Brand Tone

approachable, no-nonsense, and community-centric

Brand Values

• •Quality & Consistency
• •Authenticity & "No-Nonsense" Attitude
• •Community Focus
• •Approachability
• •Fun & Passion

Best Practices

• •Embrace the "No-Nonsense" Voice: Always write in a clear, direct, and honest tone. Avoid overly flowery or pretentious language. The copy should sound like it's coming from a knowledgeable but approachable friend, not a marketing department.
• •Highlight Your Roots: Regularly mention Dartmouth, Burnside, and Nova Scotia. Grounding the brand in its physical location reinforces its authenticity and community value. Use phrases like "Brewed here in Dartmouth" or "A Burnside original."
• •Speak Directly to the "Why": Focus on the why behind the beer—a reward after hard work, a companion for good times, a simple pleasure. This connects the product to the customer's life, aligning with the "work hard, have fun" ethos.
• •Use "Approachable" Language: When describing beers, balance craft terminology with simple, relatable descriptions. For example, alongside "massively dry-hopped," use phrases like "bursting with juicy, tropical flavor." This makes the beer accessible to both connoisseurs and casual drinkers.
• •Keep it Community-Centric: Frame marketing messages around shared experiences. Use "we" and "us" to foster a sense of belonging. Create copy that invites interaction, whether it's visiting a taproom, joining an event, or sharing a photo, reinforcing the brand as a community hub.

Social Perception

Customers and the public generally perceive Burnside Brewing Company as a reliable, local brewery that produces quality, easy-drinking beers. They have a positive reputation for lagers, are seen as a local staple in Nova Scotia, and have a strong, positive association for dog owners due to their 'Toller' brand and dog-friendly events. They are consistently viewed as approachable and not pretentious.

Copy Examples

• •No pretense. No 15-ingredient flavor profiles. Just ridiculously good, cold, crisp beer. Because sometimes, 'tastes like beer' is the highest compliment. #BurnsideBrewing #NoNonsense #CraftLager
• •Work Hard. Have Fun. Make Great Beer. Located in the heart of Burnside, we're proud to brew straightforward, quality craft beer for our community. No fluff, just the good stuff. Come have a pint with us.
• •Your loyal companion for any occasion. Toller is our answer to the everyday beer—but better. We crafted this lager to be clean, refreshing, and incredibly easy-drinking. It's the perfect reward after a long day or the go-to for a weekend with friends. Simple, reliable, and always delicious.
• •Proudly brewed in a 'decidedly un-hip' industrial park. Because great beer is about what's in the can, not where it's made. Your local Dartmouth brewery.
• •Pooches & Pints is back! Bring your best four-legged friend down to the taproom this Saturday from 12-4 PM. We'll have the fresh beer flowing for you and the water bowls ready for them. Good dogs and great beer—it doesn't get better than that. #PoochesAndPints #Dartmouth