Brand Tone

Informative & Authoritative, Health-Conscious & Caring, Trustworthy & Reliable, Reassuring & Protective, Transparent (regarding current issues)

Brand Values

• •Health & Well-being: Providing clean, safe, and healthy drinking water is a core message.
• •Quality & Efficacy: Emphasis on the superior filtration capabilities of their products, backed by testing.
• •Self-Sufficiency & Preparedness: Berkey systems are promoted for off-grid use, emergencies, and taking control of one's water supply.
• •Trust & Honesty: Striving to be a trusted source for water filtration and being upfront about product capabilities and challenges.
• •Sustainability: Promoting the reduction of plastic bottle waste by using their filter systems.
• •Customer Focus/Family Protection: A desire to help families access clean water and protect their health.

Best Practices

• •Prioritize Education and Information: Always aim to inform the customer about the benefits, the science (in simple terms), and the importance of clean water. Use statistics and facts about contaminant removal where appropriate.
• •Emphasize Health, Safety, and Peace of Mind: Connect the product to the well-being of the customer and their family. Use reassuring language that highlights protection and confidence.
• •Maintain a Voice of Authority and Trust: Back up claims with evidence (like test results or longevity data) and speak with confidence about the product's quality and effectiveness.
• •Be Empathetic and Solution-Oriented: Acknowledge customer concerns about water quality and position Berkey as the reliable solution. Especially during issues like stock shortages, maintain transparency and a helpful tone.
• •Inspire Self-Reliance and Preparedness: Tap into the desire for independence and readiness for any situation, highlighting the off-grid capabilities and emergency use of Berkey systems.

Social Perception

Positive, Loyal Customer Base, Concerns/Criticisms, Trusted for Contaminant Removal, Supportive Amidst Regulatory Issues

Copy Examples

• •Headline: Secure Your Family's Health: Pure Water, Proven Protection. Body: In a world of uncertainties, ensure your drinking water isn't one of them. BerkeyCleanWater.com provides rigorously tested Berkey systems, designed to remove contaminants and deliver exceptionally clean, great-tasting water. Invest in your family's well-being, sip by sip.
• •Headline: Taste the Difference, Feel the Confidence. Body: Why settle for tap water's unknowns? Our Berkey water filtration systems transform your water, eliminating over 200+ harmful contaminants while preserving beneficial minerals. Experience the refreshing taste of truly purified water and the peace of mind that comes with it.
• •Headline: Be Prepared for Anything. Pure Water, Anytime, Anywhere. Body: Don't let emergencies compromise your access to clean drinking water. Berkey systems are gravity-fed, require no electricity, and are trusted by families worldwide for preparedness. Secure your water independence with BerkeyCleanWater.com.
• •Headline: Your Partner in a Healthier Lifestyle: Beyond Basic Filtration. Body: At BerkeyCleanWater.com, we believe clean water is fundamental to a vibrant life. That's why we offer Berkey systems – not just filters, but purifiers that provide a vital layer of protection against a vast array of pollutants. Choose health, choose Berkey.
• •Headline: Long-Lasting Purity, Sustainable Choice. Body: Say goodbye to endless plastic bottles and hello to sustainable, long-term water purification. Each pair of Black Berkey elements can purify thousands of gallons, offering an economical and eco-friendly solution for clean drinking water. Make the switch with BerkeyCleanWater.com.