Brand Tone

Friendly and Approachable, Appreciative and Community-Oriented, Informative and Product-Focused, Authentic

Brand Values

• •Quality and Freshness
• •Customer Satisfaction
• •Heritage and Tradition (with a modern twist)
• •Innovation and Adaptability
• •Family and Legacy

Best Practices

• •Embrace the Family Story: Consistently weave elements of your heritage and family values into your communications. This creates warmth and authenticity. For example, reference "Dad's passion" or "family recipes."
• •Highlight Freshness & Quality: Use descriptive words that evoke taste and freshness (e.g., "scrumptious," "flaky," "freshly baked," "perfectly balanced"). This reinforces a key customer perception.
• •Engage with a Friendly, Personal Touch: Respond to comments and messages with the same helpful and approachable tone attributed to "Lawrence" and "Sasha." Use inclusive language like "foodie family" or "Red Jade community."
• •Showcase Customer Love: Regularly share positive customer reviews and testimonials. This builds trust and reinforces your brand's positive attributes.
• •Be Visually Consistent & Appetizing: Ensure your product photography and social media visuals are high-quality, vibrant, and make the food look as delicious as it is. This complements the descriptions of taste and quality.

Social Perception

Positive for Product Quality, Reliable and Efficient Service, Valued Local Business, Authentic Provider of Asian/Filipino Treats, Good Value

Copy Examples

• •Headline (Facebook/Instagram Ad for Mooncakes): "Taste the Tradition, Share the Joy! ✨ Our family's secret to the freshest, most delicious mooncakes is out! Perfect for celebrating or just because. Order your box of happiness today! #RedJadeFoods #MooncakeMagic #FilipinoFavourites"
• •Product Description (Website - Pia Cake): "Remember those handmade pastries grandma used to make? We've taken that cherished tradition and given it a Red Jade twist! Our Pia Cakes are flaky, flavourful, and filled with the authentic taste of home. Lovingly crafted right here in Australia."
• •Email Newsletter Snippet (New Product Launch): "Hello Foodie Family! Get ready to discover your new craving. We've been busy in the Red Jade kitchen, inspired by Dad's original passion for delicious snacks, to bring you something truly special. Click here to be the first to taste it!"
• •Instagram Post (Customer Testimonial): "Hearing how much you love our treats makes our day! ❤️ Jenni T. says, 'I really enjoy eating your mooncakes and so did my friends and family... thank you so much ❤️'. We're so grateful for our amazing customers! What's your Red Jade favourite? #RedJadeCommunity #CustomerLove #FilipinoFoodMelbourne"
• •Website 'About Us' Snippet: "From a father's bold dream of sharing his cooking with Australia to your family's table – Red Jade is more than just food. It's a story of passion, quality ingredients, and the joy of sharing authentic Filipino flavours. Taste the legacy in every bite."