Brand Tone

practical, straightforward, traditional, and reliable

Brand Values

• •Reliability
• •Value
• •Tradition
• •Accessibility

Best Practices

• •Be Direct and Clear: Use simple, straightforward language. Avoid jargon, elaborate metaphors, or overly clever phrasing. The copy should be easy to understand at a glance.
• •Focus on Practical Benefits: Highlight the tangible advantages for the customer: warmth, cost savings, convenience, and reliable delivery. The copy should answer the question, "How does this make my life easier?"
• •Emphasize Trust and Reliability: Use words like "trusted," "reliable," "quality," and "guaranteed." Reinforce the brand's long-standing nature as a family-run business.
• •Maintain a Professional, Yet Approachable Tone: The tone should be business-like but not cold. As a family business, it should feel grounded and service-oriented, not like a large, faceless corporation.
• •Keep it Consistent Across All Channels: Although there are no social media channels currently, if any are created, the practical and reliable tone from the website must be carried over. The voice should be the same on the website, in email communication, and on any potential future platforms.

Social Perception

reliable and cost-effective supplier of solid fuel, viewed as a go-to source for bulk purchases, with a functional and positive word-of-mouth perception

Copy Examples

• •Reliable Warmth, Delivered to Your Door. Keep your home warm all winter. Order your 1-tonne pallet of smokeless coal today for fast, nationwide delivery. Murphys Direct: Ireland's trusted fuel supplier.
• •Plan Ahead. Save on Winter Fuel. Stock up before the cold sets in. Our quality coal and firewood are available by the pallet. Sensible prices, reliable service.
• •The Heart of a Warm Irish Home. For generations, a real fire has been the center of the home. We deliver premium solid fuels to keep that tradition alive. Family-run and proud to serve our community.
• •Straightforward Fuel Supply. No Fuss. Choose your fuel, place your order, and we'll handle the rest. Nationwide delivery on all coal and log pallets. Or visit our cash and carry. Simple.
• •Quality Fuel for a Better Burn. Don't settle for less. Our smokeless coal and kiln-dried logs provide a long-lasting, efficient burn. Order from Murphys Direct for quality you can count on.