Brand Tone

Enthusiastic & Indulgent, Friendly & Approachable, Quality-focused & Confident

Brand Values

• •Quality & Craftsmanship
• •Indulgence & Enjoyment
• •Local Support
• •Customer Satisfaction & Connection

Best Practices

• •Develop a Brand Voice Chart: Clearly define your brand's personality traits (e.g., enthusiastic, indulgent, high-quality, friendly), corresponding "do's" and "don'ts" for language, and examples of how this voice translates into different types of content (website copy, social media, product descriptions).
• •Use "We" and Storytelling: Refer to the team and their passion (like the "Chef's Favourites" section) to maintain a personal, approachable, and enthusiastic tone. Share the story behind your products and ingredients.
• •Focus on Sensory Language: Use vivid, descriptive words that appeal to taste, texture, and smell to consistently evoke the indulgent nature of the products (e.g., "creamy," "gooey," "melt-in-your-mouth," "fudgey").
• •Be Genuinely Enthusiastic (and a Little Playful): Let passion for the products shine through in the copy. Don't be afraid to use enthusiastic and slightly playful language ("fudgey bad boys," "kitchen sink of confectionery") where appropriate, reflecting the joy of a good treat.
• •Maintain Quality and Local Focus in Messaging: Consistently highlight the use of quality, locally sourced ingredients and the handmade nature of the products to reinforce these core values across all communications.

Social Perception

The Counter is perceived positively for its delicious fudge and seen as a small business worth supporting, positioning themselves as a premium, high-quality confectionery provider.

Copy Examples

• •Headline: Dive into Decadence. Body: Forget everything you thought you knew about fudge. Our handmade, creamy delights are here to ruin all other sweets for you (in the best way possible!). Taste the obsession. #TheCounter #HandmadeHeaven #FudgeFantasy
• •Headline: Warning: May Cause Extreme Happiness. Body: Our Gooey Chocolate Brownies aren't just a snack, they're an experience. Packed with locally sourced chocolate, these fudgey bad boys are pure, unadulterated joy. You deserve this. #BrownieBliss #ChocolateComa #TheCounterTreats
• •Headline: Not Your Grandma's Fudge (Unless She's a Culinary Genius). Body: We're talking legendary smoothness, flavours that dance on your tongue, and that "melt-in-your-mouth" moment you’ve been dreaming of. This is The Counter fudge. This is indulgence, redefined. #CreamyFudge #ArtisanSweets #SupportLocalZA
• •Headline: Gift Like You Mean It. Body: Thank a client? Spoil a supplier? Or just make someone's day ridiculously awesome? Our corporate gifting options, filled with handmade treats and goodies from local artisans, say more than words ever could. Let's smash good food, together. #CorporateGifting #SweetSuccess #TheCounterDelivers
• •Headline: Rocky Road? More Like HEAVENLY Road. Body: Our Rocky Road Bars are what happens when you throw everything delicious into one incredible confection. It's the 'kitchen sink' of sweet treats, and honestly, we wouldn't have it any other way. Prepare for love at first bite. #RockyRoadRiot #SweetIndulgence #TheCounterZA