Brand Tone

Welcoming & Friendly, Community-Centric & Caring, Enthusiastic & Positive, Authentic & Genuine, Service-Oriented

Brand Values

• •People First (Love People)
• •Quality Coffee (Love Coffee)
• •Community Engagement
• •Exceptional Customer Service
• •Integrity & Respect
• •Legacy & Tradition

Best Practices

• •Embody "Love People. Love Coffee.": Ensure every piece of copy, from social media captions to in-store signage, reflects this core mantra. Prioritize warmth, care, and a genuine passion for both the product and the customer.
• •Maintain a Conversational and Approachable Voice: Write as if you're speaking to a friend or a valued member of the community. Use positive language, welcoming phrases, and a friendly demeanor. Avoid overly corporate or impersonal jargon.
• •Spotlight Community and Connection: Regularly feature stories about local partnerships, customer interactions (with permission), and staff members. This reinforces the brand’s commitment to being more than just a coffee provider.
• •Be Consistent Across All Platforms: Whether it's a tweet, an Instagram story, a Facebook post, or website content, the tone should feel consistently like Durango Joes. Create simple brand voice guidelines for anyone creating content.
• •Engage Authentically: When responding to comments or messages, do so with the same warmth and friendliness expected in-store. Personalize responses where possible and show genuine appreciation for customer feedback and interaction.

Social Perception

Local Favorite & Community Hub, Friendly & Great Service, High-Quality Products, Community Contributor, Positive Atmosphere, Growing & Innovative

Copy Examples

• •🍂 Fall in love with our new [Seasonal Drink Name]! Crafted with [key ingredients] and a whole lotta Joes love. It's like a warm hug in a mug. Come grab yours and let us add a smile to your day! #DurangoJoes #FallForJoes #LovePeopleLoveCoffee #SeasonalSips
• •More than just coffee, we're about community. This month, we were thrilled to partner with [Local Charity Name], helping to [briefly explain impact]. Because 'Love People' isn't just a motto, it's how we brew things differently. ❤️☕ #DurangoJoesCares #CommunityFirst #MakingADifferenceTogether
• •Your daily Joes just got more rewarding! ✨ Download the Durango Joes app to order ahead, pay seamlessly, and earn points towards FREE treats. More smiles, more coffee, more easily! Get the app today! #DurangoJoesApp #CoffeeRewards #LegendaryService
• •Meet [Employee Name], one of the amazing faces behind your favorite coffee! [He/She] always serves up a smile and makes sure your day starts right. Thanks for being part of the Joes family, [Employee Name]! #TeamJoes #LovePeopleLoveCoffee #BaristaLove #DurangoCommunity
• •What's your go-to Durango Joes order that never fails to brighten your day? Share your favorites below! 👇 We believe everyone deserves a great cup of coffee and a warm greeting, every single time. #MyDurangoJoes #CoffeeLove #DailyRitual