Content Audit Exercises

Creating a word bank

The brand I choose to base this exercise on was Starbucks as I like  their products and their overall aesthetic.

  • Rewards
  • Sweet
  • Treats
  • beautifully crafted
  • Roast
  • High quality

How they speak to their customers

  • Friendly
  • Helpful
  • Respectful
  • Kind
  • Professional

Writing for the website

  • Professional
  • Simple – clear to understand
  • Short
  • Catchy
  • Engaging

Creating content for brochures and catalogues

  • Consistency
  • Logo
  • Use of company colours
  • uncluttered
  • Simply but efficient

Brand dictionary

Calls to action in the marketing and advertisement

  • Starbucks rewards
  • Starbucks app
  • Starbucks deliveries
  • Starbucks stories

Contact us language

  • About us
  • Customer service
  • How can we help you
  • To get in touch with our Customer Care team, please send an email to UKInfo@support.starbucks.com,

Brand self description

  • Mission statement ” To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.”
  • High-end
  • Great taste
  • customer loyalty

Terminology for product ranges, processes and procedures

  • Blend
  • Roast
  • Warmth
  •  Sips of delight

Tone of voice guide

3 words that describe the brands essence

  1. Quality
  2. Connection
  3. High-end

A short strapline summarizing its raison d’etre

Starbucks aims to create quality blends of coffee, to be a different kind of company and to enrich the human spirit.

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