Brand Tone

Nostalgic & Traditional, Friendly & Welcoming, Trustworthy & Reliable, Quality-Focused & Proud, Community-Oriented & Personal

Brand Values

• •Quality
• •Tradition & Heritage
• •Customer Satisfaction
• •Authenticity & Homemade
• •Loyalty
• •Personal Service

Best Practices

• •Embrace Storytelling: Share anecdotes about the family history, the candy-making process, and long-time customer experiences to reinforce tradition and personal connection. Draw from the rich history mentioned on the "About Us" page and testimonials.
• •Use Warm and Inviting Language: Employ words that evoke comfort, nostalgia, and friendliness. Phrases like "just like Grandma made," "crafted with care," "welcome to our family" will resonate.
• •Prioritize Customer Interaction: In all communications (social media, email, in-store), maintain a helpful, accommodating, and personal tone. Reflect the promise that "the customer is always right."
• •Highlight Quality and Craftsmanship: Consistently mention the "finest ingredients," "small-batch" production, and "hand-crafted" nature of the products to underscore the commitment to excellence.
• •Maintain a Visual Identity that Matches the Tone: Ensure that photography and any visual elements used in marketing also reflect the traditional, homemade, and quality-focused feel of the brand. Showcase the candies, the process, and the welcoming store environment.

Social Perception

Highly Regarded Locally, Associated with High Quality & Great Taste, Known for Excellent & Personal Customer Service, A Cherished Tradition, Trustworthy & Dependable

Copy Examples

• •Taste the Tradition: Gowell's Homemade Candy Since 1959. For over 60 years, our family has been handcrafting the finest chocolates, just like Grandma Wells taught us. Made in small batches with love and the best ingredients, every bite is a sweet memory.
• •Your Perfect Box, Hand-Selected by You. At Gowell's, you're the chocolatier! Come in and choose from our dazzling array of homemade centers to create your dream assortment. Because the best candy box is the one you design yourself.
• •Generations of Sweetness, One Beloved Candy Shop. From grandparents to grandkids, Brockton has made Gowell's their go-to for quality homemade candy. Discover the taste that families have cherished for decades.
• •More Than Candy, It's a Piece of Home. Made right here on North Main Street, our candies are crafted the old-fashioned way – with passion, patience, and the promise of pure delight. Experience the Gowell's difference.
• •Celebrating Life's Sweetest Moments with Gowell's. From holiday gatherings to special "just because" treats, our handcrafted chocolates and confections make every occasion a little sweeter. Let us be part of your next celebration.