Set up your brand

Plain language, as you would say it to someone in a queue. Skip the mission statement.

We roast coffee in Carmarthen and sell it to cafes across south west Wales.

A town, a region, all of Wales, UK-wide, or wherever fits.

Describe them as people, not a demographic bracket. What are they doing when they see your post?

Cafe owners who do their own ordering, usually late at night after service.

Interviews that skip this produce content that tries to speak to everyone and lands with no one.

Their problem in their words, not the feature you sell to fix it.

Time, money, stress, risk. This is usually where the hook comes from.

Be specific and be honest. "Great service" is not a differentiator: everyone claims it.

We roast to order twice a week, so a cafe gets beans four days off roast rather than four weeks.

A claim with no evidence behind it is a claim we should not put in your content.

Product names, the way you describe yourselves, anything with a house spelling.

These become hard rules, so list anything that would genuinely embarrass you.

Never "cheap". Never "synergy". Never call our customers "users".

This is a real choice, not a formality: it changes what we generate.