Brand Tone

Passionate, expert, and community-focused. The brand acts as a proud and respectful curator, fostering a welcoming and educational environment that unites aficionados and introduces high-quality biltong to newcomers, emphasizing a collective 'we' as a community marketplace.

Brand Values

• •Quality and Craftsmanship
• •Authenticity and Tradition
• •Community
• •Ethical Sourcing
• •Convenience

Best Practices

• •Promote Your Producers: Make artisan producers the heroes of your narrative. Use "we" to refer to The Biltong Merchant as the platform, but give prominence to individual creators in posts, blogs, and product descriptions.
• •Educate, Don't Just Sell: Focus your content on educating the customer. Write about what makes a cut of meat ideal for biltong, the history of spices, or how to pair biltong. This reinforces your expert and passionate tone.
• •Actively Build Community: Don't wait for reviews to appear. Actively solicit them. Launch "review and win" contests, ask questions in your posts ("How do you like your biltong, wet or dry?"), and create a Facebook group to foster conversation.
• •Use Quality-Centric Language: Consistently employ words that evoke quality and natural processes. Terms like "handmade", "artisan", "ethically sourced", "premium", "naturally air-dried", and "small-batch" should be recurrent in your communication.
• •Maintain a Consistent Visual Identity: Ensure your photos and videos match your brand's tone. They should be high-quality, authentic, and have a rustic aesthetic. Show the product, the people who make it, and happy customers to build a cohesive and trustworthy brand image.

Social Perception

Currently neutral to non-existent. The brand has not yet built a solid public reputation due to a lack of online reviews and social media conversation. The main perception is what they project themselves: a professional marketplace for biltong. For those who interacted at events, the perception is likely positive, but for the wider online market, they are largely unknown.

Copy Examples

• •Meet the Artisan: [Producer's Name]. True biltong is more than a snack; it's a story of passion. This week, we celebrate [Producer's Name], whose family recipe and commitment to ethically sourced meat create an unforgettable flavor. Discover their journey from farm to your door on our marketplace. #TheBiltongMerchant #ArtisanBiltong #UKFoodies #MeetTheArtisan
• •The Best UK Biltong, All in One Place. We've scoured the country to bring together the most passionate biltong producers under one roof. Forget average snacks. This is artisan, high in protein, and bursting with flavor. Taste the difference. Discover the collection.
• •🔥 Chili, Garlic, or Classic? Find Your Flavor.
• •A Taste of Tradition. Handcrafted and seasoned with a secret family blend of coriander and black pepper, this traditional biltong is a true taste of South African heritage. Made with premium British silverside, it's air-dried to perfection for a tender, naturally high-protein bite. Ideal for post-workout or a truly satisfying snack.
• •Naturally Fuel Your Performance. Tired of sugary protein bars? Biltong is the clean, high-protein, low-carb snack your body needs. No added sugars or weird additives, just perfectly spiced, air-dried British beef. Elevate your nutrition. #Biltong #HighProtein #KetoUK #FitnessFuel