Brand Tone

Friendly and Approachable, Passionate and Knowledgeable, Community-Oriented, Authentic and Down-to-Earth, Nostalgic/Legacy-Driven

Brand Values

• •Community
• •Quality
• •Craftsmanship/Artisan Roasting
• •Welcoming Atmosphere
• •Freshness
• •Local Connection

Best Practices

• •Embrace "Community First" Language: Always highlight the local connection, customer stories (with permission), and how the café serves as a neighborhood hub. Use words like "your," "we," "together," "neighbor."
• •Keep it Warm and Welcoming: Write as if you're talking to a friend. Use contractions, approachable questions, and a generally positive and inviting style. Avoid overly technical jargon unless explaining something specific where expertise is valued (like a brewing guide).
• •Share Your Passion Authentically: Let the genuine love for coffee and the craft of roasting shine through. Talk about the origin of beans, the roasting process, and taste profiles in an engaging, not snobbish, way.
• •Incorporate the "Dog" Theme Playfully (but don't overdo it): The brand name is a great asset. Use dog-related puns or phrases sparingly and appropriately to add personality (e.g., "Unleash the flavor," "Pawsitively delicious," "Your loyal coffee companion"). The "More Bark, Less Bite" motto is a good example.
• •Be Transparent and Human, Especially During Changes: The recent move and introduction of Småstad were communicated well. Continue this by being open about processes, sourcing (as appropriate), and the people behind the brand. This builds trust and reinforces authenticity.

Social Perception

Barking Dog Roasters is perceived as a beloved local institution in Sonoma Valley, cherished for its quality coffee, fresh pastries, and welcoming, community-focused atmosphere. Customers likely appreciate the personal touch, the brand's long-standing presence, and its role as a gathering place. The connection to dogs, implied by the name and often a feature of coffee shop culture, adds to a friendly and approachable image. The recent changes with the move and the introduction of Småstad Coffee Roasters signal an evolution, but one that intends to honor the original "mythos" of the brand.

Copy Examples

• •Instagram Post (Image: Sun-drenched patio of the new café): Our new Sonoma home is brewing! ☀️ We've poured nearly 29 years of community spirit and coffee passion into every corner of 981 Broadway. Come find your new favorite spot, sip on classic Barking Dog roasts, or try something new from Småstad. Same great coffee, fresh treats, and the Sonoma hospitality you know and love. #BarkingDogRoasters #SmastadCoffee #SonomaCoffee #CommunityBrewed #NewBeginnings
• •Facebook Ad (Targeting locals): Hey Sonoma! Your daily grind just got an upgrade. Barking Dog Roasters (and our new sibling, Småstad Coffee!) is your spot for that perfect cup, fresh-baked goodness, and a friendly face. Since '95, we've been more than coffee; we're community. Come say hi at 981 Broadway! #SonomaValley #LocalCoffee #FreshlyRoasted #MoreBarkLessBite
• •Product Description (For "Alpha Dog" Blend on website): The O.G. The one that started it all. Our Alpha Dog blend is a tribute to nearly three decades of Sonoma mornings and shared moments. Full-bodied, rich, with notes of dark chocolate and a smooth finish – it’s the taste of community, roasted with care, just like Peter (our founder) always envisioned. Taste the legacy. #BarkingDogAlphaDog #SonomaLegacy #ArtisanCoffee #SmallBatch
• •Email Newsletter Snippet (Announcing a new seasonal pastry): More than just great coffee, we're about those little moments of joy. This week, our bakers have whipped up a [Seasonal Pastry Name] that's the perfect partner to your morning brew. Made fresh daily, right here in the heart of Sonoma Valley. Come on by – your taste buds (and our team!) will thank you. #FreshBakes #SonomaTreats #BarkingDogCafe
• •Website "About Us" Excerpt (Updated for Småstad): Since 1995, Barking Dog Roasters has been Sonoma's gathering place, where the coffee is as warm as the welcome. Now, as we wag our tails into a new chapter at 981 Broadway, we're thrilled to introduce Småstad Coffee Roasters – a nod to 'small town' charm and our enduring commitment to you, our community. Expect the same passion for exceptional, artisan-roasted coffee and a space that feels like home. More bark, same great bite (and brew!).