Brand Tone

Traditional & Heritage-Inspired, Quality-Conscious & Craft-Oriented, Friendly & Approachable, Passionate & Enthusiastic, Slightly Rustic & Down-to-Earth

Brand Values

• •Quality
• •Heritage/Tradition
• •Craftsmanship
• •Authenticity
• •Community
• •Enjoyment & Sociability

Best Practices

• •Develop a Brand Voice Guide: Document the key elements of your tone (e.g., traditional yet friendly, passionate, quality-focused) and share it with anyone creating content. Include examples of do's and don'ts.
• •Embrace Storytelling: Weave in elements of your brand's heritage, the inspiration behind your products, and the passion of the makers. This reinforces the traditional and craft-oriented aspects.
• •Use Consistent Terminology: Stick to specific words and phrases that reflect your brand. For instance, consistently using terms like "crafted," "small-batch," "heritage," and "traditional" when appropriate.
• •Engage Authentically on Social Media: Respond to comments and messages in a manner that is friendly, approachable, and reflects your brand's personality. Avoid overly corporate or generic responses.
• •Review and Refine: Regularly audit your website copy, social media posts, and marketing materials to ensure they align with the defined brand tone. Get feedback and make adjustments as needed to maintain consistency.

Social Perception

Customers and the public generally perceive Flat Cap Drinks as a purveyor of high-quality, British-made gins with appealing and unique flavors. The branding is seen as distinctive and memorable, often associated with tradition and the British countryside. The company is viewed as passionate about its products and engaged with its customers. Positive reviews highlight the taste, quality, and attractive presentation of the spirits. The award wins contribute to a perception of credibility and excellence.

Copy Examples

• •Website Banner/Ad: "Pour a Taste of Tradition. Discover Flat Cap Drinks – meticulously crafted spirits for discerning palates. Inspired by heritage, perfected for today."
• •Social Media Post (New Product): "Introducing the latest from our stills! Crafted with the same passion and finest botanicals you’ve come to expect. What will you be mixing with our new [Product Name]? #FlatCapDrinks #BritishGin #CraftSpirits #NewFlavour"
• •Product Description Snippet: "Our [Product Name] Gin is a heartfelt nod to timeless British flavours. Small-batch distilled with [key ingredients], it’s a smooth, characterful spirit that’s perfect sipped neat or as the heart of your favourite G&T. Experience the Flat Cap difference."
• •Email Newsletter Subject Line: "A Tipple of Tradition: Discover What's New at Flat Cap Drinks!"
• •Event Promotion: "Join us at the [Event Name]! We'll be sharing our award-winning gins and good cheer. Come say hello and sample the true taste of Flat Cap craftsmanship. #MeetTheMaker #SupportLocal #FlatCapEvents"