Brand Tone

Helpful, Neighborly, and Trustworthy

Brand Values

• •Community Commitment
• •Exceptional Customer Service
• •Quality & Reliability
• •Local Family Ownership
• •Comprehensive Solutions

Best Practices

• •Always Speak Like a Neighbor: Use a friendly, approachable, and personal tone. Write as if you are talking to a neighbor over the fence. Use phrases like "Come on down," "We're here to help," and "Folks," instead of corporate jargon.
• •Lead with the Solution: Frame your copy around solving a customer's problem. Instead of "We sell hammers," try "Need to finally hang that picture? We've got the right tools to get it done in minutes." This reinforces the brand's helpful nature.
• •Showcase Your Team's Expertise: Regularly mention your knowledgeable staff in your copy. Phrases like, "Ask our expert, Dave," or "Our team can show you how," builds trust and highlights your value over big-box stores.
• •Anchor the Brand in the Community: Consistently reference local places, events, school teams, and even the weather. This strengthens the perception that MJK is an integral part of Craig and Moffat County, not just a business located there.
• •Keep It Simple and Direct: The brand's tone is practical and no-nonsense. Avoid overly clever or complicated marketing language. Be clear, direct, and honest in all communications to reflect the brand's core trustworthiness.

Social Perception

Customers perceive the brand as a vital local resource that is reliable and well-stocked, having "just about everything a person could need." The staff is viewed as friendly, knowledgeable, and genuinely helpful, providing a level of customer service considered rare. The brand is seen as a cornerstone of the community, an integral part of the local fabric, due to its long history and consistent support for local events and organizations.

Copy Examples

• •Craig, the leaves are turning and the air is getting crisp! Is your home ready? From weatherstripping to pellet stove servicing, we've got the supplies and expertise to help you button up for a cozy winter. Stop by and chat with our team—we're here to help!
• •Just in time for game day! We're now fully stocked with the latest Traeger Grills and accessories. Become the undisputed champion of your backyard barbecue. Come on down to the store, and let's talk about the perfect grill for you.
• •Your livestock deserves the best. We carry a full line of Purina feeds to keep them healthy and productive through every season. Not sure which formula is right? Our team has decades of experience and can help you make the right choice. #MJKFeed #RanchLife
• •We were so proud to see the amazing projects from the Moffat County 4-H kids at the fair this year! Congratulations to all the participants. Supporting the next generation of our community is what it's all about. #CommunityFirst #MoffatCountyProud
• •Planning a paint project? Don't just guess on the color. Our Benjamin Moore paint matching experts can create your perfect shade. Get the right paint, the right tools, and the right advice, all in one stop. Let's get that project started!