Brand Tone

Community-focused, Neighborly, Authentic, Honest, Supportive of Local/Small Business, Down-to-Earth, Practical, Passionate, Hardworking, Resilient, and Determined.

Brand Values

• •Community Support: A primary motivation for the farm's existence and expansion is serving and supporting their local neighborhood and other small businesses.
• •Local Sourcing & Craftsmanship: Strong preference for products made by local artisans and farmers, preserving southern heritage.
• •Quality and Honesty: Commitment to providing good products and fair services.
• •Sustainability and Self-Reliance: Encouraging urban farming and providing necessary supplies.
• •Customer Focus: Prioritizing customer needs, such as ensuring access to working generators during hurricane season.
• •Tradition: Offering traditional southern staples and foods made "the way our ancestors did."
• •Entrepreneurial Spirit: Willingness to expand, adapt (e.g., adding U-Haul services, phasing out some repair focus for retail), and fight for business-friendly local policies.

Best Practices

• •Always Prioritize "Community" and "Local": Weave these concepts into product descriptions, social media posts, and any announcements. Emphasize how the products/services benefit the local Jacksonville community and support NC-based producers.
• •Use Authentic, Down-to-Earth Language: Avoid overly corporate or jargon-filled speech. Write as if you're talking to a neighbor – friendly, clear, and genuine. Share stories about the local artisans you partner with.
• •Highlight Honesty and Value: Be transparent in your communications. Focus on the quality of products and the fairness of services, reinforcing the trust customers have in the brand.
• •Emphasize Practical Benefits and Preparedness: Connect products to the real-life needs of your customers, whether it's enjoying local food, tending an urban garden, or preparing for seasonal challenges.
• •Be an Advocate (Subtly or Overtly): Reflect the brand's willingness to support and stand up for local interests. This can be through promoting other local businesses, sharing community news, or explaining the "why" behind certain products or services offered (e.g., supporting sustainable practices).

Social Perception

Northwoods Urban Farm is perceived positively by its customers as a valuable community asset. They are seen as a reliable source for local products and essential services, run by honest, hardworking, and friendly people, a supporter of the local economy and other small enterprises, and a community hub that cares about its neighbors. The legal challenge regarding food trucks also positions them as advocates for a more vibrant and business-friendly local environment.

Copy Examples

• •Headline: Your Neighborhood. Your Farm Store. Body: At Northwoods Urban Farm, we're more than just a shop – we're your neighbors. From fresh local honey and Southern staples to keeping your essential equipment running smoothly, we’re here for Jacksonville. Rooted in community, grown with care.
• •Headline: Taste the Tradition. Support Your Local Artisans. Body: Discover the rich flavors of North Carolina with our handpicked selection of foods and goods from local makers. Every purchase at Northwoods Urban Farm supports a dream and keeps our community thriving.
• •Headline: Built on Honesty. Stocked with Goodness. Body: Fair prices, quality products, and a friendly face – that's the Northwoods Urban Farm promise. Whether it's our sought-after Northwoods Honey or reliable small engine parts, you can trust you're getting the best, from our family to yours.
• •Headline: Ready for Anything? We're Here to Help. Body: From garden seeds for your urban oasis to ensuring your generator is hurricane-ready, Northwoods Urban Farm is your partner in preparedness and self-reliance. Stop by – let's get you sorted.
• •Headline: More Than a Store: We're Growing Community. Body: Northwoods Urban Farm was created with our Jacksonville neighbors in mind. We believe in supporting local, fostering connections, and providing the quality goods and services our community deserves. Come on in and see what your neighbors are buzzing about!