Brand Tone

Nostalgic & Traditional, Friendly & Welcoming, Community-Oriented, Authentic & Handcrafted, Comforting & Indulgent

Brand Values

• •Heritage & Legacy
• •Quality & Craftsmanship
• •Community Engagement
• •Customer Experience
• •Resilience & Innovation

Best Practices

• •Embrace the Heritage: Always weave in elements of Joe Brown's rich history (est. 1932, Portland original) and the idea of a 'secret recipe' or 'time-honored tradition.' This reinforces authenticity and nostalgia.
• •Keep it Warm and Friendly: Use inviting, approachable language. Address the customer directly and make them feel like part of the Joe Brown's family and community.
• •Highlight 'Handcrafted' and 'Quality': Consistently mention the small-batch, handcrafted nature of the products to emphasize quality and care, distinguishing it from mass-produced alternatives.
• •Connect with Portland: Reference its local roots and connection to the Portland community whenever relevant. This strengthens its identity as a beloved local institution.
• •Balance Tradition with Evolution: While celebrating the past, also subtly nod to current developments (like new locations or the lounge) to show the brand is dynamic and growing, yet still true to its core values. Use phrases that suggest enduring appeal combined with fresh energy.

Social Perception

Beloved Local Icon, Provider of High-Quality, Delicious Treats, Community-Focused & Historically Significant, Reliable & Enduring, More than just Popcorn

Copy Examples

• •Headline: Still Poppin' Since 1932. Body: Taste the tradition in every kernel. Joe Brown's Carmel Corn – handcrafted with the same secret recipe that’s been making Portland smile for generations. Bring home a bag of history. (Tone: Nostalgic, Authentic)
• •Headline: Your Neighborhood Sweet Spot Just Got Sweeter. Body: From the heart of Lloyd Center to our new home on MLK, Joe Brown's is more than just carmel corn. It's a piece of Portland, a taste of home, and a gathering place for friends. Come share a memory with us. (Tone: Friendly, Community-Oriented, Welcoming)
• •Headline: The Original. The Unforgettable. The Joe Brown's. Body: Why mess with perfection? Our small-batch carmel corn is made with the same love and care as it was in 1932. Rich, crispy, and oh-so-satisfying. Experience the classic. (Tone: Authentic, Confident, Traditional)
• •Headline: More Than a Treat. It's a Tradition. Body: For birthdays, holidays, or just because – Joe Brown's Carmel Corn has been part of Portland's celebrations for decades. Share the joy, share the flavor. Order online or visit us today! (Tone: Nostalgic, Celebratory, Friendly)
• •Headline: Building Community, One Delicious Kernel at a Time. Body: We're proud to be Portland-grown. From our classic carmel corn to the vibrant atmosphere at Joe Brown's Lounge, we're invested in our community's flavor and future. Taste the legacy, support local. (Tone: Community-Oriented, Authentic, Forward-looking)