Brand Tone

Community-Focused, Informative, and Supportive

Brand Values

• •Local First
• •Community Engagement
• •Accessibility
• •Celebrating Identity
• •Support for the Local Economy

Best Practices

• •Always Lead with "Local": Ensure the "why it matters to Kingston" angle is clear in every piece of content. Frame stories around local people, local places, and local impact.
• •Use "We" and "Your": Foster a sense of shared community by using inclusive language. Phrases like "Your local guide," "We love seeing...," and "What's happening in your neighbourhood" make the brand feel like a fellow resident.
• •Balance News with Lifestyle: Maintain a content mix that includes both hard news (traffic, council updates) and soft content (lifestyle, food, events). This reinforces the brand as both a reliable source and a positive community voice.
• •Champion, Don't Just Report: When covering local businesses or events, adopt a supportive and enthusiastic tone. Go beyond stating facts to actively encourage the community to participate and show support.
• •Engage Authentically: Respond to comments and messages with the same friendly, helpful tone used in posts. Ask questions, thank users for their contributions, and create genuine conversations to solidify the brand's role as a community hub.

Social Perception

A Go-To Local Resource, A Community Champion, Helpful and Responsive, Trustworthy

Copy Examples

• •Your weekend plans just got better! The Kingston Ancient Market is buzzing with incredible local traders today. From artisan bread to handmade crafts, there's a treasure waiting for everyone. Grab your tote bag and come support our amazing local makers until 5 pm! #MyKingston #KingstonUponThames #ShopLocal #SupportLocal (Image: A vibrant photo of market stalls and shoppers.)
• •Kingston, say hello to your new favourite coffee spot! We're thrilled to welcome [Café Name] to the neighbourhood. Tucked away on [Street Name], they're serving up delicious brews and homemade cakes that are simply divine. Let's give them a warm Kingston welcome! Tag a friend you want to go with. #MyKingston #NewInKingston #KingstonFoodie #LocalBusiness (Image: An inviting shot of the café's interior or a specialty coffee.)
• •TRAFFIC ALERT: Reports of heavy congestion on Richmond Road due to a burst water main. A307 is affected in both directions. Plan your journey accordingly. We'll share updates as we get them. #KingstonNews #KT1 #KT2 #Traffic
• •Did you know? All the best local events, news, and offers are right at your fingertips. Download the My Kingston app and have your town in your pocket. Link in bio to download! #MyKingstonApp #KingstonEvents #LoveKingston (Video: A quick screen recording showing how easy it is to find events on the My Kingston app. Text on screen: "Never miss a thing in Kingston!")
• •If you had to describe Kingston upon Thames in just three words, what would they be? We'll start: Historic, Vibrant, Riverside. Now it's your turn! #MyKingston #CommunityLove #KingstonUponThames #GetInvolved (Image: A beautiful picture of a well-known Kingston landmark, like the "Out of Order" telephone boxes.)