Brand Tone

Community-focused and Welcoming, Passionate and Knowledgeable, Authentic and Down-to-Earth, Playful and Creative, Slightly Evolving/Complex

Brand Values

• •Community
• •Quality
• •Accessibility/Inclusivity
• •Meaningful Connection
• •Integrity and Care

Best Practices

• •Always Lead with Community: Frame messages around connection, shared experiences, and being a welcoming space for everyone in Syracuse.
• •Speak Authentically and Passionately: Let genuine enthusiasm for coffee and the local area shine through. Avoid overly corporate or generic language. Share the "why" behind what you do.
• •Keep it Inclusive and Friendly: Use warm, inviting language. Address your audience directly and make them feel like part of the Salt City family.
• •Highlight Quality with Humility: Talk about your ethically sourced beans and expertly crafted drinks, but in a way that’s approachable and focuses on the enjoyment of the coffee, not just technicalities.
• •Embrace Playfulness and Creativity (where appropriate): Especially with new products or on more informal platforms like TikTok and Instagram, don't be afraid to have fun with your words, reflecting the creative spirit of your menu.

Social Perception

Highly Regarded Local Business, More Than Just Coffee, Go-To Spot, Innovative and High Quality, Responsive and Engaged, Awareness of Worker Relations

Copy Examples

• •Instagram Post (Image: Latte art with a cozy cafe background): Your daily dose of comfort, crafted with care. ❤️ At Salt City Coffee, every cup is a chance to connect, reflect, and recharge. We're more than just coffee; we're your neighborhood gathering place. What story will your coffee share today? #SaltCityCoffee #SyracuseNY #CommunityLove #YourDailyRitual
• •Facebook Ad (Targeting local Syracuse residents): Hey Syracuse! 👋 Looking for that perfect brew to brighten your day? From our ethically sourced beans to our creatively inspired seasonal sips, Salt City Coffee is here to serve you good coffee and good vibes. Swing by one of our spots and feel the community spirit! Find your nearest Salt City: [Link to Locations] #GoodCoffeeGoodPeople #SyracuseProud #LocalCoffee #SaltCityVibes
• •Website Banner (Homepage): Salt City Coffee: Where Every Bean Tells a Story, and Every Cup Builds Community. Discover your new favorite blend or join us for an event. We're brewing something special, just for Syracuse. [Our Story Button] [Menu Button]
• •TikTok Video Caption (Video: Quick cuts of baristas making different drinks, smiling customers, cafe ambiance): Fueling your day, the Salt City way! ☕✨ Great coffee, even better company. Come hang with us! #SaltCityCoffee #Syracuse #CoffeeTikTok #GoodVibesOnly #CafeLife
• •Email Newsletter Snippet (Promoting a new seasonal drink and a community initiative): Hello, Salt City Coffee family! Get ready to fall in love with our new [Seasonal Drink Name] – it's a hug in a mug! 🍂 And speaking of warmth, a portion of proceeds from every [Seasonal Drink Name] sold this month goes to our friends at [Local Charity Name]. Sip good, do good. That's the Salt City spirit. Learn more & order ahead: [Link] #CommunityFirst #SeasonalSips #SaltCityGivesBack