Brand Tone

Knowledgeable & Expert, Reliable & Trustworthy, Supportive & Partnership-Oriented, Approachable & Friendly, Quality-Focused

Brand Values

• •Quality: Commitment to providing high-quality equipment, parts, and services.
• •Reliability: Being a dependable partner that clients can count on, especially in critical situations.
• •Customer Service & Support: Going above and beyond to help clients succeed, offering guidance and solutions.
• •Expertise & Knowledge Sharing: A dedication to understanding the industry deeply and sharing that knowledge with clients and the broader community.
• •Community Focus: Supporting local beverage producers and understanding the importance of businesses within their communities.
• •Problem Solving & Solutions-Oriented: A proactive approach to tackling client challenges and finding effective solutions.

Best Practices

• •Educate, Don't Just Sell: Focus content on providing valuable insights, solving problems, and sharing expertise. This reinforces the knowledgeable and supportive aspects of the brand.
• •Showcase Expertise Through Storytelling: Use case studies (like the testimonials) and examples of how Gorman-Smith has helped clients overcome challenges and achieve success. This makes the 'reliable' and 'solutions-oriented' claims tangible.
• •Maintain a Professional Yet Approachable Demeanor: While expertise is key, especially in B2B, ensure communication (particularly on social media and in direct interactions) remains friendly and accessible.
• •Emphasize Partnership and Collaboration: Use language that positions Gorman-Smith as a partner invested in the client's success, rather than just a transactional supplier.
• •Ensure Consistency Across All Channels: Whether it's the website, a LinkedIn article by Kyle Smith, or a Facebook post, the core values of quality, reliability, and expertise should shine through in a tone appropriate for that platform. Develop internal guidelines if multiple people are creating content.

Social Perception

Gorman-Smith is perceived as a highly reputable and knowledgeable supplier and consultancy in the beverage (particularly craft brewing) industry. Customers see them as a crucial partner for success, valuing their expertise, reliability, and ability to solve complex problems. The owner, Kyle Smith, is recognized as an expert with significant technical aptitude and experience in brewing and beverage equipment. They are seen as contributors to the industry through knowledge sharing and participation in educational events. There's a sense of trust and confidence in their ability to deliver quality products and support.

Copy Examples

• •Headline: Stop Worrying About Downtime. Start Focusing on Your Craft. Body: At Gorman-Smith, we provide more than just beverage equipment; we deliver peace of mind. Our reliable solutions and expert support ensure your operations run smoothly, so you can dedicate your passion to what truly matters – creating exceptional beverages. Your trusted partner since 1982.
• •Headline: Unlock Peak Efficiency in Your Brewery. Expert Guidance, Quality Equipment. Body: Navigating the complexities of brewery outfitting and maintenance can be daunting. Gorman-Smith offers decades of specialized experience and a curated selection of high-quality equipment and parts. Let us help you optimize your process from grain to glass. Schedule your consultation today.
• •Headline: Your Vision, Our Expertise. Building Better Beverage Businesses, Together. Body: Expanding your capacity or launching a new line? Gorman-Smith collaborates with you every step of the way, from initial design to ongoing support. We’re invested in your success. Discover how our tailored solutions can bring your beverage ambitions to life.
• •Social Media Post: Big thanks to [Brewery Name] for letting us be a part of their latest expansion! Seeing local businesses thrive is what we're all about. Need expert advice on your next beverage equipment upgrade? We're here to help! #BeverageEquipment #CraftBeer #SupportLocal
• •Blog Post Title Idea: The Essential Checklist for Maintaining Your Draught Beer System for Peak Quality & Profitability. Intro Snippet: Consistent quality is key to customer loyalty. As your partners in beverage excellence, we've compiled critical maintenance tips to ensure every pour is perfect. Dive into our latest guide...