In today’s crowded market, selling a good product is no longer enough. Consumers now connect more with brands that stand for something meaningful. One company that understands it well is BLK & Bold, a premium coffee company that built a strong identity through clear messaging, purpose and consistency.
This case study explores how BLK & Bold developed its brand voice and used it to connect with consumers.
Company Background
BLK & Bold is a premium coffee brand based in Des Moines, Iowa which was founded by Rod Johnson and Pernell Cezar Jr. They began roasting coffee in their garage, which grew into an online business and a 20,000 square foot production facility. Today, their coffee is featured and sold in target stores in the U.S., and 5% of their profits support programs for youth in need.
The Challenge
The coffee industry already included many well established brands. For a newer company like BLK & Bold, standing out in a crowded market required more than product quality. They were launching a digitally native brand at a time when most people didn’t buy their coffee online. On top of these challenges, neither of them had any experience in the coffee industry, or were high profile influencers for coffee consumption.
The Approach
Rod Johnson and Pernell Cezar Jr. themselves became direct contributors to BLK & Bold’s brand voice. The main elements of their brand voice include the following:
- Company’s name
- Inspiration
- Values
- Tone
- Attitude
Company’s name
The name BLK & Bold, is a powerful statement for their brand. BLK represents black coffee and tea, their products but also represents who they are as Black business owners. Bold differentiates their brand from bland flavors, but also represents their bold representation as minority stakeholders in the coffee industry.
Inspiration
Storytelling became an important part of BLK & Bold’s branding. The founders shared their mission, background, and goals through the company’s communication. This helped consumers understand the purpose behind the brand.
Instead of focusing only on products, BLK & Bold also focused on:
- Its mission
- its values
- its community impact
This gave the brand a more personal and relatable identity.
Values
The company built its brand voice around clear values and consistent messaging. The company used simple statements that reflected its mission and approach toward consumers.
Tone
Another element of brand voice is tone, which is how a brand’s voice is applied. BLK & Bold’s brand voice is casual, approachable, conversational, and educational.
Attitude
BLK & Bold’s brand voice also shows an attitude of social engagement. The company connects its products and collaborations with causes that align with its mission and values. For example, the case study mentions its collaboration with Ben & Jerry’s on Change is Brewing, which focused on community impact and social awareness.
This helped BLK & Bold build a clearer identity.
The Results
BLK & Bold found strong success using Instagram and Facebook for branding and communication. The company used visuals, videos, and clear messaging to highlight its products, mission and community impact. BLK & Bold also wanted to continue expanding its branding through platforms like Twitter by maintaining clear and culturally relevant communication.
Conclusion
BLK & Bold developed a recognizable brand voice by focusing on authenticity, consistency and storytelling. Through clear messaging and purpose driven communication, the company created a distinct identity in a competitive industry.
The case study shows how brand voice can play an important role in helping businesses connect with consumers and strengthen their overall branding.
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