Across the world, there are countless businesses in the coffee sector, from producers and roasters to cafes and training schools. Many of these businesses have distinct identities, as well as specific values and messages for their customers, both new and existing.
But how should these businesses actually be communicating? How can language and voice play a part in building brand loyalty and allowing the business to stand out from the crowd? Read on to find out.
Language vs Voice: What’s the difference?
Firstly, it’s important to distinguish between “language” and “voice”. In the world of copywriting, whether for social media or otherwise, language refers to both the style and the actual words used in your writing.
On the other hand, voice is more linked to personality, tone, and overall impression. Essentially, it’s not just what you say, but how you say it, too. For coffee brands, language and voice are powerful tools that, when used in an effective way, can help to build the popularity, loyalty, and community associated with your brand.
Ever follow a business or person on social media because you thought they were funny, educational, or just downright entertaining? Yeah — us too.
If you want to have the same effect, you need to start levelling up your language and voice on your website, social platforms, and anywhere else people can read about your brand. To that end, we’ve put together a few simple guidelines.
#1: Have a personality
Use language to deliver your messaging in a human, relatable, and digestible way, and use voice to identify your brand as different from others.
Nobody wants to engage with a boring brand. Your brand needs to pop, grab attention, and give people an opportunity to learn what it’s like, what it stands for, and what it has to offer.
However, this doesn’t mean that your brand should be like your alter ego. Rather, having a brand with distinct values, messages, and products creates an opportunity to share them in a unique and engaging way.
Allow your brand to have a personality, and allow it to share key messaging in a way that’s fun, relatable, and engaging for customers.
#2. Have a conversation
Use language to change unidirectional copy into engaging copy, and use voice to make it fun, friendly, and human.
There’s a clear distinction between talking to someone and talking with someone. Your business exists to provide a service, a product, and a message — but this doesn’t mean that your conversation needs to be a one-way street. Customers have a lot to say!
Whether it’s on your website, email marketing, or social media, allowing your language and voice to be conversational will encourage more people to join the conversation. In the long run, this builds trust and transparency with your audience, which will ultimately help to elevate your brand.
If you’re unsure about what this may look like, think about ways in which you can turn statements into questions. For example:
“We are having a sale tomorrow on all our filter coffee” OR “Hi, everyone, we’re having a huge sale tomorrow on ALL filter coffees! Which coffees are you going to grab for yourself?”
Which of the two works better? Although the same information is presented in both, the latter is friendlier and encourages responses from your audience.
#3. Share your values
Your customers should know what you stand for. Use language to share your values and messaging on your platforms, and use voice to communicate it effectively and in a way people understand.
Each coffee business has its own set of values, missions, and goals. Perhaps you’re focused on sustainability or targeting a certain demographic, or maybe you just want to share great coffee.
No matter what you stand for, using appropriate language and voice can help you to share these values and the core messages of your brand.
Rather than having them tucked away in a corner of the “About us” section, allow your values to shine through your copy, the content you produce, and the way in which you communicate with customers.
#4. Build a community
Use language to let people know exactly who you are, what you do, and what you’re trying to do. Use voice to make them understand all of this in a way that’s engaging, fun, and easy to read.
If you want people to become interested in your brand and a part of what you’re doing, language and voice are some of the greatest weapons coffee brands can use to establish and build a community.
Building a community is key to both retaining loyal customers and welcoming new ones. If your customer base feels like they’re part of your community, they’re more likely to engage with your brand and purchase your products.
This can be as simple as giving your community a name (like Justin Bieber’s “Beliebers”), or making your followers feel as though they are part of your journey by keeping them updated and letting them know what your business is up to.
If you’re struggling to establish an identity for your coffee brand, and aren’t sure how to use language and voice to elevate your business, reach out to a member of the PDG Media team for a consultation.