Brand Tone

friendly, authentic, and enthusiastic

Brand Values

• •Authenticity
• •Quality & Freshness
• •Customer Delight & Connection
• •Family & Tradition
• •Innovation & Versatility
• •Community & Giving Back
• •Woman-Owned Business

Best Practices

• •Embrace "Enthusiastic Authenticity": Always let the genuine passion for stroopwafels and the family story shine through. Use warm, inviting language. Think "sharing a beloved secret" rather than just "selling a product."
• •Highlight "Freshness & Quality" Keywords: Consistently use terms like "freshly baked," "made in the USA," "authentic recipe," "high-quality ingredients," "non-GMO" to reinforce these core differentiators.
• •Foster a "Community of Lovers": Address customers with affectionate terms like "Stroopwafel lovers" or "friends." Encourage interaction, user-generated content (like recipes or photos), and sharing experiences with specific hashtags (e.g., #DWCLove, #DutchWaffleMoment).
• •Keep it "Personal and Relatable": Continue to weave in the family and woman-owned business aspect. Share behind-the-scenes glimpses or stories that connect with the audience on a human level. This builds trust and loyalty.
• •Balance "Tradition with Playful Innovation": While honoring the authentic recipe, showcase the fun and creative ways to enjoy stroopwafels. Use an upbeat and slightly playful tone when suggesting new uses or highlighting new products like the pie crust, inviting customers to experiment.

Social Perception

that of a company offering a superior, authentic, and lovingly made product, backed by a genuine family story and commitment to quality

Copy Examples

• •Headline: Taste the Tradition. Love the Freshness. Body: Forget stale, imported stroopwafels! At Dutch Waffle Company, we bake our authentic Dutch treats right here in the USA, using a 200-year-old family recipe. Experience the perfect, gooey caramel and crisp waffle like never before. It’s more than a cookie, it’s a moment of pure delight. #DutchWaffleLove
• •Headline: Your Coffee’s New Best Friend. Body: Elevate your coffee break with the warm, caramel embrace of a Dutch Waffle Company stroopwafel. Made with love and the finest ingredients, it’s the authentic Dutch experience your mug has been missing. PS: Try our stroopwafel pie crust for your next baking adventure!
• •Headline: From Our Dutch Family to Yours. Body: It all started with a suitcase full of stroopwafels and a dream to share our beloved Dutch tradition. Today, our woman-owned business crafts every waffle with passion, delivering freshness and authentic flavor straight to your door. Taste the story. Taste the love.
• •Headline: Not Just a Stroopwafel, It’s an Inspiration! Body: Yes, they’re amazing with coffee! But have you tried our stroopwafels in s'mores, as an ice cream topping, or as the base for an incredible cheesecake? Our versatile treats, including gluten-free and vegan options, are ready for your culinary creativity! Share your creations with #DWCCreates.
• •Headline: The Secret’s Out: Fresher is Better! Body: Why settle for stroopwafels that have traveled months to reach you? Dutch Waffle Company bakes them fresh in the US, delivering that authentic, soft, caramel-filled goodness the Dutch intended. Taste the difference real freshness makes.