Brand Tone

Authentic, Familial, and Endearingly Grumpy

Brand Values

• •Tradition and Heritage
• •Purity and Natural Quality
• •Local Community Focus
• •Simplicity

Best Practices

• •Embrace the "Grump" Persona: Always write with the endearing curmudgeon in mind. Use short, direct sentences and a slightly cantankerous but charming tone. The persona is the brand's biggest differentiator and should be used consistently.
• •Anchor the Brand in Family: Regularly mention the family and generational aspects of the business. Phrases like "from our family," "third-generation beekeepers," and references to "Ol' Grump" himself reinforce the brand's core story.
• •Highlight the "Why" Behind the Simplicity: Don't just say the honey is simple; explain why. Connect the "no-fuss" approach to a belief in pure, natural quality. Use the tagline "Honey that tastes like honey" as a recurring anchor point.
• •Stay Local and Community-Centric: Always mention the specific location (Cochrane, Alberta) and local flora (wildflowers, clover). When communicating on social media, focus on local markets and events to strengthen community ties.
• •Educate with Authenticity: When sharing facts about bees or honey, do so in the brand's voice. Avoid overly scientific jargon. Frame it as practical wisdom passed down from a seasoned beekeeper (the Ol' Grump). For example, "The bees are fussier than usual this spring, but they still make the best honey."

Social Perception

The public and customers perceive Ol' Grumps' Honey as a trusted, high-quality local artisan. The brand is seen as an authentic local business, and the 'Ol' Grumps' name is viewed as a charming and memorable brand identity.

Copy Examples

• •The wildflowers are in full bloom, and the bees are hard at work. You know what that means. The Ol' Grump has approved a new batch. He says it 'tastes like honey,' which is his highest compliment. Find us at the Cochrane Farmers' Market this Saturday. Don't be late.
• •Straight from the hive, just the way Ol' Grump likes it. Our raw honey is pure, unheated, and full of the natural goodness from our Alberta wildflowers. It's honey without any fussiness just honest-to-goodness flavour. Perfect for purists and anyone who appreciates things done the old-fashioned way.
• •Grumpy by Name. Sweet by Nature. Ol' Grumps' Honey.
• •Why 'Ol' Grumps'? Because our founder believes in two things: hard work and honey that tastes like honey. No nonsense, no additives, just pure, natural sweetness from our family farm to your table. We suppose that makes him more of a sweet-heart than a grump, but don't tell him we said that.
• •He's been grumbling about the weather, but the honey is perfect. We're bringing our latest harvest to the Calgary market this weekend. Get your liquid gold before the Ol' Grump decides to keep it all for himself.