Brand Tone

Friendly, Approachable, Informative, Supportive, Passionate, Encouraging, Playful/Humorous (especially on TikTok), Trustworthy and Reliable

Brand Values

• •Passion for Gardening
• •Customer Empowerment
• •Quality
• •Community
• •Growth and Evolution
• •Accessibility
• •Sustainability (implied)

Best Practices

• •Know Your Roots: Always circle back to the founding story and passion – a shared love for gardening. Let this genuine enthusiasm shine through.
• •Speak Like a Helpful Neighbour: Use welcoming, accessible language. Avoid overly technical jargon unless clearly explained. Imagine you're chatting with a fellow garden lover over the fence.
• •Empower and Educate: Frame copy around helping the customer achieve their gardening goals. Offer tips, solutions, and encouragement.
• •Embrace the "Evolving Garden" Metaphor: Use language that reflects growth, seasons, and the journey of gardening, aligning with the brand's motto.
• •Be "Tommy the Turtle" on TikTok, and "Kevin & Vanessa" Elsewhere (Adapt but Stay Core): While the core tone is friendly and supportive, allow for more playfulness on platforms like TikTok. However, ensure the underlying values of passion and helpfulness remain consistent across all communications. The core voice should still be recognizable.

Social Perception

Dedicated partner for South African gardeners, keen on engaging with a broad audience and staying current, knowledgeable resource, and aiming to be a leading and trusted name in the local gardening community.

Copy Examples

• •Homepage Banner: "Your South African garden adventure starts here! Explore quality seeds, tools, and expert advice to help your green dreams flourish. Let's grow together! #gardeningcoza"
• •Product Description (for a new tool): "Tired of tough soil? Meet your new best friend! Our [Tool Name] is designed for South African gardens, making digging a breeze. Crafted for comfort and durability, it’s time to enjoy the journey, not just the results. Happy planting!"
• •Social Media Post (Instagram - with a vibrant image of flowers): "Chasing away the Monday blues with these vibrant blooms! 🌸💚 What’s bringing colour to your garden this week? Share your snaps and let’s inspire each other! #GardenJoy #ProudlySAgardens #GrowHappy #gardeningcoza"
• •Blog Post Intro: "Ever wondered how to get the juiciest tomatoes or the most fragrant roses? We've got you covered! Dive into our latest guide where we share simple secrets and friendly tips to help your garden thrive, no green thumb required (we promise!)."
• •Email Newsletter Snippet: "Hello Green Thumbs! 🌱 This week at gardening.co.za, we're buzzing about [New Product/Seasonal Tip]. Discover how to [Achieve Benefit] and turn your garden into the envy of the neighborhood. Plus, Kevin & Vanessa share their personal pick of the month!"