Brand Tone

Appetizing & Indulgent, Friendly & Welcoming, Premium & Gourmet, Nostalgic & Authentic

Brand Values

• •Quality
• •Tradition/Heritage
• •Customer Satisfaction
• •Authentic Tropical Experience

Best Practices

• •Develop a Brand Voice Chart: Create a document that explicitly defines the brand's personality traits (e.g., Authentic, Premium, Friendly, Tropical) and provide do's and don'ts for language, including specific words to use or avoid.
• •Focus on Sensory Language: Use vivid, descriptive words that appeal to taste, smell, and sight to convey the deliciousness and tropical nature of the products (e.g., sun-ripened, zesty, velvety, golden).
• •Emphasize Quality and Heritage: Consistently weave in mentions of all-natural ingredients, gourmet quality, baked fresh, and the brand's long history in the Florida Keys.
• •Maintain a Friendly and Appreciative Stance: Especially in social media and customer interactions, use warm, welcoming language. Show gratitude for customer loyalty and feedback.
• •Ensure Visual Consistency: While not strictly copywriting, the accompanying visuals should always align with the tropical, high-quality, and appetizing brand tone. The copy and visuals must work together to tell the same story.

Social Perception

Positive: Customers generally perceive Dockside Market (Key Largo) as a provider of high-quality, delicious, and authentic tropical cakes. They are seen as a reliable source for gourmet treats, especially for gifting. Special Treat/Gift: The products are often purchased for special occasions, as gifts, or as a gourmet indulgence. Trusted: The long history and positive accolades (like the New York Times mention) contribute to a perception of trustworthiness and established quality.

Copy Examples

• •Headline: Taste the Florida Keys: Our Famous Key Lime Bundt Cake, Delivered to Your Door. Body: Since 1978, Dockside Market has been baking sunshine into every bite. Made with all-natural ingredients and 100% real Key lime juice, it’s the authentic tropical escape your taste buds deserve. As the New York Times said, it's the best!
• •Social Media Post (with a vibrant cake image): Escape to the tropics with our Honeybell Orange Bundt Cake! 🍊 Each slice is a burst of fresh, citrusy sunshine, supremely moist and made with genuine Florida Honeybell tangelo juice. What are you waiting for? Treat yourself! #DocksideMarket #FloridaKeys #HoneybellOrange #GourmetCakes #SweetEscape
• •Email Subject: A Taste of Paradise Awaits – Discover Dockside Market’s Gourmet Cakes Body: Craving something special? At Dockside Market, we pour our heart (and the freshest, all-natural ingredients!) into every tropical cake we bake. From our award-winning Key Lime to rich Island Rum, find your perfect slice of the Florida Keys. Shop now and bring home a little sunshine.
• •Product Description Snippet (for Lemon Cake): Brighten your day the Key Largo way! Our Lemon Bundt Cake is a delicate, fabulously rich treat, bursting with 100% real lemon juice and moistened with lemon pudding. Finished with a sweet, sugary lemon glaze, it’s a truly luscious taste of a tropical sunset.
• •Promotional Ad Copy: Headline: The Sweetest Gift from the Keys! Body: Looking for the perfect gourmet gift? Dockside Market’s tropical cakes, baked fresh with all-natural ingredients, are a delightful surprise for any occasion. Shipped nationwide – send a little Florida sunshine today!