Brand Tone

Artisanal & Passionate, Quality-Focused & Discerning, Community-Oriented & Welcoming, Honest & Transparent, Slightly Playful/Modern

Brand Values

• •Quality & Craftsmanship
• •Natural & Local Ingredients
• •Tradition & Heritage
• •Authenticity
• •Community
• •Sustainability

Best Practices

• •Develop a Brand Voice Guide: Document the defined tone (artisanal, passionate, quality-focused, welcoming, honest) with examples of 'do's and don'ts' for language, specific keywords (e.g., 'hand-crafted,' 'long-fermented,' 'natural leaven,' 'locally sourced'), and imagery.
• •Prioritize Storytelling: Weave in the narrative of the heritage sourdough starter, the founders' passion, and the journey of the ingredients. This reinforces authenticity and craftsmanship.
• •Emphasize Quality and Process: Consistently highlight the use of high-quality, local, and natural ingredients, and the time-honoured baking techniques (slow fermentation, natural leaven). Avoid overly technical jargon but educate customers on what makes the products special.
• •Be Authentic and Transparent, Especially in Response to Issues: When addressing customer concerns or negative events (like the recall or pest control incident), maintain an honest, accountable, and empathetic tone that aligns with the brand's core values. Acknowledge feedback and explain actions taken.
• •Ensure Consistency Across All Channels: Whether it's website copy, social media posts, in-store signage, or customer service interactions, the language and tone should consistently reflect the established brand personality. Train all staff involved in communication on the brand voice.

Social Perception

Generally, Daily Bread is perceived as a provider of premium bakery products, particularly their sourdough and pastries. They have a strong, almost 'cult following' for certain items. Award-Winning. Their numerous awards, especially for hot cross buns, contribute to a perception of excellence. Trendy & Popular. Their cafes are often described as trendy spots, attracting a loyal customer base and sometimes long queues. Some customers have recently expressed that quality might be inconsistent across the expanding number of locations or that prices are high. The recent product recall and, more significantly, the bird poisoning incident have negatively impacted public perception, leading to customer backlash and boycotts from some. This suggests that while the core perception is positive, the brand is vulnerable to damage when actions don't align with perceived values like care and potentially, ethical practices.

Copy Examples

• •Headline: Our Daily Obsession: Crafting Perfection, One Loaf at a Time. Body: It starts with a 600-year-old tradition, nurtured by hands that understand dough. Our long-fermented sourdough isn't just bread; it's a commitment to flavour, texture, and the pure joy of baking with the finest New Zealand ingredients. Taste the dedication.
• •Instagram Post (Image of a golden croissant): Layers of flaky, buttery perfection. Each croissant at Daily Bread is a testament to time-honoured techniques and a passion for the simple, done exceptionally well. What's your morning ritual? #DailyBreadNZ #ArtisanBakery #HandcraftedGoodness
• •Product Description (for a specific sourdough): Meet our Sprouted Quinoa Sourdough: a wholesome heart, a deeply caramelised crust, and an open crumb that sings of slow fermentation. Crafted with organic New Zealand quinoa and our signature natural leaven, it’s an 'old soul' in every slice.
• •Facebook Ad: More than just a bakery, we're your local haven for handcrafted goodness. From the tangy heart of our sourdough to the delicate crumb of our pastries, Daily Bread is a celebration of pure ingredients and the art of baking. Find your nearest slice of heaven. [Link to locations]
• •Website 'About Us' Snippet: We believe in honest bread. Bread that tells a story of its ingredients – locally sourced, organic where possible – and the patient, traditional methods that bring it to life. It’s our daily commitment to you.