Brand Tone

Established & Traditional, Service-Oriented (Potentially Accommodating), Straightforward & No-Nonsense, Community-Rooted (Implied)

Brand Values

• •Selection & Variety
• •Customer Service (Through Accommodation)
• •Longevity & Reliability
• •Family Ownership

Best Practices

• •Develop a Simple Brand Voice Guide: Even a one-page document outlining key characteristics (e.g., "Established," "Helpful," "Comprehensive," "Neighbourly") and words to use/avoid can ensure consistency across any communication.
• •Focus on "Selection" and "Service": These are core strengths. All copy should, where appropriate, subtly reinforce the breadth of products and the willingness to assist (e.g., "If you don't see it, ask us!").
• •Emphasize Longevity and Local Roots: Phrases like "Serving Airdrie since 1994," "Your local liquor experts," or "Airdrie family-owned" can build trust and differentiate from larger, impersonal chains.
• •Keep it Clear and Direct: Avoid overly trendy slang or jargon. The tone should be accessible and informative, reflecting a traditional but reliable business.
• •Train Any Staff Involved in Communication: Ensure anyone writing web content, responding to (future) social media, or even crafting in-store signage understands and can apply the desired brand tone. Consistency builds recognition.

Social Perception

Known for Selection, A Go-To for Special Orders, Familiar & Established Local Business, Potentially Higher Prices (for some items), Traditional, Not Trendy, Helpful, if sometimes initially reserved, staff

Copy Examples

• •Headline: HORSEMAN: Airdrie's Trusted Choice for Quality Spirits, Wine & Beer Since 1994. Body: "For over 30 years, our family has been dedicated to bringing Airdrie the widest selection. Can't find what you're looking for? We'll gladly source it for you. Your satisfaction is our tradition."
• •Headline: Your Celebration Starts at HORSEMAN. Unrivaled Selection, Local Service. Body: "From rare whiskies to your favourite weekday wine, discover Airdrie's most extensive collection. We're your local experts, ready to help you find the perfect bottle for any occasion. Special requests always welcome."
• •Headline: Don't Just Search, Find. HORSEMAN – We Stock What Others Don't. Body: "Tired of limited choices? HORSEMAN prides itself on a vast inventory and our commitment to special orders. If it's available, we'll aim to get it. Experience the difference selection makes."
• •Headline: HORSEMAN: Quality, Variety, and a Commitment to Airdrie. Body: "As a family-owned Airdrie business, we understand our community. That's why we offer an unmatched selection and personalized service, including special orders for that unique find. Visit us – your local liquor destination."
• •Headline: Beyond the Shelf: At HORSEMAN, We Go the Extra Mile. Body: "With Airdrie's largest selection, chances are we have what you need. And if not? Our family is dedicated to tracking down your special requests. That's the HORSEMAN promise, since 1994."