Brand Tone

Friendly and Approachable, Passionate and Enthusiastic, Informative and Helpful, Quality-Focused and Proud, Community-Oriented, Slightly Humorous/Playful

Brand Values

• •High-Quality Produce
• •Customer Satisfaction/Exceptional Customer Service
• •Authenticity and Tradition
• •Freshness
• •Value
• •Minimizing Waste/Sustainability
• •Handmade/Artisanal

Best Practices

• •Develop a Brand Voice Guide: Clearly define the brand's personality, tone (primary and secondary), key messaging points, and even words to use/avoid. Share this with anyone creating content.
• •Know Your Audience: Understand who you're talking to. For Baggie's, this includes South African expats, locals curious about biltong, and meat lovers in general. Tailor the language and references accordingly while staying true to the core tone.
• •Be Consistent Across All Channels: Whether it's a website update, a Facebook post, an Instagram story, or a customer service email, the tone should feel like it's coming from the same friendly, passionate brand.
• •Tell Your Story: Weave in the brand's origin, the passion behind the products, and the connection to South African heritage. This helps reinforce authenticity and build connection.
• •Listen and Engage: Pay attention to how customers talk about the brand and respond in a way that reflects the established tone. If the tone is friendly and helpful, ensure customer interactions mirror this.

Social Perception

Positive Customer Feedback, Seen as a Go-To for South African Products (Especially biltong, in Singapore), Appreciation for Quality and Freshness, Engaged Community, Some Concerns/Queries

Copy Examples

• •Headline: "Taste the Tradition. Experience Authentic South African Biltong, Crafted with Passion in Singapore."
• •Social Media Post: "Game day just isn't complete without the perfect snack! 🏉 Fuel your cheers with Baggie's Biltong – high in protein, big on flavour, and made with love, just like home. Grab yours and let the good times roll! #BaggiesBiltong #GameDaySnacks #SouthAfricanFlavour #SupportLocalSG"
• •Product Description Snippet (for Boerewors): "Our traditional Boerewors sausage is bursting with the authentic taste of South Africa. Handmade with the finest quality meats and a secret blend of spices, it’s a braai essential and a family favourite. Get ready to fire up the grill! 🔥"
• •Email Subject Line: "Your Weekend Braai Just Got Better! Discover What's New at Baggie's."
• •Website About Us Snippet: "More than just a deli, we're a little slice of South Africa right here in Singapore. From our signature biltong to our carefully selected meats and pantry favourites, we pour our heart into everything we do. Come say hi – we love making new friends!"