Brand Tone

Approachable and Friendly, Supportive and Encouraging, Practical and Realistic, Passionate and Authentic

Brand Values

• •Family-Centric
• •Accessibility & Affordability
• •Simplicity & Ease
• •Health and Nutrition (Practical Approach)
• •Community and Connection

Best Practices

• •Embrace Relatability: Use language that reflects the everyday experiences and challenges of your target audience (e.g., "busy weeknights," "picky eaters," "mental load of dinner"). Share personal anecdotes or a friendly, conversational style, just like talking to a friend.
• •Focus on Solutions and Benefits: Highlight how the recipes and content solve problems for the audience – saving time, reducing stress, making cooking enjoyable, feeding the family well on a budget.
• •Keep it Simple and Clear: Avoid jargon or overly technical cooking terms. Instructions and explanations should be straightforward and easy to understand for cooks of all levels.
• •Be Encouraging and Positive: Frame cooking as an enjoyable and achievable activity. Use uplifting and supportive language to build confidence in your audience.
• •Maintain Authenticity: Let Larson Folkerts' genuine passion for cooking and helping others shine through. The voice should feel consistently like a real person sharing what they love and what works for them, rather than a faceless brand. Use "I" and personal stories where appropriate.

Social Perception

Helpful and Reliable Resource, Relatable and Trustworthy, Empowering, High Quality and Delicious, Focus on Practicality over Trends

Copy Examples

• •Instagram Post (Image of a one-pan meal): "Dinner doesn't need to be a drama. ✨ Whip up this easy [Dish Name] in one pan – less mess, more delicious family time! Perfect for those busy weeknights when you just want good food without the fuss. Grab the recipe on the blog! #LetsLoveToCook #EasyDinners #FamilyFriendlyMeals #OnePanMeal #WeeknightWinner"
• •Website Blog Intro: "Hey lovely cooks! Larson here. If you're staring into the fridge wondering how to magically turn those ingredients into a meal your whole family will actually eat (picky eaters, I see you!), you're in the right place. My mission with Let's Love to Cook is simple: to share delicious, doable recipes using ingredients you already know and can find anywhere. Let's make dinner time joyful again!"
• •Cookbook Description Snippet: "Tired of complicated recipes and endless grocery lists? 'A Month of Dinner' is your new kitchen best friend! I've packed these pages with simple, budget-friendly dinners that your family will ask for again and again. Real food for real life – because getting a wholesome meal on the table shouldn't feel like a battle."
• •Email Newsletter Subject: "Your Weeknight Dinner Savior is Here! + 3 Recipes You Can Actually Make Tonight" Body Snippet: "Let's be honest, some days cooking feels like another chore on an endless list. But what if dinner could be simple, delicious, *and* stress-free? I'm sharing three of my go-to recipes this week that are quick to prep and use everyday ingredients. Because you deserve to love cooking (and eating!) with your family."
• •Facebook/Social Ad: "Finally! Recipes that get what busy moms *really* need. ✅ Quick & Easy ✅ Budget-Friendly ✅ Picky Eater Approved ✅ Ingredients from YOUR local store. Discover 'Let's Love to Cook' and make mealtime simple and delicious. Click to find your next family favorite! #MealPlanningMadeEasy #BusyMomRecipes #LetsLoveToCook"