Brand Tone

Passionate, Community-Oriented, Authentic, Welcoming

Brand Values

• •Quality: Dedicated to high-quality coffees from around the world, specifically fine roasted beans and quality African origin coffee.
• •Connection & Community: Believe great coffee can connect people, form friendships, and strengthen bonds.
• •Cultural Heritage & Authenticity: Sharing their multicultural Sudanese and American heritage and the coffee culture associated with it.
• •Customer Experience: Striving to provide a one of a kind experience and great customer service.
• •Passion: Driven by a love for coffee and sharing it with others.
• •Integrity: Balancing passion with the bottom line, ensuring profit doesn't compromise quality or customer service.

Best Practices

• •Anchor in Your Origin Story: Continuously weave elements of the Sudanese-American heritage and the passion for African coffee into your narratives. This keeps the brand grounded and authentic.
• •Emphasize Connection: Frame coffee not just as a product but as a facilitator of community, friendship, and shared moments. Use language that invites interaction and belonging.
• •Speak with Passion: Let the genuine love for coffee and its cultural significance shine through in your word choices. Use vivid, sensory language to describe the coffee's aroma and taste.
• •Maintain a Welcoming and Inclusive Voice: Address customers in a friendly, approachable manner, whether online or in print. Foster a sense of being part of 'The Burnt Coffee Company family.'
• •Be Transparent and True to Values: Consistently highlight your commitment to quality, community, and cultural authenticity. If addressing the 'Burnt' in the name, do it playfully while reinforcing the quality and desired flavor profile of your roasts to avoid misinterpretation.

Social Perception

Generally perceived as a local Seattle coffee shop offering unique, high-quality African coffees with a friendly atmosphere and a strong connection to its cultural roots. Customers appreciate the taste and aroma of their coffee. They are seen as a proud Black-owned small business contributing to the local community.

Copy Examples

• •Headline (Website/Social Media): More Than Just Coffee. It's Our Story, Shared With You. Discover the rich flavors of East Africa and the warmth of community in every cup at The Burnt Coffee Company.
• •Instagram Post Caption: From our family's Sudanese roots to your morning ritual. 🇸🇩🇺🇸 Our passion is pouring connections, one exceptional African coffee at a time. Come say hi and share your story with us! #TheBurntCoffeeCompany #SeattleCoffee #AfricanBeans #CommunityLove #BlackOwnedBusiness
• •Product Description (e.g., Ethiopian Yirgacheffe): Taste the vibrant spirit of Ethiopia. Our Yirgacheffe beans are carefully roasted right here in Seattle to bring out their bright, floral notes and complex sweetness. It’s not just a coffee, it’s an experience that connects you to its origin. Brew a cup and let the journey begin.
• •Email Newsletter Snippet: Hey Coffee Lover! This week at The Burnt Coffee Company, we're celebrating the friendships brewed over our favorite Ugandan roast. Its smooth, rich flavor is the perfect companion for those deep conversations and shared dreams. Swing by our Seattle cafe or grab a bag online – let’s connect!
• •About Us Snippet (Short Version): The Burnt Coffee Company: Where Seattle passion meets East African tradition. We're a family-run, Black-owned coffee house dedicated to exceptional beans, genuine connections, and sharing the warmth of our multicultural heritage with every guest.