Brand Tone

Warm & Inviting, Responsible & Ethical, Trustworthy & Familiar, Accessible, Direct, Sensory-focused, Simple

Brand Values

• •Quality & Taste
• •Sustainability & Ethical Sourcing
• •Community Support
• •Accessibility
• •Heritage

Best Practices

• •Develop a Brand Voice Guide: Clearly define the brand's tone (e.g., warm, responsible, direct), core values, personality traits, and target audience. Provide examples of "do's and don'ts" for language.
• •Prioritize Key Messaging: Consistently weave in core brand values like quality, sustainability, and the sensory experience of the coffee across all communications. For Kenco, this means balancing messages of taste with ethical responsibility.
• •Understand Your Audience: Tailor the expression of the brand tone to the specific platform and audience segment. For example, social media might allow for a slightly more informal tone while official statements retain more formality, but both should reflect the core Kenco warmth and responsibility.
• •Use Consistent Terminology: Employ a consistent set of words and phrases that describe the product and brand (e.g., "smooth," "rich," "responsibly sourced," "everyday moment"). The `kencorelief.com` site does this well with its limited scope ("Rich Flavour & Aroma," "Smooth Taste").
• •Train & Review: Ensure anyone writing copy for the brand understands the voice guide. Regularly review content across all channels to check for consistency and make adjustments as needed. This is especially important if multiple people or agencies are creating content.

Social Perception

Established Household Name, Good Value Instant Coffee, Positive Association with Ethics (for aware consumers), Traditional/Classic

Copy Examples

• •Kenco: Rich Aroma, Smooth Taste. Your Perfect Coffee Moment, Responsibly Sourced.
• •With every cup of Kenco, you're not just enjoying a delicious coffee, you're supporting a wave of positive change in coffee-growing communities. Sip responsibly. #KencoCoffee #EthicalSourcing #MorningRitual
• •Experience the Kenco difference. For generations, we've crafted coffee that's both rich in flavour and smooth to the last drop. Our Kenco Rich & Smooth blend is a testament to our passion for quality, made with carefully selected beans, sourced with care for a better tomorrow.
• •Elevate your everyday. Kenco Rich & Smooth – the simple pleasure of a great cup of coffee.
• •Start Your Day Smoothly & Sustainably with Kenco.