Brand Tone

Authentic, Passionate, Educational/Informative, Warm & Approachable, Quality-Conscious, Ethical & Responsible

Brand Values

• •Quality
• •Tradition & Heritage
• •Sustainability
• •Transparency
• •Community
• •Authenticity
• •Direct Trade

Best Practices

• •Develop a Brand Voice Guide: Document the key elements of your tone (authentic, passionate, educational, warm, quality-conscious, ethical) with examples of "do's and don'ts." Share this with anyone creating content.
• •Always Lead with Your "Why": Remind your audience of your core values – the family farm, sustainability, direct trade, and passion for quality – in various ways across your communications. This reinforces authenticity.
• •Tell Stories, Don't Just Sell Products: Weave narratives about the farm, the people, the process, and the Guatemalan origin into your copy. This makes the brand more relatable and memorable.
• •Be Specific and Descriptive: Instead of generic terms, use vivid language that appeals to the senses when describing your coffee's aroma, taste, and the environment it comes from. This showcases your expertise and the quality of the product.
• •Engage Genuinely: When responding to comments, questions, or reviews, maintain the warm, approachable, and informative tone. Personalize responses where possible to show you value your community.

Social Perception

A premium, artisanal coffee provider. Trustworthy and transparent due to their direct farm-to-cup narrative. Ethically minded and environmentally conscious. Knowledgeable and passionate about coffee. A brand that offers a genuine connection to the source of their coffee.

Copy Examples

• •Instagram Post (Image: Sun-drenched coffee cherries on a branch): From our Guatemalan highlands, kissed by the morning sun. Each cherry is a promise of the rich, nuanced flavor that generations of our family have perfected. This isn't just coffee; it's our heritage, brewed for you. ✨ #ElQuetzalCoffee #FarmToCup #GuatemalanGold #SpecialtyCoffee #SustainableFarming
• •Website Homepage Banner Text: El Quetzal Coffee: Taste the Tradition. Directly from our family farm in Guatemala to your cherished ritual. Experience the true essence of specialty, shade-grown coffee.
• •Product Description Snippet (for a new medium roast): Meet 'Aurora Blend' – as gentle and promising as the dawn over our Finca El Quetzal. This balanced medium roast offers notes of milk chocolate, toasted almond, and a hint of citrus. Cultivated with care, roasted with passion. Discover your new morning favorite.
• •Email Newsletter Subject Line: A Story in Every Sip: News & Fresh Roasts from Finca El Quetzal (Body Snippet): This month, we're celebrating the hands that harvest our beans. Learn more about the incredible team at El Quetzal Estate and explore our latest micro-lot, bursting with the unique flavors of our volcanic soil...
• •Facebook Ad Copy (targeting ethically conscious consumers): Looking for coffee that truly makes a difference? At El Quetzal, our beans travel directly from our sustainable, bird-friendly farm in Guatemala to your cup. Support ethical farming, taste exceptional quality. Learn our story and shop now.