Brand Tone

professional, direct, and functional

Brand Values

• •Durability and Reliability
• •Performance and Efficiency
• •Value
• •Tradition and Innovation

Best Practices

• •Lead with Business Benefits: Always frame features in terms of what they mean for the business owner. Instead of "Our mixer has a 1.5 HP motor," write "Power through 20 quarts of heavy dough with ease, reducing prep time and increasing output."
• •Use a Professional, No-Nonsense Tone: Avoid slang, emojis, and overly casual language. The copy should be direct, clear, and confident, reflecting the brand's expertise.
• •Emphasize "Workhorse" Keywords: Consistently use words like "durable," "reliable," "heavy-duty," "commercial-grade," "powerful," and "efficient" to reinforce the brand's core identity.
• •Target the Professional: Write for an audience that understands the industry. Assume they are knowledgeable about kitchen operations and are looking for a long-term, reliable investment for their business.
• •Maintain a Focus on Value and ROI: Highlight the balance between price and performance. Position the brand as the smart, logical choice for businesses that need to maximize their return on investment without sacrificing quality.

Social Perception

workhorse brand

Copy Examples

• •Your kitchen's demands don't stop, and neither should your mixer. The General GEM120 is engineered for the toughest doughs and highest volumes, delivering consistent results shift after shift. A powerful and reliable workhorse for any professional bakery.
• •Boost prep speed and ensure perfect uniformity with a General Slicer. Designed for continuous use in delis and restaurants, our slicers offer the reliability you need at a price that respects your bottom line. Equip your kitchen for excellence.
• •For over 70 years, General has been the trusted name in foodservice equipment. From mixers to ranges, every piece is built with one goal: to support your business's success. Choose the durable, efficient, and cost-effective solution. Choose General.
• •Meet the dinner rush head-on. General Commercial Fryers feature rapid heat recovery to keep service moving and deliver perfectly golden results every time. Designed for safety, efficiency, and any kitchen layout.
• •At The Legacy Companies, we are proud of our brand General Food Service, which has empowered commercial kitchens since the 1940s. We continue our tradition of providing reliable, high-performance equipment that restaurant owners and chefs can count on every single day.