Brand Tone

Friendly and Approachable, Helpful and Solution-Oriented, Community-Focused and Culturally Relevant (Jamaican), Reliable and Trustworthy, Enthusiastic and Positive

Brand Values

• •Convenience
• •Customer Care/Service
• •Connection (especially for diaspora)
• •Quality and Freshness
• •Accessibility
• •Community Support

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of your brand voice (e.g., friendly, helpful, culturally attuned), including approved terminology, tone for different scenarios (e.g., complaints vs. praise), and use of local dialect/patois if applicable. Share this with anyone creating content.
• •Know Your Audience Deeply: Continue to understand the needs, language, and cultural nuances of both local Jamaican customers and the diaspora. Tailor messaging that resonates with both, highlighting relevant benefits for each segment.
• •Be Consistent Across All Channels: Ensure that the tone used on the website, social media platforms, email marketing, and customer service interactions is uniform. This builds recognition and trust.
• •Train Your Team: Anyone interacting with customers or creating content should be trained on the brand voice and values. This includes customer service representatives, social media managers, and marketing staff.
• •Listen and Adapt (but stay true to core values): Monitor customer feedback and social conversations to understand how your tone is being received. Be open to slight adjustments if needed, but always ensure changes align with your core brand values of convenience, care, and connection. For example, if customers are using certain positive slang, incorporating it authentically can enhance relatability.

Social Perception

Positive, Lifesaver/Essential Service, Reliable Delivery, Good Customer Engagement, Trusted Source for Groceries

Copy Examples

• •Facebook/Instagram Post (Focus: Convenience & Family Connection): Sending love back home is easier than ever! ❤️🛒 Skip the hassle, shop online with Smart Choice JA, and we'll deliver fresh groceries and all your family's favourites right to their door in Jamaica. From our yaad to yours, with love. #SmartChoiceJA #JamaicaDelivery #GroceryShoppingMadeEasy #FamilyLove
• •Website Banner (Focus: Freshness & Quality): Taste the Freshness of Home! 🥭🥑🌽 At Smart Choice JA, we pick the best for you. Quality groceries, delivered fast. Shop now for farm-fresh goodness!
• •Email Subject Line (Focus: Promotion & Urgency): Treat Yuhself! 🎉 Special Deals Inside - Stock Up Your Pantry with Smart Choice JA!
• •Instagram Story Poll/Engagement (Focus: Community & Fun): What's a must-have on your Jamaican grocery list this week? 🤔 A) Ackee & Saltfish fixings! B) Fresh fruits for days! C) Snacks, snacks, snacks! Let us know! We've got it all at SmartChoiceJA.com 😉 #BigUpJamaica #ShopSmart
• •Product Description (Example for a bundle - Focus: Value & Ease): Our 'Easy Weekender' Bundle has everything you need for a delicious and stress-free weekend! Packed with [Product A, B, C] and more, it’s the smart way to shop and save time. Just click, and we’ll bring the good vibes (and groceries!) to you. #WeekendSorted #SmartChoiceJA