Brand Tone

Authentic, Health-Conscious, Passionate, Approachable, Slightly Humorous/Playful

Brand Values

• •Authenticity
• •Quality
• •Health & Wellness
• •Tradition & Heritage
• •Customer Satisfaction
• •Natural Purity

Best Practices

• •Anchor in Authenticity: Always weave in the South African heritage and the traditional, family-recipe aspect. Use words like "authentic," "traditional," "heritage," and "genuine."
• •Highlight Health Benefits Consistently: Every piece of copy should reinforce the key health selling points: high protein, zero sugar, zero carbs, gluten-free, Kosher, and suitability for keto/paleo diets.
• •Speak with Passion and Pride: Let the copy reflect the founder's passion and the company's pride in their unique product. Confident and slightly bold statements can work well, like comparing Biltong favorably to jerky.
• •Maintain an Informative yet Approachable Voice: While providing health information, keep the language clear, direct, and friendly. Avoid overly technical jargon unless explaining a specific process like air-drying.
• •Develop a "Brand Story" Bible: Create a document outlining the core brand story, key messaging points, approved terminology (e.g., "Steak Slices" for Biltong), and the desired emotional connection with the audience. This ensures everyone writing copy for the brand is aligned.

Social Perception

Positive for Taste and Quality, Appeals to Health-Conscious Consumers, Seen as Authentic South African, Kosher Aspect Valued, Growing Recognition

Copy Examples

• •Headline: Taste the Tradition. Fuel Your Life. Body: Joburg Meats brings you authentic South African Biltong, crafted from a 40-year-old family recipe. Packed with protein, zero sugar, and zero carbs – it’s the clean, delicious fuel your active lifestyle demands. Experience the Joburg difference.
• •Headline: Real Biltong. Real Flavor. Real Energy. Body: Forget sugary, processed snacks. Our Steak Slices are air-dried to perfection, locking in rich, savory taste and essential nutrients. Gluten-free, Kosher, and Keto-friendly – snack with confidence and a taste of South African heritage.
• •Headline: From Joburg, With Love (and a Lot of Protein!) Body: Our founder brought his family's passion for authentic Biltong from Johannesburg to your hands. Each slice is a testament to quality ingredients and a time-honored tradition. Snack clean, live fully.
• •Headline: The Original Steak Slices: Keto, Kosher, Craveable. Body: Looking for the perfect high-protein, no-carb snack? Joburg Meats’ Biltong is your answer. Made with simple, clean ingredients and authentic South African recipes for a taste that’s both wholesome and incredibly satisfying.
• •Headline: Elevate Your Snacking Game. The South African Way. Body: Joburg Meats isn't just a snack; it's an experience. Our air-dried Steak Slices offer a tender, flavorful alternative to jerky, rooted in tradition and crafted for modern health. Taste the passion in every bite.