Section 2: How We Talk About the Brand
Lesson 1 of 13
How We Talk About the Brand
+5 XP
The exact words to use, and the ones to drop. SAY: , Indian Born California Raised, Indo-Californian originals, Indian street food, fast casual, , hand-crafted, bold, fresh, made-to-order. DON'T SAY: customer, authentic Indian, fusion, Cali-Indian, ethnic, exotic, curry (as a catch-all), Tikki Masala, Marsala, spicy Indian food. HOW WE SOUND: energetic, confident, warm, a little playful. Never corporate, stiff, or robotic. SIGNATURE LINES: '.' · 'It's Indian street food, fast casual.' · 'Everything is halal and made to order.'
Words matter. The way you describe the food and the brand is how a decides if they trust us. Use the language below.