Brand Tone

Authentic, Patriotic/Proud, Trustworthy/Reliable, Friendly/Approachable, Community-Oriented

Brand Values

• •Support for Local Economy
• •Authenticity
• •Quality
• •Australian Heritage
• •Customer Satisfaction

Best Practices

• •Develop a Brand Voice Guide: Create a simple document outlining key characteristics of your brand's tone (e.g., "Proudly Australian," "Warm & Welcoming," "Focus on Quality"), with examples of do's and don'ts.
• •Use "We" and "Our" to Foster Connection: Speak from the perspective of the brand as a collective that is passionate about its mission (e.g., "We believe in the quality of Australian craft").
• •Highlight the "Why": Consistently weave in the reason behind the brand – supporting Australian businesses and sharing authentic products. Don't just describe what you sell, but why it matters.
• •Incorporate Australian Vernacular (Authentically and Sparingly): If appropriate for the specific copy, using well-known and positive Australian colloquialisms can enhance the local feel (e.g., "fair dinkum quality," "true blue"). Avoid overdoing it to maintain broad appeal.
• •Maintain Consistency Across All Channels: Ensure the tone used on the website, in emails, on product descriptions, and any future social media or advertising is harmonious and reinforces the same core brand identity. Review copy regularly to check for alignment.

Social Perception

The intended perception is that of a reliable source for authentic Australian goods, appealing to consumers who prioritize supporting local industries and appreciate unique, quality items. Potential customers would likely perceive the brand as a niche retailer focused on Australian-made items.

Copy Examples

• •Headline for a new gourmet product: "Taste the True Blue: Our New [Product Name] is Aussie Goodness, Bottled."
• •Email subject line for a seasonal promotion: "Deck the Halls with Aussie Spirit! 🇦🇺 Shop Unique Gifts, Support Local."
• •Product description snippet: "Handcrafted with passion right here in [Australian Region], this [Product Name] isn't just a purchase, it's a piece of Australia you can treasure. Experience the difference local quality makes."
• •"About Us" page excerpt: "We're more than just a store; we're a celebration of all things Aussie. Good Aussie Stuff was born from a love for our land and the incredible talent of our local makers. Every item tells a story of dedication and true Australian spirit."
• •Call to action button: "Bring a Bit of Aussie Home" or "Discover Your New Aussie Favourite."