Brand Tone

Friendly and Approachable, Passionate and Proud, Authentic and Traditional, Customer-Focused, Informative and Helpful

Brand Values

• •Quality
• •Heritage & Family Tradition
• •Authenticity (Wisconsin Made)
• •Customer Satisfaction
• •Craftsmanship
• •Community

Best Practices

• •Develop a Brand Voice Persona: Create a clear persona for the brand's voice (e.g., "The friendly, knowledgeable Wisconsin cheese artisan who's like a welcoming neighbor"). All copy should sound like it's coming from this persona.
• •Use "Family" and "Heritage" Authentically: Weave in the family story and Wisconsin roots naturally. Avoid making it sound like a corporate talking point. Use phrases like "our family," "Grandfather's creamery," "from the heart of America's Dairyland."
• •Emphasize Quality through Specifics: Instead of just saying "high quality," mention "hand-crafted," "artisan," "small-batch," "aged cheddar," or "locally sourced Wisconsin milk" to provide tangible evidence of quality.
• •Maintain a Warm, Conversational Style in Customer Interactions: Especially on social media and in email marketing, use friendly, approachable language. Respond to comments and questions with genuine warmth.
• •Create a Simple Style Guide: Document key brand phrases, words to use (e.g., "artisan," "hand-crafted," "Wisconsin-made," "family") and words to avoid (e.g., overly technical jargon, generic corporate speak). Ensure anyone writing copy for the brand has access to this.

Social Perception

High-Quality Products, Reliable & Trustworthy, Good for Gifts, Authentic Wisconsin Experience, Good Customer Service, Premium (Potentially Expensive)

Copy Examples

• •Headline: Taste the Tradition in Every Bite. Body: For 75 years and four generations, our family has poured passion into every hand-crafted cheese and sausage. From our home in America's Dairyland to yours, experience the authentic flavor of Wisconsin. Call to Action: Discover Our Family Favorites.
• •Headline: The Perfect Gift, Crafted with Wisconsin Pride. Body: Looking for a gift that truly delights? Share the rich, artisan taste of Gardners Wisconsin Cheese and Sausage. Beautifully packaged and bursting with flavor, it's a taste of tradition they'll savor. Call to Action: Shop Gourmet Gift Boxes.
• •Headline: From Our Creamery to Your Table: Unforgettable Flavor. Body: We believe great cheese starts with great dairy. That's why we only use the highest quality, locally sourced Wisconsin ingredients. Experience the difference that hand-crafted quality makes. Call to Action: Explore Our Artisan Cheeses.
• •Headline: Gather 'Round with Gardners. Body: Whether it's a holiday feast, a summer BBQ, or a cozy night in, make it memorable with Gardners. Our oven-baked cheeses and savory sausages are made for sharing. What traditions will you start? Call to Action: Find Your New Favorite.
• •Social Media Post (with image of a sizzling oven-baked cheese): Text: Get that Friday feeling with our famous Oven-Baked Cheese! 🔥 Easy to prepare, incredibly delicious, and perfect for sharing (or not 😉). What are you pairing it with tonight? #WisconsinCheese #GardnersCheese #OvenBakedCheese #FoodieFriday #CheeseLover Call to Action: Tap to Shop!