Brand Tone

Approachable and Friendly, Authentic and Passionate, Informative and Helpful, Quality-Conscious and Premium, Community-Oriented, Slightly Humorous/Playful

Brand Values

• •Quality
• •New Zealand Made/Local Support
• •Customer Satisfaction & Experience
• •Authenticity
• •Community
• •Natural Ingredients

Best Practices

• •Speak Like a Knowledgeable Mate, Not a Corporation: Use clear, straightforward language. Be informative and helpful, but maintain a friendly, approachable tone. Avoid overly technical jargon unless explaining an ingredient's benefit simply. Think "we're in this beard journey together."
• •Emphasize "NZ Made" and Quality Authentically: Weave in the New Zealand origin and commitment to premium, natural ingredients naturally within the copy. It’s a key differentiator and value. Let the pride in local craftsmanship shine through.
• •Show, Don't Just Tell, the Passion: Share the "why" behind the brand. Talk about the satisfaction of a well-cared-for beard. Use customer stories and testimonials (with permission) to reflect the positive impact of the products and the community feel.
• •Maintain Visual and Verbal Consistency: Ensure that the visual elements (logo, imagery, color palette) on the website and social media align with the written tone. If the tone is authentic and down-to-earth, the visuals should reflect that – less overly polished corporate, more high-quality relatable.
• •Engage and Listen: Actively respond to comments and messages on social media in the established brand tone. Use feedback (both positive and negative) as an opportunity to reinforce brand values and demonstrate that you're listening to the community. This builds trust and loyalty.

Social Perception

Trusted Local Brand, High-Quality Products, Good Customer Service, Supportive of the Bearded Lifestyle

Copy Examples

• •Headline: Your Beard Deserves NZ's Best. We Deliver. Body: Tired of beard products that just don't cut it? At BEARDED., we craft premium, New Zealand-made grooming essentials that truly nourish your beard and skin. Quality ingredients, epic scents, and results you can see and feel. Join the BEARDED. brotherhood. Call to Action: Shop The Range.
• •Headline: From an Itch to an Obsession: The BEARDED. Story. Body: It all started with a simple need – quality beard care, made right here in NZ. Now, we're helping Kiwis rock their best beards ever. Real ingredients, real passion, real results. That's the BEARDED. promise. Call to Action: Discover Our Story.
• •Social Media Post (Image: A rugged, smiling man with a well-groomed beard using a BEARDED. product): Caption: Cheers to the weekend and a beard that feels as good as it looks! 😎 Our [Product Name] is packed with natural goodness to keep your masterpiece soft, healthy, and smelling incredible. What's your go-to BEARDED. scent? #BeardedNZ #NZMade #BeardCare #PremiumGrooming #SupportLocalNZ
• •Product Description Snippet (for a Beard Oil): Handmade in New Zealand, our [Scent Name] Beard Oil is a game-changer. We blend [Key Ingredient 1] and [Key Ingredient 2] to tame flyaways, hydrate the skin beneath, and leave your beard with a healthy sheen and an irresistible aroma. No fluff, just top-notch beard fuel. Call to Action: Add to Your Ritual.
• •Email Subject Line: Level Up Your Beard Game, Mate. Email Body Teaser: Hey [Customer Name], ready for a beard that turns heads for all the right reasons? Explore our latest batch of NZ-made beard oils and balms, crafted with the finest natural ingredients because your beard deserves nothing less... Call to Action: Explore New Arrivals.