Brand Tone

Professional, confident, and expert-led. Direct and value-driven, avoiding marketing fluff to focus on technical explanations, clear instructions, and transparent price comparisons, while maintaining a helpful, local expert persona.

Brand Values

• •Effectiveness and Quality
• •Value for Money
• •Expertise and Trust
• •Customer Support and Service
• •Safety and Simplicity

Best Practices

• •Lead with Expertise: Always ground your claims in the brand's 40+ year history and technical knowledge. Use phrases like "Developed over 40 years," "Proven in NZ conditions," and "Our expert advice."
• •Prioritize Value and Transparency: Consistently feature the price comparison against competitors. Be direct about offering the same performance for less cost. This is a core part of the brand's identity.
• •Speak with Professional Confidence: Use clear, direct, and unambiguous language. Avoid jargon where possible, but don't shy away from explaining the "why" behind the product's effectiveness. State guarantees clearly.
• •Empower the Customer: Frame the copy around empowering the user to achieve professional results themselves (DIY). Provide detailed, easy-to-follow instructions and be readily available for support to build user confidence.
• •Leverage Customer Proof: Continuously use testimonials and reviews in marketing materials. Highlighting long-term customers and specific success stories (e.g., "restoring headstones," "20-year customer") reinforces trust and product effectiveness more than any claim the brand can make on its own.

Social Perception

The public perceives Bio-Shield as reliable, effective, and offering great value. It is seen as trustworthy due to its long history and consistent positive results, supported by excellent customer service.

Copy Examples

• •Proven Moss Removal for 40 Years. The Power of Bio-Shield at a Fraction of the Price. Why Pay More?
• •Tired of that slippery green path? Don't pay for expensive marketing, pay for results. Bio-Shield has the same active ingredients as the big brands but costs up to 72% less. Clean your driveway, deck, and roof the smart way. Shop our NZ-made solution now.
• •Bio-Shield Moss Killer | Official NZ Site | Free Delivery. Kills Moss, Algae & Lichen. Guaranteed Results. Shop Now.
• •Our formula doesn't just clean; it protects. Developed in New Zealand for our tough conditions, Bio-Shield gently removes growth without damaging surfaces. No water blasting needed. Just spray, walk away, and let nature do the rest.
• •Getting rid of stubborn lichen on your roof can seem daunting, but it doesn't have to be. With the right product and technique, you can restore your roof safely and effectively. In this guide, our 40 years of expertise are at your fingertips. Here’s how to get a professional result, the first time.