Brand Tone

Community-Oriented & Welcoming, Authentic & Passionate, Resilient & Hopeful, Friendly & Approachable, Proudly Scouse/Liverpudlian

Brand Values

• •Community Empowerment
• •Social Responsibility
• •Quality & Affordability
• •Heritage & Tradition
• •Resilience & Regeneration
• •Inclusivity

Best Practices

• •Always Lead with Community: Frame messages around the positive impact on Anfield and its residents. Emphasize "we" and "our" to foster a sense of shared ownership.
• •Be Genuinely Enthusiastic: Let the passion for the bakery, its products, and its mission shine through in the language used. Avoid overly corporate or generic phrasing.
• •Use Warm, Inclusive Language: Make everyone feel welcome. Words like "family," "neighbour," "together," and "welcome" reinforce the community feel.
• •Tell Stories, Don't Just Sell Products: Share anecdotes about the people involved, the history of the bakery, or the impact of community initiatives. This builds an emotional connection.
• •Maintain a Resilient and Positive Outlook: Even when discussing challenges (like the need for regeneration or overcoming economic hardship), focus on the positive actions being taken and the hope for the future.

Social Perception

Beloved Community Institution, Match-Day Ritual, Champion of Local People, Provider of Excellent Food, Beacon of Hope & Positive Change

Copy Examples

• •Headline: More Than Just a Pie. It's a Piece of Anfield. Body: From our famous Shankly Pie to fresh-baked bread, every bite at Homebaked is made with love, right here in the heart of our community. We're serving up deliciousness and dishing out opportunities. Taste the difference community spirit makes. Call to Action: Pop in today – your taste buds and your neighbourhood will thank you!
• •Social Media Post: Another match day, another queue of smiling faces! We're not just fueling fans; we're fueling our community. Every pie you buy helps us provide jobs, training, and a warm welcome for all. Thanks for being part of the Homebaked family! #HomebakedAnfield #LiverpoolFC #CommunitySpirit #MoreThanAPie
• •Product Description (for a new pie): Introducing the 'Oakfield Gold'! A hearty blend of local ingredients, baked fresh daily with the same passion that's kept our ovens warm for generations. It's a taste of Anfield tradition, crafted for today. Get yours before it's gone!
• •About Us Snippet: Brick by brick, loaf by loaf, we're rebuilding and rejoicing in Anfield. Homebaked isn't just a bakery; it's a promise – a promise of good food, good jobs, and a good place for our community to gather and grow. We're proud to be owned by a co-operative of local people, for local people.
• •Volunteer/Support Call to Action: Want to be part of something special? Homebaked thrives on community spirit. Whether it's volunteering your time or simply choosing our bakes, you're helping to write the next chapter of Anfield's success story. Get in touch to learn how you can make a difference!