BOLD BEAN CO’S DISTINCTIVE BRAND LANGUAGE

We make absolutely zero effort to hide how much we love Bold Bean Co. (And not just because they sent us some beans once and they were the shit.) To take an ingredient that was almost looked down on as a cupboard staple and change the conversation around them so they're now seen as this boujee, gourmet, Nigella-ish ingredient just through their words is unreal. Too good.

We've talked lots before about how Bold Bean Co use their copy to show how much effort goes into their beans. (Which is smart, because our brains think effort = value.) But that's not the thing we love about this bit of copy. What we love here is that you can see the early stages of their branded language starting to form.

You see, the brands with voices people remember aren't just consistent in their tone.

When you dig into their copy, you'll find specific, repeatable phrases or ideas that show up again and again across everything they write.

They're a bit like slogans, except they're usually used in context.

And these bits of language aren't just ways of making their copy distinctive and on-brand, they're also ways of making sure people remember your brand when they think about buying.

And even back in 2021, you can see how those bits of language (like "Bean obsessed" and "bean champs" and "queen beans") are starting to weave their way into Bold Beans copy. 

And because of that, you can spot Bold Bean Co copy anywhere.

(Plus, all of these phrases tie back to Bold Bean's central POV that beans are awesome. Double smart.)

Really clever stuff.

How to nick this for your brand: think about your brand's big picture mission. What's your big, chunky brand POV? Write a few 2 or 3 word phrases that feel like they vibe with that big POV.

They don't have to encapsulate it or be a slogan at all. They're more like lyrics in a song. Thematically linked, but they can do their own thing.

Oatly have post-milk generation. Bold Bean Co have "enter your bean era". 

What's your version of that? What's your word that sets your vibe as much as it does build your brand? 

Weave them into your copy and it'll feel more on-brand, lickety split.