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.