Brand Tone

Trustworthy, Dependable, Caring, Compassionate, Practical, No-Nonsense, Community-Oriented, Friendly, Eco-Conscious

Brand Values

• •Quality & Durability
• •Philanthropy & Social Responsibility
• •Animal Welfare
• •Customer Satisfaction & Ease of Use
• •American Made & Family-Oriented
• •Sustainability

Best Practices

• •Always Circle Back to Core Values: Ensure that messaging, whether about product features or promotions, subtly or overtly reinforces values like quality, durability, compassion (Coops for a Cause), and American-made.
• •Maintain a Balance of Practicality and Purpose: While highlighting the functional benefits (easy to clean, predator-proof), consistently weave in the philanthropic aspect. Customers are buying a great coop *and* supporting a cause.
• •Use Trustworthy and Assuring Language: Words like "durable," "secure," "long-lasting," "guaranteed," and "quality craftsmanship" reinforce dependability. Avoid overly trendy or frivolous language.
• •Show, Don't Just Tell, the "Caring" Aspect: Feature customer testimonials (with permission) that speak to both product satisfaction and appreciation for the company's mission. Use visuals that depict healthy, happy chickens in well-maintained coops.
• •Develop a Style Guide: Create a simple internal guide that outlines key brand phrases (e.g., "The Last Coop You'll Ever Need To Buy," "Coops for a Cause"), preferred terminology (e.g., "flock" instead of just "chickens" where appropriate), and the overall feeling the copy should evoke (e.g., "reassuring," "purpose-driven," "down-to-earth"). This ensures anyone writing copy understands and maintains consistency.

Social Perception

Positive, Respected, Ethical, Trustworthy, Reliable, High-Quality Provider, Supportive of a Cause

Copy Examples

• •Headline: Secure Their Future. Protect Your Flock. Body: With a Henlay coop, you're not just investing in the safest, most durable home for your chickens – you're helping to build a safer future for children. A portion of every sale goes to fight child trafficking. Quality coops, for a cause that matters. Call to Action: Shop Coops & Make a Difference.
• •Headline: Built for Life. Designed for Good. Body: Tired of flimsy coops that don't last? Our American-made, recycled plastic coops are engineered for decades of happy hens and easy keeping. Plus, your purchase supports "Coops for a Cause," empowering the fight against child trafficking. Call to Action: Discover the Henlay Standard.
• •Headline: Peace of Mind in Your Backyard. And Beyond. Body: Henlay coops offer unparalleled predator protection and all-weather durability, meaning happier, healthier chickens. And because we believe in a better world, every coop sold helps fund anti-trafficking efforts. Call to Action: Give Your Hens the Best & Give Back.
• •Social Media Post: Image: Happy customer photo with their Henlay coop. Text: Another happy flock settling into their forever home! ❤️ Our Henlay coops are more than just shelter; they're a promise of quality, durability, and a commitment to a greater good through our "Coops for a Cause" program. Thanks for sharing, [Customer Name]! #HenlayCoops #CoopsForACause #HappyChickens #MadeInUSA Call to Action: Learn more about our mission: [Link to About Us/Coops for a Cause page]
• •Product Page Snippet: Focus: Durability & Ease of Cleaning Text: "The Last Coop You'll Ever Need To Buy!" Crafted from heavy-duty, 100% recycled plastic, our coops withstand the toughest conditions and clean in a snap. Say goodbye to rot and constant repairs, and hello to more time enjoying your flock. Every purchase also supports our fight against child trafficking. Call to Action: View Coop Specifications.