Brand Tone

Inspiring and Empowering, Premium and Indulgent, Purpose-driven and Ethical, Friendly and Approachable, Innovative

Brand Values

• •Social Impact/Community Reinvestment
• •Quality and Excellence
• •Empowerment and Opportunity
• •Inclusivity
• •Resilience and Determination
• •Innovation

Best Practices

• •Always Weave in the "Why": Ensure that the social mission is subtly or overtly present in most communications. Remind customers that their purchase has a purpose beyond the product itself ("Macaroons that Make A Difference").
• •Balance Indulgence with Impact: Use language that conveys both the premium quality and deliciousness of the macaroons ("sublime," "heavenly," "exquisite") alongside the positive social outcomes ("empower," "transform," "brighter future").
• •Maintain an Uplifting and Hopeful Voice: Even when discussing challenges faced by trainees, the overall tone should be optimistic, focusing on empowerment, second chances, and positive change.
• •Be Authentic and Transparent: Share real stories (with permission) and be open about how the social enterprise model works. This builds trust and deeper connection with the audience.
• •Use Inclusive and Respectful Language: When talking about the beneficiaries of the MacsMAD program, ensure the language is empowering and dignifying, avoiding victimizing or overly pitiable tones. Focus on their potential and achievements.

Social Perception

Highly Respected Social Enterprise, Provider of High-Quality, Premium Macaroons, Innovative and Unique, Associated with a Strong, Inspiring Founder, Generally Positive Customer Experience

Copy Examples

• •Headline: "Indulge Responsibly. Empower Futures." Body: "Every Miss Macaroon is a bite of luxury that bakes a brighter future. Handcrafted with passion, our premium gluten-free macaroons don't just delight your tastebuds—they reinvest 100% of profits into training and mentoring young people facing adversity. Taste the difference, make a difference."
• •Social Media Post (Image: Vibrant macaroons): Sweeten your day *and* change a life. ✨ Our macaroons are more than just a treat; they're a promise of opportunity. Each one sold helps fund our MacsMAD programme, empowering young individuals with skills and confidence. #MissMacaroon #MacsMAD #SocialEnterprise #SweetTreats #BakingABrighterFuture
• •Product Description (e.g., for a gift box): The Perfect Gift That Gives Back. Surprise someone special with our exquisite selection of hand-made macaroons. From classic flavours to seasonal delights, each vibrant treat is crafted with the finest ingredients and a mission at its heart. Beautifully packaged and ethically made, it's indulgence you can feel good about.
• •Website Banner for Corporate Gifting: Brand Brilliance, Baked In. Elevate your corporate gifting with bespoke macaroons, Pantone-matched to your brand colours. Deliciously unique and socially impactful, Miss Macaroon offers a memorable way to show appreciation while supporting young people in our community.
• •Email Subject Line: A Taste of Hope: Meet the Young Chefs You're Supporting Body Snippet: At Miss Macaroon, every ingredient tells a story of transformation. Thanks to your support, aspiring young chefs in our MacsMAD program are gaining invaluable skills and confidence. Read their stories and see how your love for macaroons is helping to bake a brighter future for them and our community.