Brand Tone

Technical, Professional, and Passionate.

Brand Values

• •Expertise & Mastery
• •Quality & Craftsmanship
• •Service & Reliability
• •Heritage & Passion

Best Practices

• •Prioritize Clarity and Accuracy: Your audience values expertise. Avoid vague marketing jargon. Use precise, technical language where appropriate (e.g., "PID controller," "saturated group head") to demonstrate knowledge and build credibility.
• •Lead with the Problem/Solution: Much of your audience is seeking solutions. Frame your copy around the problems they face (e.g., "machine downtime," "inconsistent shots," "need for a custom setup") and present your services as the definitive solution.
• •Show, Don't Just Tell: Use case studies, detailed build logs of custom machines, and video demonstrations as primary forms of content. A video of a successful repair is more powerful than simply stating you offer repair services.
• •Maintain an Authentic, Human Voice: While professional, the tone should not be corporate or sterile. The "Brian Spina" persona is a key asset. Using "we" or "I" in copy, especially in blog posts or video descriptions, reinforces that customers are dealing with passionate experts, not a faceless company.
• •Focus Content on Expertise, Not Sales: The primary goal of your content should be to educate and inform. The sale is a natural result of the trust you build. Create content that helps people, whether it's a DIY repair tip or a guide to choosing the right machine. This will attract the right kind of customer who values your expertise.

Social Perception

Perceived as an expert resource and trusted service provider within a niche community of coffee professionals and enthusiasts, though largely inaccessible to a broader audience.

Copy Examples

• •The Heart of Your Café, Engineered for Perfection. We don't just sell coffee machines; we live them. From custom-built Slayers to refurbished La Marzoccos, every machine is a testament to performance. Trust our expert technicians to find, build, or service the engine of your espresso bar.
• •Your Vision, Our Craft. The Spina Custom V600. It started as a classic Victoria Arduino. Now, it's yours. Featuring PID-controlled temperature stability, custom-turned timber handles, and a matte black finish, this machine is rebuilt from the frame up for uncompromising consistency and style. See the full build log and specifications.
• •Down Time is a Drain on Business. We Get It. A leaking group head or a faulty pump can bring your service to a halt. Our technicians diagnose and repair commercial and domestic machines with precision and speed. We carry a wide range of genuine parts to get you back up and running, fast. Call Brian directly for immediate support.
• •Fix Your Blocked E61 Group Head in Under 3 Minutes. Don't let a simple blockage ruin your morning rush. In this video, we walk you through a quick, step-by-step process to clear a blocked E61 group head using basic tools. Subscribe for more no-nonsense repair guides for the machines you rely on.
• •From Automotive Engineering to Espresso Engineering. Our founder, Brian Spina, spent years in automotive and mechanical engineering before turning his passion to coffee. That same precision, discipline, and obsession with how things work is at the core of everything we do at Spina Espresso. We understand the mechanics behind the magic.