Brand Tone

Passionate & Dedicated, Authentic & Honest, Community-Oriented & Caring, Resilient & Experienced, Approachable & Friendly

Brand Values

• •Quality
• •Heritage & Legacy
• •Ethical Sourcing & Sustainability
• •Community Engagement
• •Customer Focus
• •Transparency & Integrity

Best Practices

• •Emphasize Heritage with a Forward Look: Regularly, but subtly, weave in the Espresso Royale legacy to connect with long-time customers, while focusing on M36’s current passion, quality, and community commitments to build its distinct identity.
• •Spotlight "Bean to Cup" Integrity: Use language that reflects care and precision at every stage – sourcing, roasting, brewing. Words like "meticulously," "crafted," "peak-roast," and "honest cup" reinforce quality and authenticity.
• •Show, Don't Just Tell, Community Values: Instead of just saying "we support the community," provide specific examples like the Michigan State Parks initiative or local fundraisers. This makes the claims tangible and believable.
• •Maintain an Approachable, Passionate Voice: Write as if you're talking to a fellow coffee lover. Use warm, inviting language that conveys genuine enthusiasm for coffee and respect for the customer, whether they are a connoisseur or new to specialty coffee.
• •Consistency Across Platforms: Ensure the tone used on the website (e.g., "Our Story," product descriptions) aligns with social media posts, email communications, and even in-cafe signage. This builds a cohesive and trustworthy brand image.

Social Perception

Positive Legacy, Quality Roasters, Community-Minded, Reliable & Consistent, Cafe Experience (Mixed but Generally Positive)

Copy Examples

• •Headline: From Our Michigan Roastery, With Passion. For Your Perfect Cup. Body: M36 Coffee Roasters was born from a love for coffee that's generations deep. We meticulously source the world's finest beans and roast them with precision, right here in Michigan, ensuring every sip is as honest and satisfying as the coffee we brew in our own homes. Taste the dedication.
• •Social Media Post (Image: Close-up of freshly roasted beans): Text: More than just coffee, it's a legacy. We pour our hearts into every small batch, continuing a tradition of exceptional roasting for our community. What M36 blend is fueling your day? #M36Coffee #MichiganRoasted #EthicalSourcing #CoffeePassion
• •Product Description (for a new single-origin): Text: Discover [Origin Name]: A testament to our True to the Bean philosophy. These responsibly sourced beans are carefully roasted to unlock [flavor notes], offering a cup that’s both complex and comforting. We partner with farmers who share our commitment to quality and fair practices, bringing you coffee that does good, and tastes incredible.
• •"About Us" Snippet: Text: When Espresso Royale closed its doors, our journey was just beginning. As long-time roasters and coffee lovers, we couldn't let the passion fade. M36 Coffee Roasters rose from that spirit – a commitment to quality, community, and the perfect roast, carrying forward a beloved Michigan coffee legacy.
• •Email Newsletter Subject: Brewing a Better Future, One Cup at a Time. Body: At M36, every bean tells a story of ethical partnerships and environmental consciousness. From supporting Michigan State Parks to ensuring fair wages for farmers, we believe great coffee can make a real difference. Join us in our commitment to a better future – and enjoy an exceptional cup while you're at it.