Would Your Brand Pass the Coffee Test?
If you know me, you know I love my coffee. But coffee isn’t just a daily ritual, it’s also the perfect litmus test for your brand storytelling.
Here’s what I mean.
Imagine this: someone sits down with your website, your social channels, and a few pieces of your branded content – over a single cup of coffee.
Would they walk away…
- Knowing what your brand stands for?
- Feeling emotionally connected to your mission?
- Wanting to work with you or buy from you?
If the answer is “no” to any of the above, the issue likely isn’t just your content. It’s that your brand isn’t tapping into the right emotional triggers – the ones that build trust, relevance, and desire.
Because great brand storytelling doesn’t just inform. It connects. It moves people. It motivates them to take action.
How to Know if Your Brand Passes the Coffee Test
If you’re unsure where your brand stands, here are three steps to help you evaluate and improve:
1. Revisit your brand story.
Is your story clear, human, and emotionally resonant? Does it reflect your brand’s purpose and values And does it do so in a way that feels real, not rehearsed?
2. Reconnect with your audience.
What do your customers care about? What do they believe in, worry about, get excited about? Strong storytelling happens when you understand your customers deeply – and tell stories that align with their emotions and aspirations.
3. Audit your content with fresh eyes.
Look at your highest- and lowest-performing pieces. Do they reflect your brand story? Do they serve your audience – or just your internal objectives? Look for patterns. Spot the gaps. Then adjust.
The good news? You don’t need a total overhaul to build a more emotionally engaging brand. Sometimes it’s the smallest shifts – in language, in structure, in the stories you choose to tell – that spark the biggest change in how people feel about you.
And yes, this entire idea was powered by a delicious latte in my beloved Wimbledon mug. I can’t wait to go again this year.
Jessica Gioglio is the co-author of The Laws of Brand Storytelling and The Power of Visual Storytelling. Professionally, Jessica has led innovative marketing and public relations programs for Dunkin’, TripAdvisor, Sprinklr, and more. Today, Jessica is a keynote speaker (book her here) and founder of With Savvy Media & Marketing, a strategic branding, storytelling, and content strategy consultancy.