Brand Tone

Aspirational and empowering, with a technical edge. It blends the enthusiasm of a hobbyist with the confidence of an expert. The voice is encouraging, knowledgeable, and positions the user as a capable creator, adapting between technical and results-oriented for brewing equipment, and lifestyle, freedom, and adventure for coffee makers.

Brand Values

• •Empowerment
• •Quality
• •Innovation & Convenience
• •Lifestyle & Enjoyment
• •Community

Best Practices

• •Create Segmented Messaging Streams: Acknowledge your different audiences. Use targeted language for your beer equipment on platforms where hobbyists gather (e.g., specific forums, dedicated email lists) and broader, lifestyle-focused language for coffee products on visual platforms like Instagram.
• •Unify Under the "Empowerment" Umbrella: Ensure all copy, regardless of the product, ties back to the core value of empowering the user. Phrases like "Take control," "Craft your own," and "Your recipe, your way" can be used across all product lines.
• •Develop a Brand Vocabulary: Create a list of on-brand words. For Guten Brew, this might include: Craft, Control, Precision, Quality, Brew, Create, Perfect, Simple, Your. Use these words consistently in all communications to build a recognizable voice.
• •Balance Technical Specs with Lifestyle Benefits: When writing about technical products like the beer brewer, always connect features to benefits. Instead of just "2500W Power," write "A powerful 2500W element for a faster, more efficient boil, getting you to the perfect brew sooner."
• •Maintain a Consistent Tone in Community Management: When responding to comments and questions, adapt the tone to the user. Be technical and detailed with a homebrewer asking about mash efficiency, and be friendly and inspiring to a user asking about the best coffee for their portable maker. The underlying voice should always be helpful and empowering.

Social Perception

Guten Brew is perceived differently by its two main audience segments: within the homebrewing community, it is seen as a serious contender, technical and savvy; for the general consumer on social media, it is perceived as a modern lifestyle brand focused on convenience and quality coffee. This dual perception presents a marketing challenge.

Copy Examples

• •Your Brewery, Your Rules. The Guten Brew All-in-One system turns your passion into perfection. Control every step, create any style, and start brewing award-winning beer from your own home.
• •Adventure is brewing. ⛰️ Don't let your location dictate your coffee quality. The Guten Brew Portable Maker is your barista on the go. Where will you take your brew? #GutenBrew #CoffeeAnywhere #PortableCoffee
• •From grain to glass... or from bean to cup. The best brew is the one you make yourself. Guten Brew makes it easy. #HomeBrewing #SpecialtyCoffee #DIY
• •Become the Brewer, the Barista, the Host.
• •At Guten Brew, we believe the best drinks are the ones crafted with passion. Whether you're mastering the art of the IPA or perfecting your morning espresso, our tools are designed to give you complete control and exceptional results. Welcome to the craft.