Brand Tone

Warm & Welcoming, Authentic & Genuine, Community-Focused, Passionate & Craft-Oriented, Down-to-Earth & Approachable

Brand Values

• •Family
• •Quality
• •Kindness & Hospitality
• •Community
• •Integrity & Authenticity
• •Perseverance & Grit
• •Ethical Sourcing & Responsibility

Best Practices

• •Embrace Storytelling: Weave in the narrative of family, heritage, and the connection to Sisters, Oregon. Share anecdotes about the founders, the current generation, the coffee origins, or community impact. This reinforces authenticity and warmth.
• •Prioritize "Heartfelt Kindness": Let this core value shine through in all communications. Use welcoming, friendly, and appreciative language. Address customers as part of the "Sisters Coffee family."
• •Highlight Craft and Quality Authentically: Talk about the coffee's journey from bean to cup with genuine passion, not pretension. Explain sourcing and roasting processes in an accessible way that conveys dedication to quality.
• •Connect with Nature and Place: Regularly reference the beauty and spirit of Sisters, Oregon, and the surrounding landscape. This is a unique brand asset that evokes a sense of peace, adventure, and authenticity.
• •Be Mindful and Inclusive in Community Engagement: Given the past controversy, ensure all public-facing communication reflects a welcoming stance to *all* members of the community. Actively demonstrate inclusivity in messaging and imagery. When addressing issues, aim for transparency, directness, and a commitment to learning and growth, aligning with their stated value of "dignity."

Social Perception

Generally positive; perceived as a beloved local institution, known for high-quality coffee, a warm and inviting atmosphere, and friendly service. Seen as a community anchor and quality roaster. However, the 2024 incident has introduced some negative perception among some regarding inclusivity.

Copy Examples

• •Instagram Post (Image of steaming mug in the cozy cafe): "Since 1989, our family has been sharing a warm cup & a heartfelt welcome. More than just coffee, it's a piece of Sisters, Oregon, crafted with love, just for you. Come on in, the fire's always warm. #SistersCoffee #FamilyTradition #OregonCrafted"
• •Website Homepage Banner: "Sisters Coffee Company: Rooted in Family, Roasted with Passion. Discover the authentic taste of the Pacific Northwest, one carefully sourced, small-batch brew at a time. Welcome to our table."
• •Product Description (For a signature blend): "Our [Blend Name] is a taste of home – a comforting embrace of rich flavors that tells the story of the mountains we love and the community that inspires us. Brew a pot and feel the warmth of Sisters. #HeartfeltHospitality #QualityCoffee"
• •Facebook Ad (Promoting a community event): "Coffee brings us together. Join us this Saturday at our [Location] cafe for [Event Name]! We believe in the power of community, good coffee, and shared moments. Let's make some memories. #SistersCommunity #GrowTogether #LocalLove"
• •Email Newsletter Snippet (New seasonal drink): "Hello, friend! As the seasons change, so do the flavors that warm us. We've been busy crafting something special, inspired by the beauty of [Season] in Sisters. Stop by and let our family treat yours to the new [Seasonal Drink Name] – it’s like a hug in a mug."