FMP Marketing Guide CWAC Marketing Guide youtube | Page 31

Language and Tone Coffee with a Conscience will use a friend- ly 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 them- selves. 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.