Brand Tone

Friendly, approachable, casual, fun, and community-oriented.

Brand Values

• •Quality: Emphasis on "Good Beer. Good Food." They highlight their brewing process and fresh ingredients.
• •Community: Actively foster a sense of local community through events, a welcoming space, and engagement on social media. They position themselves as a neighborhood hub.
• •Experience: Focused on providing "Good Times." This encompasses everything from the ambiance and live music to friendly service and enjoyable food and drink.
• •Craftsmanship: Implied through their dedication to brewing a variety of beers and creating a curated food menu.
• •Local Focus: Strong identification with Etobicoke and the Toronto area.

Best Practices

• •Create a Simple Tone of Voice Guide: Document key characteristics of the brand voice (e.g., "Friendly, not formal. Enthusiastic, not exaggerated. Witty, not sarcastic. Use simple, everyday language."). Share this with anyone creating content.
• •Know Your Audience: Continue to tailor the tone slightly for different platforms (e.g., more playful on TikTok, slightly more informative on Facebook event descriptions) but ensure the core friendliness and approachability remain consistent.
• •Use "We" and "You": Foster a conversational style by directly addressing the audience and speaking as a collective "we" from the brewery. This enhances the community feel.
• •Incorporate User-Generated Content: Sharing posts and stories from happy customers naturally reinforces the desired tone and social proof. Ensure a friendly and appreciative interaction when reposting.
• •Train Staff: Ensure that staff who interact with customers online (e.g., responding to comments or messages) are aware of the brand's tone of voice to maintain consistency across all touchpoints. This includes responding to reviews (both positive and negative) in a manner that reflects the brand's friendly and appreciative nature.

Social Perception

Mascot Brewery is generally perceived as a reliable spot for good quality craft beer and enjoyable food in a relaxed and friendly atmosphere, especially its Etobicoke location. The patio and live events are significant draws. Customers appreciate it as a local gem and a good place to socialize.

Copy Examples

• •☀️ Sun's out, new brew's out! 🍻 Say hello to 'Lakeshore Haze,' our latest juicy IPA that tastes like pure sunshine in a glass. Perfect for patio sipping and those 'just one more' moments. Swing by and grab yours – your taste buds will thank you! #MascotBrewery #NewCollection #CraftBeer #EtobicokeLocal #GoodTimes
• •Think you're the smartest crew in Etobicoke? 🤔 Prove it! Mascot Trivia Tuesdays are ON! Grab your brainiest pals, enjoy some top-notch brews & bites, and battle it out for glory (and bragging rights!). See you at 7 PM! #MascotTrivia #TorontoEvents #BreweryFun #GoodBeerGoodFood #Community
• •Your Weekend Plans? Sorted! 🎉 Live music, delicious food, and the freshest beer in town. Mascot Brewery is where the good times roll. Check out our weekend lineup!
• •Beer + Tacos = Happiness squared. 🌮🍺 Watch us make magic! What's your go-to Mascot pairing? Let us know in the comments! 👇 #Foodie #BeerLover #TorontoFood #MascotMoments #fyp
• •Hey Neighbours! 👋 Spring has sprung at Mascot, and so has our new seasonal menu! Fresh flavours, your favourite brews, and the same great vibes you love. Come taste what our kitchen and brewery have been cooking up! #EatLocal #DrinkLocal #MascotKitchen #EtobicokeEats