Brand Tone

Authoritative & Knowledgeable, Quality-Driven & Proud, Traditional & Heritage-Focused, Friendly & Approachable, Passionate

Brand Values

• •Quality
• •Tradition/Heritage
• •Family
• •Expertise/Craftsmanship
• •Customer Satisfaction
• •Local Sourcing/Provenance
• •Honesty & Hard Work

Best Practices

• •Champion "Proper": Consistently integrate the word "proper" when describing products, methods, or the overall experience (e.g., "Proper meat," "A proper butcher," "Proper flavour"). This reinforces their unique selling proposition and aligns with their online identity, "The Proper Butchers".
• •Weave in Heritage Storytelling: Regularly reference the 1856 founding year and the multi-generational family ownership. Phrases like "A family tradition since 1856" or "Crafted with five generations of expertise" build credibility and emotional connection.
• •Emphasize Quality and Provenance: Always highlight the superior quality of the meat, the careful sourcing from British farms (specifying regions like the North West when appropriate), and traditional butchery techniques such as dry-aging. This transparency builds trust.
• •Maintain a Voice of Confident Expertise with Warmth: Communicate with the authority that comes from deep-seated knowledge and experience, but ensure the language remains friendly, approachable, and passionate. Avoid overly technical jargon unless clearly explaining a customer benefit (e.g., how dry-aging enhances flavour).
• •Use Evocative Language and Visuals: Employ descriptive adjectives that appeal to the senses (e.g., "succulent," "tender," "richly marbled," "bursting with flavour"). Ensure that written content complements high-quality imagery of both raw products and enticing cooked dishes, reinforcing the promise of "making every mouthful memorable".

Social Perception

Highly Regarded for Quality, Trusted, Good Value for Premium Products, Reliable for Home Delivery, Knowledgeable and Service-Oriented, Award-Winning

Copy Examples

• •Headline: Since 1856, Some Traditions Taste Better Than Ever. Body: At Althams, 'proper' isn't just a word on our sign – it's our promise. Five generations of family passion are expertly carved into every cut, ensuring the unforgettable quality and flavour your table deserves. Taste the heritage, perfected.
• •Headline: Make Every Mouthful Memorable. That's the Althams Standard. Body: From our state-of-the-art Lancashire butchery to your kitchen, experience the distinct difference of meticulously sourced, traditionally prepared meat. Whether it's our 28-day dry-aged steaks or our family-recipe sausages, it's more than a meal – it's an Althams moment.
• •Headline: The Secret Ingredient? Over 160 Years of Dedication. Body: We don't just sell meat; we share our family's unwavering commitment to the finest British farms and time-honoured butchery. Discover the Althams difference – where every steak is selected with discernment and every joint prepared with pride. Order online for a taste of true craftsmanship, delivered.
• •Headline: Elevate Your Sunday Roast: The Althams Way. Body: Don't just make dinner, create an occasion. Our master butchers hand-select and prepare the finest roasting joints, aged to perfection for unparalleled tenderness and taste. Bring home the quality cherished by top chefs and discerning families for generations.
• •Headline: More Than Just Butchers. We're Part of Your Family's Story. Body: For over a century and a half, Althams has been a trusted name at the heart of family meals. We're proud to source the best local and British meat, prepare it with the skill passed down through generations, and deliver that exceptional quality right to your door. Taste the tradition, trust the experts.