Brand Tone

friendly, knowledgeable, and approachable

Brand Values

• •Quality
• •Expertise & Knowledge
• •Customer Focus & Service
• •Community
• •Passion for Gardening
• •Tradition & Legacy

Best Practices

• •Develop a Tone of Voice Guide: Document the key characteristics of your brand's voice (e.g., friendly, expert, encouraging, community-focused) with examples of 'do's and don'ts' for all team members who create content.
• •Know Your Audience: Understand who you're talking to – their gardening knowledge, their aspirations, and their challenges. Tailor your language to be relatable and helpful to them.
• •Prioritize Clarity and Helpfulness: Always aim to provide value. Whether it's product descriptions, gardening tips, or event announcements, ensure the information is easy to understand and genuinely useful.
• •Infuse Passion and Enthusiasm: Let your love for gardening shine through in your words. Use positive and encouraging language that inspires customers.
• •Maintain Consistency Across All Channels: Ensure the tone is consistent whether it's on your website, social media posts, email newsletters, in-store signage, or staff interactions. Regular internal reviews of content can help maintain this.

Social Perception

reputable and reliable local institution

Copy Examples

• •Headline: Your Dream Garden Starts Here. Our Experts Are Ready to Help! Body: 'Whether you're planting your first petunia or designing a perennial paradise, Knippel Garden Centre has everything you need. From vibrant annuals to majestic trees, plus friendly advice to make your garden thrive. Come see why great gardens begin at Knippel's!'
• •Social Media Post (with an image of a blooming plant): 'Hello, sunshine! ☀️ Look what just arrived – these stunning [Plant Name] are ready to bring a burst of color to your yard. Got questions on how to care for them? Our team is always happy to share their green-thumb secrets! #KnippelGardens #OttawaGardening #PlantLove #GrowHappy'
• •Newsletter Snippet: 'Tip of the Month: Thinking about attracting more pollinators? Bees and butterflies adore [Specific Plant Type]! Easy to grow and beautiful to behold, they're a fantastic addition to any Ottawa garden. Swing by the Centre – we'll show you our favourite varieties!'
• •Website 'About Us' Excerpt: 'For over [Number] years, our family has been passionate about helping Ottawa bloom. At Knippel Garden Centre, plants and people come first. We believe in offering top-quality plants, unique garden treasures, and the kind of expert advice that turns gardening dreams into reality. Let's grow together!'
• •Promotional Offer: 'Ready to get your hands dirty? This weekend, get a FREE bag of our premium potting soil with any purchase over $50! Our knowledgeable team can help you pick the perfect plants and give you the tips you need for planting success. Your beautiful garden is waiting!'