Brand Tone

Inspirational, Accessible, and Passionate

Brand Values

• •Hands-On Expertise
• •Community and Connection
• •Quality and Creativity
• •Empowerment

Best Practices

• •Lead with the "Why": Always start by focusing on the feeling and the transformation, not just the technical skill. Instead of "Learn to chop vegetables," use "Master your knife skills and cook with confidence."
• •Use Sensory and Emotive Language: Incorporate words that evoke taste, smell, and texture ("silky," "zesty," "aromatic," "crispy"). Connect cooking to emotions like joy, pride, connection, and satisfaction.
• •Emphasize "Hands-On": Consistently use phrases like "learn by doing," "get your hands dirty," and "step up to the stove." This reinforces the core value of practical learning and differentiates from passive, demonstration-style classes.
• •Maintain an Accessible Tone: Avoid overly technical jargon unless explaining it. Use encouraging and welcoming language like "you can do this," "no experience necessary," and "join our community" to make potential students feel comfortable.
• •End with a Clear, Inspiring Call to Action: Every piece of copy should guide the user on what to do next. Frame CTAs in an empowering way. Instead of "Sign up," try "Start Your Culinary Journey," "Unleash Your Creativity," or "Book Your Experience."

Social Perception

The general perception of culinary schools is aspirational and a worthwhile investment for passionate food lovers, with high online engagement. For 'The Culinary School Sydney,' perception is positive among its direct customers, but its recognition is limited compared to larger institutions. It is perceived as a smaller, community-focused operation.

Copy Examples

• •From flour and eggs to a dish that feels like a hug. ✨ This is more than a cooking class; it's the moment you realize you can create something truly special with your own hands. Ready to find your moment? Our pasta-making workshop is calling your name. Link in bio to book your spot.
• •Headline: Unlock Your Inner Chef. Body: Tired of the same old recipes? It's time to turn up the heat in your kitchen! Join our hands-on workshops in the heart of Sydney and learn everything from essential knife skills to the secrets of global cuisine. Fun, friendly, and for all skill levels. Tap 'Learn More' to see our upcoming classes!
• •Copy: Don't Just Cook. Create. Discover the joy of hands-on culinary learning. Your journey from home cook to culinary artist starts here. CTA Button: Explore Our Classes
• •Video: A chef flawlessly scraping and moving melted chocolate on a marble slab. Text Overlay: "The secret to glossy chocolate? It's all in the temper. 😉 #culinaryschool #chocolatelover #bakinghacks #sydneyfoodie" Caption: Want to learn how to do this? Our pastry basics class has a spot for you! #culinary #chocolatier #sydneyaustralia
• •Subject: 🔥 Heat Up Your Weeknights: 3 Spots Left in Our Thai Street Food Workshop! Preview Text: Stop dreaming about the perfect Pad Thai and learn to make it yourself.