Brand Tone

Craftsman-like & Expert, Authentic & Passionate, Customer-centric & Helpful, Proudly Australian & Local, Quality-focused & Value-driven, Understated Confidence

Brand Values

• •Quality Craftsmanship
• •Customer Satisfaction
• •Authenticity & Natural Beauty
• •Australian Made & Sourced
• •Expertise & Experience
• •Integrity & Transparency
• •Durability & Longevity

Best Practices

• •Always Emphasize Quality and Craftsmanship: Use words that convey durability, skill, precision, and the bespoke nature of the products (e.g., "handcrafted," "expertly finished," "premium grade," "meticulously selected").
• •Highlight Australian Identity: Consistently mention "Australian owned," "locally sourced timbers," and the connection to the Australian landscape where appropriate. This builds trust and resonates with a key value.
• •Speak with Passion and Authenticity: Let the genuine appreciation for timber and the craft shine through. Avoid overly corporate or generic language. Use descriptive words that evoke the tactile and visual beauty of wood.
• •Maintain a Customer-Centric and Solution-Oriented Approach: Frame copy around how the products meet customer needs and aspirations (e.g., "create your dream kitchen," "the perfect centerpiece," "tailored to your space"). Be helpful and approachable in your language.
• •Be Direct and Clear, Especially with CTAs: While the tone is warm, ensure calls to action are unambiguous. Clearly guide the user on the next steps (e.g., "Get Your Custom Quote," "Explore Our Timber Range," "Discuss Your Project With Us").

Social Perception

Positive & Reputable, Reliable & Knowledgeable, Good Customer Service, Value for Money, Specialist Provider

Copy Examples

• •Website Homepage Banner: "Crafting Australia's Finest Timber Benchtops. Custom Made, Direct from Our Workshop to Your Home. Discover the enduring beauty of locally sourced timber, expertly handcrafted to your exact vision. Get your no-obligation quote today."
• •Product Page Description (e.g., Messmate Benchtop): "Embrace the Warmth of Messmate. Rich in character with distinctive grain patterns, our custom Messmate benchtops bring a touch of Australian nature to your kitchen. Each piece is selected for its unique beauty and handcrafted with precision by our experienced artisans. Let's create a centerpiece you'll cherish for years."
• •Social Media Post (Instagram/Facebook - accompanying an image of a finished kitchen): "From our family workshop to the heart of this stunning Melbourne home! ✨ This custom Victorian Ash island benchtop brings warmth and timeless style. We loved working with the homeowners to bring their vision to life. What timber dreams can we craft for you? #ChocolateWood #TimberBenchtops #AustralianMade #CustomKitchen #InteriorDesign"
• •About Us Snippet: "For over two decades, Chocolate Wood has been synonymous with exceptional timber craftsmanship. As a family-owned Australian business, we pour our passion and expertise into every benchtop and piece of custom furniture, ensuring quality that lasts. We believe in the timeless appeal of real wood, tailored to your life."
• •Email Signature/Footer: "Chocolate Wood | Custom Timber Benchtops & Furniture | Australian Owned & Crafted with Passion | Get a Quote: [Link] | Call Us: [Phone Number]"