Brand Tone

Passionate, Knowledgeable, Friendly, Curated, Quality-Focused

Brand Values

• •Quality
• •Curation & Discovery
• •Accessibility & Education
• •Community
• •Passion

Best Practices

• •Develop a Brand Voice Guide: Document the key elements of your tone (passionate, knowledgeable, friendly, curated) with examples of do's and don'ts. Share this with anyone creating content.
• •Storytelling is Key: Don't just describe products; tell their stories. Where does the cheese come from? Who makes it? What makes it special? This reinforces the artisanal and curated values.
• •Educate with Enthusiasm: Share knowledge about cheese types, pairings, and producers in an accessible and exciting way. Avoid jargon where possible, or explain it clearly. This makes the world of artisan cheese less intimidating and more inviting.
• •Engage Authentically: When responding to comments or messages, maintain the friendly, passionate, and helpful tone. Personalize responses where possible to build community.
• •Show, Don't Just Tell, Quality: Use vivid, sensory language that evokes the taste, texture, and aroma of the cheeses. High-quality visuals on platforms like Instagram should be complemented by equally descriptive and appealing copy.

Social Perception

Positive Reputation, Knowledgeable Source, East End Gem, More than just a shop, Engaging

Copy Examples

• •Instagram Post (New Cheese Arrival): Say hello to your new obsession! 🧀✨ Just in from the rolling hills of [Region], this [Cheese Name] is a [brief, evocative description e.g., creamy, dreamy, washed-rind wonder with notes of toasted hazelnut and a hint of meadowsweet]. Our cheesemongers are already dreaming up the perfect wine pairings. Swing by the shop – a taste of this is an experience you won't want to miss! #GoodCheeseTO #ArtisanCheese #TorontoFoodies #NewArrival #CheeseLove
• •Website Banner (Promoting Cheese Club): Unlock a World of Flavor. 🗝️ Join the Good Cheese Club and let our experts surprise your palate each month with a curated selection of exceptional cheeses, perfect pairings, and the stories behind them. Adventure awaits, one delicious delivery at a time. Sign up today!
• •Email Newsletter Snippet (Highlighting a Producer): Meet the Maker: [Artisan Producer Name] ✨ This week, we're celebrating the passion and craftsmanship of [Producer Name], the hands behind the incredible [Specific Cheese by Producer]. They believe in [mention a core value of the producer, e.g., sustainable farming, traditional methods], and it shines through in every bite. Discover their story and taste the dedication at Good Cheese.
• •In-Store Signage (For a Tasting Event): Sip, Savour, Discover! 🍷🧀 Join us this Friday for an exclusive evening of [Type of] Wine & Cheese Pairing. Our cheesemongers will guide you through a journey of delightful textures and tastes. Limited spots – because good things (and good cheese) are best shared intimately. Inquire within or visit goodcheese.ca to book.
• •Social Media Ad (General Brand Awareness): More Than Just Cheese, It's a Good Cheese Experience. ✨ From hand-cut artisan selections and perfectly paired wines to expert advice and a passion for flavour, we're your East Chinatown destination for all things delicious. Come find your new favourite. #GoodCheese #TorontoCheeseShop #WineBarTO #ArtisanFood #SupportLocalTO