Brand Tone

Educational & Authoritative, Approachable & Engaging, Passionate, Professional, Friendly & Welcoming

Brand Values

• •Education
• •Quality
• •Expertise
• •Accessibility
• •Enjoyment & Experience
• •Community

Best Practices

• •Know Your Audience Segments: Tailor the approachability slightly depending on the platform and target (e.g., more formal on LinkedIn for WSET career-focused individuals vs. more casual and fun on Instagram for tasting events). However, the core values of education and passion should always be present.
• •Prioritize Clarity and Education: Even in the most casual posts, ensure the information is accurate and adds value to the reader's understanding or appreciation of wine. Avoid overly technical jargon without explanation for broader audiences.
• •Inject Passion Authentically: Let the genuine love for wine come through. Use evocative language when describing tastes and experiences, but keep it grounded and relatable.
• •Maintain a Voice of Accessible Expertise: Position the brand as knowledgeable and authoritative, but always welcoming and never condescending. The "expert friend" who is eager to share their knowledge is a good persona to aim for.
• •Develop a Style Guide: Create a simple internal guide with key brand voice characteristics, preferred terminology (e.g., "tutor" vs. "instructor"), and a "do's and don'ts" list for tone. This will help ensure consistency across all communications, regardless of who is writing. For example, always capitalize "WSET," always refer to "John The Wine Tutor" with his title when appropriate.

Social Perception

Positive, Reputable, Expert-Led, Enjoyable & Informative

Copy Examples

• •Instagram Post (Promoting a Tasting): Unlock the secrets of Sauvignon Blanc! 🥂 Join us this Saturday for an enlightening evening exploring its diverse styles from around the globe. Our expert tutors will guide you sip by sip. Fun, flavour, and discovery await! Link in bio to book your spot. #WineTastingManchester #SauvignonBlanc #NorthernWineSchool #WineEducation #ManchesterEvents
• •Website Homepage Snippet (Highlighting WSET Courses): Elevate your wine knowledge with globally recognised WSET qualifications at Northern Wine School. Whether you're starting your journey or aiming for expert status, our dedicated tutors provide comprehensive, engaging courses designed for success. Discover your potential. Enrol today. #WSET #WineCourses #Manchester #ProfessionalDevelopment #NorthernWineSchool
• •Facebook Ad (Targeting Beginners): Curious about wine but don't know where to start? Our 'Introduction to Wine' evening is perfect for you! No snobbery, just pure enjoyment and learning in a relaxed atmosphere. Taste, learn, and surprise yourself! Book now and uncork your passion. #BeginnersWine #ManchesterWine #FunLearning #NorthernWineSchool #TasteAndLearn
• •Email Newsletter Subject Line (Promoting a Special Offer): Taste the Extraordinary: Limited Offer on Our Advanced Wine Appreciation Workshop! Body Snippet: Dear Wine Enthusiast, delve deeper into the world of fine wines with our exclusive Advanced Workshop. Led by John, The Wine Tutor, this session is crafted for those looking to refine their palate and expand their expertise. Book by [Date] and receive [Offer]. Your journey to wine mastery continues here. #WineWorkshop #ExpertLed #FineWine #NorthernWineSchool #LimitedOffer
• •LinkedIn Post (Highlighting Professional Achievement/Course): Congratulations to our latest cohort of WSET Level 2 graduates! Northern Wine School is proud to foster the next generation of wine professionals and connoisseurs in the North West. Ready to advance your career in the wine industry? Explore our WSET courses. #WSETCertified #WineProfessionals #Education #ManchesterBusiness #NorthernWineSchool