Brand Tone

Educational, Authoritative, Aspirational, Professional, Engaging, Accessible, and Passionate

Brand Values

• •Education & Skill Development
• •Quality & Professionalism
• •Passion for Mixology
• •Community
• •Accessibility

Best Practices

• •Develop a Brand Voice Guide: Clearly document the brand's tone (e.g., Educational, Professional, Engaging, Passionate), key messaging pillars, preferred terminology, and words to avoid. Share this with anyone creating content.
• •Prioritize Value and Education: Ensure that most content offers genuine value to the audience, whether it's a tip, a recipe, an insight, or course information. This reinforces the authoritative and educational aspects of the tone.
• •Maintain Professionalism with Accessibility: While aiming for an expert voice, avoid overly technical jargon without explanation. Strive for clarity and make complex topics understandable for beginners, reinforcing the accessible nature.
• •Show, Don't Just Tell, the Passion: Infuse copy with genuine enthusiasm for bartending. Use evocative language when describing cocktails, techniques, or the joy of the craft. Let the passion be palpable.
• •Consistent Visuals and Language Across Platforms: Ensure that the language style used in website copy, social media captions, email marketing, and ad creatives is harmonious. Visuals should also align with the desired tone (e.g., high-quality, professional, inspiring imagery). Regularly audit content across all channels for consistency.

Social Perception

SOING is perceived as a valuable resource for learning bartending, a source of interesting cocktail recipes and tips, aesthetically pleasing content, and experts in their niche. The brand appears to be building a reputation as a dedicated online bartending school focused on quality instruction.

Copy Examples

• •Instagram Post (Educational & Engaging): Master the art of the perfect Old Fashioned! 🥃✨ Our latest tutorial breaks down every step, from selecting the right whiskey to the perfect stir. Ready to elevate your home bar game? Watch now via the link in our bio! #SOINGBartenderStudio #CocktailTutorial #OldFashioned #MixologySkills #LearnBartending
• •Facebook Ad (Aspirational & Professional - for a course): Dreaming of a career behind the bar or simply want to impress with craft cocktails at home? SOING Bartender Studio offers comprehensive online courses designed to take you from novice to pro. Learn essential techniques, classic recipes, and the secrets of mixology from industry experts. Enroll today and shake up your future! 👉 [Link to Courses] #BartenderSchool #OnlineLearning #CocktailCourse #ProfessionalBartender #SOING
• •Website Homepage Headline (Authoritative & Accessible): Become a Confident, Skilled Bartender – From Anywhere. SOING Bartender Studio: Your Journey to Mixology Mastery Starts Here.
• •Email Newsletter Snippet (Passionate & Educational): Hey [Name], ever wondered what makes a truly exceptional Margarita? This week on the SOING blog, we dive deep into the nuances of tequila selection, fresh lime importance, and achieving that perfect sweet and sour balance. Plus, get an exclusive recipe twist from our head instructor! Read more: [Link to Blog] Cheers, The SOING Team
• •Pinterest Pin Description (Inspirational & Informative): Stunning & Simple: The Classic Negroni. 🧡 Discover the history and the easy 3-ingredient recipe for this iconic aperitif. Perfect for your next gathering. Pin for later! | SOING Bartender Studio | Cocktail Recipes | Bartending Tips | Home Bar Inspiration