Brand Tone

Aspirational & Trendy, Quality-Conscious & Artisanal, Community-Focused (but also exclusive), Modern & Minimalist, Friendly & Welcoming (staff interaction), Slightly Understated Cool

Brand Values

• •Quality
• •Community
• •Aesthetics & Design
• •Experience
• •Consistency

Best Practices

• •Visual Harmony: Ensure all photography and videography align with the established modern, minimalist, and high-quality aesthetic seen on Instagram. Visuals should feel bright, clean, and inviting.
• •Elevated yet Approachable Language: Use descriptive and slightly sophisticated language when talking about products (e.g., crafted, curated, savor) but keep the overall tone welcoming and not overly pretentious. Avoid overly casual slang unless it aligns with a specific TikTok trend.
• •Spotlight Community (Subtly and Authentically): While community is a core value, avoid generic platitudes. Instead, showcase it through images of people genuinely enjoying the space (if privacy allows and it feels natural), highlight local partnerships (if any), or use captions that speak to shared experiences and neighborhood connection. User-generated content can be powerful here.
• •Consistent Hashtag Strategy: Utilize a mix of branded hashtags (e.g., #CommunityGoods, #CommunityGoodsNashville), location-specific tags (#GermantownNashville, #NashvilleCoffee), and relevant broader tags (#SpecialtyCoffee, #MatchaMoment, #CafeCulture).
• •Engage and Respond Authentically: When interacting with comments and messages, maintain the friendly, quality-conscious tone. Respond to inquiries promptly and professionally. Show appreciation for positive feedback and address concerns thoughtfully.

Social Perception

Trendy Hotspot, High Quality but Pricey, Worth the Wait (for many), Instagrammable, Associated with Celebrity Culture (mostly LA, but image carries over), Aspirational Gathering Place

Copy Examples

• •Sip into the season. Our new [Drink Name] is crafted with the finest [key ingredient 1] and a hint of [key ingredient 2], capturing the essence of [season/feeling]. Your new ritual awaits in Germantown. #CommunityGoods #NashvilleCoffee #SpecialtyCoffee
• •Your neighborhood escape. Quality coffee, good company, and a space designed for connection. Find your focus, catch up with a friend, or simply savor the moment with us. #CommunityGoodsNashville #GermantownVibes #NashvilleCafe
• •More than just a bite. Our [Food Item, e.g., Breakfast Sliders] are made with love and the best ingredients because we believe in goodness you can taste. Join the community that knows. #CommunityGoods #NashvilleEats #WorthTheHype
• •It's not just coffee, it's Community. We're proud to be your Germantown hub for connection, conversation, and, of course, exceptional coffee. See you soon. #CommunityGoodsFam #NashvilleLocals #SpecialtyGoods
• •From bean to cup, quality is our language. We obsess over the details so you can enjoy the perfect brew, every time. Experience the Community Goods difference. #CraftCoffee #NashvilleCoffeeScene #CommunityGoodsQuality