Brand Tone

Passionate & Enthusiastic, Knowledgeable & Educational, Approachable & Friendly, Quality-Conscious & Confident, Slightly Playful & Direct

Brand Values

• •Quality
• •Freshness
• •Passion for Coffee
• •Customer Empowerment/Education
• •Authenticity & Transparency
• •Community
• •Ethical Sourcing

Best Practices

• •Embrace Passion and Authenticity: Let the genuine love for craft coffee shine through in all communications. Share the story, the process, and the "why" behind the brand. Andrew's personal involvement is a key asset here.
• •Prioritize Freshness & Quality in Messaging: Consistently highlight the commitment to high-quality beans and, crucially, the freshness of the roast. This is a core differentiator.
• •Be Approachable and Educational (Not Snobby): While showcasing expertise, avoid jargon that alienates beginners. Frame advice and information in a friendly, helpful way. Think "coffee lover to coffee lover."
• •Inject Personality & Humor (Especially on Visual/Younger Platforms): Don't be afraid to be playful and direct, particularly on platforms like TikTok. Relatable content and a bit of humor can make the brand memorable and engaging.
• •Speak Directly to the Home Brewer's Aspirations: Focus on how "I Prefer Craft Coffee" helps customers achieve their goal of making excellent coffee at home, easily and enjoyably. Use "you" and address their pain points (stale coffee, confusing choices) and desires (great taste, fresh aroma, the joy of brewing).

Social Perception

Positive Regard for Quality and Freshness, Seen as Knowledgeable and Passionate, Trustworthy, Engaging and Relatable, Customer-Focused

Copy Examples

• •Headline (Website/Ad): "Stop Tolerating 'Meh' Mornings. Unleash Real Flavor with Coffee Roasted Yesterday, Delivered Today. That's the I Prefer Craft Coffee Promise."
• •Social Media Post (Instagram - with a high-quality image of beans/brew): "Tired of coffee that tastes like… well, disappointment? ☕️ We get it. That's why we obsess over every bean, every roast, ensuring your home brew is nothing short of spectacular. Taste the passion. #IPreferCraftCoffee #FreshlyRoasted #HomeBaristaJoy #QualityCoffee"
• •TikTok Video Script Snippet (Founder speaking to camera): "Real talk: those supermarket beans? They’ve been chillin' on shelves longer than your last awkward family photo. 😬 Want coffee that actually slaps? Freshness is KEY. We roast it, you brew it – simple. No old beans, no bad vibes. Link in bio for coffee that doesn't suck! #CraftCoffee #FreshRoast #CoffeeTruths #StopDrinkingBadCoffee"
• •Email Subject Line (for a newsletter): "Your Perfect Cup is Waiting (and it's Fresher Than Ever!)" Email Body Snippet: "At I Prefer Craft Coffee, we believe life's too short for stale, uninspired coffee. That's why we pour our hearts into sourcing exceptional beans and roasting them to perfection, just for you. Discover the difference fresh makes. [Link to new arrivals]"
• •Product Description Snippet (for a single-origin coffee): "Unlock a world of flavor with our [Origin Name] single-origin. Roasted light to let its unique notes of [flavor note 1] and [flavor note 2] sing, this is coffee for the adventurous palate. Sourced with care, roasted with passion – because you deserve the best brew, every single time. [Learn more about the farm/processing if available]"