency in the overall messaging.

For example, if I find that many customers are appreciating the humorous side of my brand, it’s a sign that they enjoy a more casual and entertaining tone while engaging with my company. 

On the other hand, if customers feel that the communication is too informal, I may need to strike a better balance between maintaining a casual tone and remaining professional.

Brand Voice Adjustments

As trends shift and the market changes, your coffee brand’s tone of voice might need adjustments as well. 

As I previously mentioned, customer feedback plays a vital role in identifying areas where your brand can be improved. 

However, it’s important to keep track of industry trends, competitors, and any changes in the target audience’s preferences to stay relevant.

Some of the elements I consider when making adjustments are:

  • Using or avoiding specific terminology
  • Adopting a more friendly or serious tone
  • Emphasising my brand’s innovations or sustainability practices
  • Adjusting the level of formality
Coffee Brands Voice Adjustments

By incorporating customer feedback and embracing changes in the coffee world, your coffee brand can continue to resonate with the target audience and reflect the identity you wish to portray.

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