Brand Tone

Authentic & Passionate, Friendly & Approachable, Family-Oriented & Personal, Quality-Focused & Informative, Playful & Creative

Brand Values

• •Freshness
• •Authenticity & Tradition
• •Quality
• •Customer Satisfaction
• •Perseverance & The American Dream
• •Community & Connection
• •Inclusivity

Best Practices

• •Always Emphasize Freshness and North American Production: This is a primary differentiator. Consistently remind customers why your stroopwafels taste better (i.e., not imported, made fresh).
• •Weave in the Founders' Story and Dutch Heritage: Bianca and Patrick's journey is relatable and builds authenticity. Mentioning the traditional recipe and Dutch roots reinforces the brand's unique selling proposition.
• •Use Warm, Friendly, and Slightly Playful Language: Mirror the approachable and passionate tone of the founders. Engage directly with the audience using questions and inviting them to share.
• •Highlight Quality Ingredients and Inclusivity: Mentioning Non-GMO, and the availability of gluten-free and vegan options appeals to a broader, health-conscious audience and showcases care.
• •Maintain Visual and Messaging Consistency Across Platforms: While adapting content for each platform's nuances (e.g., more playful on TikTok, more recipe-focused on Pinterest), the core messages of freshness, authenticity, and quality should remain consistent. Ensure a cohesive brand story is told everywhere.

Social Perception

Highly Positive, Authentic & Trustworthy, Superior to Competitors, Innovative, Support for Small/Woman-Owned Business

Copy Examples

• •✨ Taste the tradition! ✨ Bianca and Patrick left their home in the Netherlands with a dream: to share the freshest, most delicious stroopwafels with you. Made with a 200-year-old recipe and a whole lotta love, right here in North America. No stale imports, just pure, gooey, caramel goodness. Ready for a true Dutch treat? 🇳🇱❤️ #DutchWaffleCompany #StroopwafelLove #FreshIsBest #AuthenticDutch #FamilyBusiness
• •Tired of sad, stale stroopwafels? 😔 We were too! That's why The Dutch Waffle Company makes ours fresh in the USA, using a secret family recipe from the Netherlands. Experience the difference real ingredients and true passion make. Click to order your taste of Dutch happiness today! (P.S. Gluten-free and vegan friends, we've got you covered!) #Stroopwafels #MadeInUSA #DutchTreats #QualityIngredients #EatLocal
• •Forget everything you thought you knew about stroopwafels. Ours aren't just cookies; they're an experience. Imagine two perfectly crisp, cinnamon-infused wafers embracing a warm, buttery caramel center that melts in your mouth. Handcrafted in small batches using our treasured 200-year-old Dutch family recipe, and made right here in North America for ultimate freshness. This isn't just a snack, it's a little piece of Dutch heritage, delivered to your doorstep.
• •POV: You finally try a stroopwafel that’s ACTUALLY fresh! 🤯 That gooey caramel pull? That crispy waffle? Yep, that’s the #DutchWaffleCompany difference. Made with love by our Dutch family in Indiana! 🧇 #Stroopwafel #Foodie #TikTokMadeMeTryIt #FreshBaked #WomanOwnedBusiness
• •From our Dutch kitchen to yours, we're passionate about sharing the true taste of home. For years, Bianca brought suitcases full of stroopwafels to the US for her host families. Now, we bake them fresh for you, using the same cherished recipe and dedication to quality. Discover why fresh makes all the difference and bring a little 'gezelligheid' (Dutch coziness) into your day. Shop our latest batch!