FMP Marketing Guide CWAC Marketing Guide and Website Link Mollie Pears | Page 33

Language and Tone
Coffee with a Conscience will use a
friendly and understanding tone. It is
extremely important to the brand to come
across as approachable and empathetic. As
the brand will be encouraging consumers to
share their problems and utilize the brand to
help
themselves. There will be a
mixture of informal and formal language used
depending on what is being discussed. For
example, when talking about social issues a
formal language will be used to emphasize
the importance of the subject, however when
talking about events or inviting consumers
into the shops, chatty informal language will
be used to create a welcoming element to the
brand.