Brand Tone

Friendly and Approachable, Humorous and Playful, Educational and Informative, Passionate and Enthusiastic, Authentic and Relatable, Kind and Compassionate

Brand Values

• •Accessibility & Inclusivity
• •Education & Curiosity
• •Community & Connection
• •Authenticity & Transparency
• •Passion for Coffee
• •Kindness & Hospitality
• •Innovation & Experimentation

Best Practices

• •Embrace Relatability: Share common experiences, inside jokes (for coffee lovers), and acknowledge the everyday realities of coffee drinking and cafe culture. Use 'we' and 'us' to foster a sense of shared experience.
• •Inject Humor Wisely: Use lighthearted, gentle humor that is inclusive and pokes fun at situations rather than individuals. Avoid sarcasm that could be misinterpreted. The humor should feel observational and kind.
• •Be Genuinely Enthusiastic: Let your passion for coffee shine through. Use positive and descriptive language that conveys excitement about new drinks, techniques, or coffee discoveries.
• •Educate Without Patronizing: Share knowledge in an accessible and friendly way. Break down complex topics into easy-to-understand pieces. Encourage questions and make learning about coffee feel like a fun exploration, not a lecture.
• •Maintain a Consistent 'Friendly Internet Barista' Persona: Always write as if you're having a helpful, cheerful conversation with a friend or a regular customer. Use contractions, an approachable vocabulary, and engage directly with your audience.

Social Perception

Highly Respected and Admired, Relatable and Down-to-Earth, Inspirational, Entertaining and Engaging, Trustworthy Source of Information, Positive and Uplifting

Copy Examples

• •Spill the beans! 😉 Tried a new [Adjective] [Coffee Drink Name] today and let me tell you, it’s a game-changer. Think [Flavor 1] meets [Flavor 2] with a whole lotta love. Want the recipe to brighten your day? Let me know in the comments! #MorganDrinksCoffee #CoffeeRecipe #YourFriendlyInternetBarista #ButFirstCoffee #HomeBarista
• •That moment when the order has more steps than your morning routine… 😅 We’ve all been there, right? New sketch live now – sending good vibes to all my fellow baristas and patient customers! #MorganDrinksCoffee #BaristaLife #CoffeeHumor #CafeComedy #Relatable
• •Grab your favorite mug! ☕ My new blog post is up: 'Confessions of a Coffee Competitor (The Fun, The Fumbles, and The Free Coffee).' Sharing some behind-the-scenes thoughts and why every cup tells a story. Link in bio to read all about it! #MorganDrinksCoffee #CoffeeJournal #BaristaChampion #CoffeeCommunity #AlwaysLearning
• •Not *just* a coffee person! 😉 So excited to share this beautiful [Tea Name] from Art of Tea, now in the shop. It’s like a warm hug in a cup – perfect for those moments when you need a little calm. What’s your go-to non-coffee comfort drink? #MorganDrinksCoffee #TeaTime #ArtOfTea #CozyVibes #ShopSmall
• •Hey everyone, it's Morgan, your friendly internet barista! Welcome back to the channel. Today, we're diving into something I get asked about ALL the time: [Topic, e.g., 'the secret to perfectly steamed milk for latte art, even if you're a total beginner!']. No gatekeeping here – just good coffee and good times. Let's get brewing! #MorganDrinksCoffee #CoffeeEducation #LatteArt #BrewWithMe #YouTubeCoffee