Brand Tone

Authentic & Passionate, Community-Focused & Caring, Knowledgeable & Expert, Ethical & Purpose-Driven, Positive & Uplifting

Brand Values

• •Quality
• •Community
• •Impact & Generosity
• •Education
• •Integrity & Transparency
• •Passion

Best Practices

• •Lead with Impact, Support with Quality: Always try to weave in the "greater good" mission, but ensure it's backed by genuine enthusiasm for the coffee's quality, origin, and flavor. The purpose shouldn't overshadow the product, but complement it.
• •Use Warm, Inclusive, and Passionate Language: Words like "passion," "care," "community," "discover," "share," "support," and "delicious" should be staples. Avoid overly technical jargon unless explaining it clearly for educational purposes.
• •Be Specific About Your Giving: Instead of vague statements, name the charities and, where possible, the specific impact (e.g., "supports animal welfare," "helps feed families"). This builds trust and authenticity.
• •Tell Stories: Share stories about the coffee origins (if ethical sourcing is a key point), the roasting process, the people behind the brand, and the impact of the charity partnerships. Storytelling creates connection.
• •Maintain an Educational Yet Approachable Voice: Offer tips, insights, and information about coffee in a way that empowers customers and enhances their appreciation, without making them feel uninformed. Celebrate the journey of coffee discovery.

Social Perception

Highly Respected, Ethical & Trustworthy, Premium but Accessible, A Local Champion, More Than Just Coffee

Copy Examples

• •Headline (Website/Social): "Sip with Purpose. Every Bean, A Better Tomorrow." Body: "At Greater Goods Roasting, exceptional coffee is just the beginning. We pour our passion into every roast and a portion of every bag into our Austin community. Discover flavors that delight and a mission that inspires."
• •Product Description Snippet (for a specific coffee supporting a charity): "Meet 'The Good Boy Blend' – a rich, comforting brew with notes of dark chocolate and toasted almond. More than just a delicious start to your day, every bag helps support our furry friends at Austin Pets Alive!. Great coffee, doing greater good."
• •Social Media Post (Instagram/Facebook): "Fueling your day and our community! ✨ We're proud to partner with [Specific Charity Name], dedicating a portion of our [Specific Coffee Name] sales to their incredible work. Learn more about how your coffee choice makes a difference via the link in our bio! #GreaterGoods #CoffeeForGood #AustinCommunity #EthicalCoffee"
• •Email Newsletter Subject: "Fresh Roasts & Fresh Hope: See What's Brewing at Greater Goods" Excerpt: "This week, we're not only highlighting our award-winning [Coffee Origin/Name] with its exquisite notes of [Flavor 1] and [Flavor 2], but also celebrating the impact we've made together with [Charity Partner]. Your support tastes good, and does good too!"
• •About Us Snippet (Short Version): "Greater Goods Roasting: Award-winning coffee, passionately roasted in Austin, Texas. We believe in the power of coffee to connect, inspire, and give back. Join us in our journey from bean to brew, and help us make a difference, one cup at a time."