Brand Tone

Warm & Friendly, Artisanal & Passionate, Community-Focused & Local, Authentic & Real, Inclusive

Brand Values

• •Quality
• •Customer Service
• •Passion & Craftsmanship
• •Community & Local Support
• •Inclusivity & Thoughtfulness
• •Authenticity
• •Curiosity & Innovation

Best Practices

• •Develop a "Voice Guide": Create a simple internal guide outlining key tone words (e.g., warm, friendly, artisanal, passionate, authentic, inclusive), "words we use" (e.g., handcrafted, local, real, welcome), and "words we avoid" (e.g., mass-produced, artificial, exclusive, corporate jargon). Share this with anyone creating content.
• •Emphasize Storytelling: Consistently share the stories behind the chocolates, the people (Dennis, Elizabeth, the team), the local suppliers, and even customer experiences (like #mochadogoftheweek). This reinforces the "real people" and "passionate" aspects.
• •Engage Genuinely: Respond to comments and messages on social media and review sites in a consistently friendly, helpful, and personal manner. Address customers by name where possible. This reflects the excellent customer service value.
• •Show, Don't Just Tell: Use high-quality visuals (photos and videos) that reflect the artisanal nature and quality of the products. Showcase the handmade process, the inviting cafe atmosphere, and the happy faces of customers (and their pets) to visually convey the brand's warmth and passion.
• •Be Community-Centric in Content: Regularly feature local collaborations, ingredients, or community events. Tailor language to resonate with a local Yorkshire audience while remaining welcoming to all, reinforcing the shop's roots and commitment to its area.

Social Perception

A provider of high-quality, delicious, and beautifully presented handmade chocolates and treats, a welcoming, friendly, and exceptionally dog-friendly café with excellent customer service, a passionate, family-run business that genuinely cares about its customers and products, a place that offers a wide variety of options, including unique flavors and excellent vegan choices, a valued local business that supports its community and showcases local produce, an award-winning retailer and renowned producer of artisan chocolates

Copy Examples

• •Headline (Website/Social Media): "Richmond's Heart, Yorkshire's Soul, Chocolate by Hand. ✨ Taste the passion in every Mocha creation, from our family to yours."
• •Instagram Caption (Showcasing a new vegan truffle): "🌱 Sweet news for our plant-based pals! Our chocolatiers have been busy crafting this divine new vegan truffle. Made with love and the finest local [key ingredient if applicable], it’s pure indulgence, Mocha style. Come say hi and treat yourself – and yes, your furry friends are always welcome! 🐾 #MochaVeganDelights #HandmadeChocolate #RichmondTreats #DogFriendlyCafe"
• •Facebook Post (Promoting weekend visit): "Weekend plans? 🤔 How about cosying up at Mocha? We're brewing fresh coffee, our cakes are just out of the oven, and our chocolatiers have filled the counters with handmade treats. Real ingredients, real smiles, and a real Yorkshire welcome await. See you at Trinity Church Square or our Aske studio! #MochaMoments #YorkshireCafe #ArtisanChocolate #SupportLocal"
• •Product Description (Online Shop - for a mixed chocolate box): "More than just chocolates, it's a little box of Mocha happiness! Each piece lovingly handcrafted in our North Yorkshire studio by Dennis and our passionate team. We believe in real ingredients for real flavour – a taste of true Yorkshire craftsmanship delivered to your door. Perfect for sharing (or not!)."
• •Blog Post Snippet (About a new local collaboration): "We're so chuffed to team up with our friends at [Local Business Name]! 🤝 Supporting fellow Yorkshire businesses is at the heart of what we do at Mocha. Pop in to try our new [Collaborative Product] – a little taste of what happens when local passion and quality ingredients come together. It’s proper lovely!"