Brand Tone

Friendly, Approachable, Helpful, Knowledgeable, Community-Focused, Down-to-Earth, Practical, Enthusiastic, Passionate

Brand Values

• •Customer Satisfaction
• •Expertise and Quality
• •Community Connection
• •Family Business Ethics
• •Passion for Gardening

Best Practices

• •Embrace the "Lumpy's" Personality: Consistently use a friendly, slightly informal, and enthusiastic voice. Incorporate the "Lumpy" and "Mrs. Lumpy" personas where appropriate, especially on social media, to reinforce the family-run feel.
• •Prioritize Helpfulness and Expertise: Ensure copy provides genuine value, whether it's a tip, advice, or product information. Always highlight the availability of expert horticulturists.
• •Use Welcoming and Inclusive Language: Make customers feel like part of a community. Phrases like "Come on in," "We're here to help," and addressing common customer pain points foster connection.
• •Incorporate the "Never Be Grumpy" Promise: Subtly or directly weave in the core idea that a visit to Lumpy's is a positive and solutions-oriented experience.
• •Stay Authentic and Passionate: Let genuine enthusiasm for gardening and helping customers shine through. Avoid overly corporate or generic language. Share real stories and practical advice that resonates with gardening lovers.

Social Perception

A reliable and trusted local source for gardening and landscaping needs. Friendly and welcoming, with staff who are genuinely interested in helping customers. Knowledgeable and expert, particularly due to the availability of horticulturists. More than just a shop, offering a pleasant experience and a wide variety of products beyond basic supplies, including gifts and decorative items. A community-oriented business that cares about its customers and local area.

Copy Examples

• •Headline: Stumped by that shady patch? We've got a plant for that! Body: Don't let tricky spots in your garden get you down. Our expert horticulturists at Lumpy's are here 7 days a week to turn your "problem area" into your favorite feature. Bring a photo, and let's find the perfect green solution together. Remember, at Lumpy's, you'll never be grumpy (or stumped!).
• •Headline: Your Dream Garden Starts at Lumpy's! Body: From vibrant blooms to the richest soils and everything in between, Lumpy's is your family-run hub for all things green. Jeff, Jen, and our team of plant pros are passionate about helping you create a garden your neighbours will envy. Come on down – great gardens begin here!
• •Headline: More Than Just Plants – It's a Lumpy's Experience! Body: Discover a treasure trove of beautiful plants, unique pots, stunning water features, and thoughtful gifts. Locally owned since 2003, we pride ourselves on friendly advice and a welcoming vibe. Swing by Lumpy's, where good advice and great gardens grow!
• •Headline: Got Garden Questions? Mrs. Lumpy & The Team Have Answers! Body: Whether it's pests, planting, or picking the perfect perennial, our qualified horticulturists are always on hand to help. We believe everyone can have a thriving garden, and we’re here to share our knowledge and passion with you. Visit us at 27 Chapmans Road, Tuncurry – and let’s get growing!
• •Headline: Lumpy's Loyalty Pays Off! (Literally!) Body: Love your garden? So do we! Join our Lumpy's Reward Program and earn points every time you shop for your favorite plants, supplies, and goodies. It's our way of saying thanks for being part of the Lumpy's family. Sign up in-store today!