Brand Tone

Community-focused and Inclusive, Cultural and Traditional, Welcoming and Friendly, Informative and Celebratory, Respectful

Brand Values

• •Community: Fostering a strong, supportive, and connected Malayalee community.
• •Culture: Preserving, promoting, and celebrating Malayalee culture, language, arts, and traditions.
• •Inclusivity: Welcoming all members of the Malayalee diaspora.
• •Service: Providing a platform for networking, support, and community services.
• •Celebration: Organizing and promoting cultural events and festivals.
• •Heritage: Honoring and passing on Malayalee heritage to future generations.

Best Practices

• •Always Emphasize Community: Use words like "we," "us," "together," "our community," "join us," to foster a sense of belonging.
• •Celebrate Culture Authentically: Refer to specific traditions, festivals, art forms, and even use common Malayalam phrases (with translations if needed for a broader audience) respectfully and accurately.
• •Maintain a Welcoming and Inclusive Voice: Ensure language is inviting to all Malayalees, regardless of age, background, or how long they've been away from Kerala. Avoid jargon that might alienate newcomers.
• •Be Informative and Enthusiastic: When promoting events or initiatives, provide clear details while also conveying genuine excitement and passion for the cultural significance or community benefit.
• •Reflect Core Values in Every Message: Whether it's a simple announcement or a call to action, ensure the underlying message aligns with values like cultural preservation, community support, and celebration of heritage. For instance, highlight how an event supports local artists or brings families together.

Social Perception

Generally perceived positively as vital community hubs for Malayalees living outside Kerala. Seen as organizations that help maintain cultural identity and provide a sense of belonging. Valued for organizing cultural events, social gatherings, and sometimes charitable activities. The perception is less of a "brand" in the commercial sense and more of a community institution or association. Trust and relevance are built on their ability to serve their community's cultural and social needs.

Copy Examples

• •Step into the vibrant colours of Kerala! ✨ Join us for our annual Onam Celebration – a day filled with traditional Pookalam, delicious Onasadhya, exciting cultural performances, and the warmth of our community. Let's celebrate together! #MalayaleeClub #Onam2024 #KeralaCulture #CommunityLove #Tradition
• •Connect with your roots. Belong to a family. Become a member of the Malayalee Club today and enjoy exclusive events, cultural workshops, and the joy of a thriving community. Your heritage, our shared future. Join us!
• •Experience the enchanting rhythms of Kerala! The Malayalee Club proudly presents an evening of classical dance and music, showcasing the rich artistic heritage of our land. Book your tickets now for a memorable cultural journey. Supporting our artists, celebrating our culture.
• •Missing the taste of home? Or want to share your favourite Malayalam poem? Our club is more than just events; it's a space for connection. Share your thoughts, memories, and let's keep our community spirit alive! #MalayaleeCommunity #KeralaLove #StrongerTogether
• •Be the heart of our community! We're looking for passionate volunteers to help us make our upcoming [Event Name] a grand success. Lend your skills, share your enthusiasm, and help us create unforgettable experiences. Together, we make our club shine! #Volunteer #CommunitySpirit #MalayaleeClubEvents #MakeADifference