Brand Tone

Friendly, Passionate, and Community-Oriented.

Brand Values

• •Quality & Consistency
• •Exceptional Customer Service
• •Community & Connection
• •Authenticity & Passion
• •Social Responsibility

Best Practices

• •Always circle back to the 'why' – the love for coffee and community. Whether it's a product description or a social media update, infusing it with the brand's origin story and passion will maintain authenticity.
• •Write as if you are speaking directly to a friend. Use 'you' and 'we' to create a direct connection. Avoid overly corporate or formal language.
• •Regularly mention your location (The Waterfront, Brierley Hill, Black Country). Feature local partnerships and celebrate your customers to reinforce your identity as a community hub.
• •Talk about your high-quality ingredients, your partnership with Iron & Fire roasters, and your skilled baristas, but do it in an accessible way. The goal is to share your commitment to excellence, not to intimidate.
• •Incorporate the brand's established friendly, humorous, and hardworking personality into your content. Use relatable anecdotes, behind-the-scenes content, and lighthearted videos to bring the brand to life beyond just the products.

Social Perception

The public perceives Ten Steps Coffee as a beloved local institution and a high-quality, friendly independent coffee shop. It is recognized not just for its excellent coffee and food but for its warm, welcoming atmosphere and outstanding customer service. The brand is viewed as a vital part of the local Waterfront community, contributing to its revival and supporting other local businesses. The founders, Jack and Harriet, are seen as passionate, hardworking entrepreneurs who are deeply invested in their community and their craft.

Copy Examples

• •Instagram Post: Your daily ritual, perfected. We searched high and low (all the way to Australia, in fact!) to find the perfect blend for your cup. Every sip is a piece of our story. Come say hi and taste the passion. #TenStepsCoffee #BlackCountryCoffee #SpecialtyCoffee #CommunityHub
• •Facebook Ad: Looking for your new happy place? Escape the bustle and find a warm welcome at The Waterfront's cosiest corner. We're Ten Steps Coffee, where the coffee is exceptional, the toast is legendary, and the community feels like family. Stop by and let us make your day. #BrierleyHill #Dudley #SupportLocal #WaterfrontMerryHill
• •TikTok Video: On-screen text: "They said be your own boss, it'll be fun..." followed by "They were right." Caption: The 5 AM alarms are worth it to serve this community. We wouldn’t trade it for the world. Fueling the Black Country, one perfect cup at a time. #SmallBusinessOwner #CoffeeLover #BaristaLife #TenStepsCoffee
• •Website Banner: Headline: More Than a Coffee Shop. It's a Community. Sub-headline: Inspired by the Aussie coffee scene and built with Black Country heart. Discover exceptional coffee, fresh food, and a warm welcome at Ten Steps. [Shop Our Beans] [Visit The Lounge]
• •Promotional Email: Subject: A treat on us! Body: Hi [Customer Name], at Ten Steps, you’re more than a customer, you’re part of the community. And because we appreciate you, we want to share a little something extra. Next time you're in, show this email to our team and enjoy a freshly baked pastry on us with any coffee purchase. It's our way of saying thanks for being on this journey with us. See you soon! – Jack & Harriet.