Brand Tone

Passionate, Expert, Approachable, Modern/Bold, Appreciative

Brand Values

• •Quality & Freshness
• •Customer Service Excellence
• •Accessibility to Premium Products
• •Education & Expertise
• •Community & Connection
• •Gratitude & Respect
• •Innovation

Best Practices

• •Develop a Clear Brand Voice Guide: Document the defined tone (Passionate, Expert, Approachable, Modern/Bold, Appreciative) and values (Quality, Customer Service, Accessibility, Education, Community, Gratitude, Innovation). Provide clear do's and don'ts with examples relevant to The Meatery (e.g., "Do use vivid, descriptive language for flavor," "Don't use overly technical jargon without explanation").
• •Know Your Audience, Speak Their Language (with a Twist): While the product is premium, the customer base ranges from seasoned chefs to first-time Wagyu eaters. Tailor the complexity of the language but maintain the core enthusiastic and expert tone. Inject the bold "Curing Veganism" personality where appropriate, especially in more informal channels like social media.
• •Be an Enthusiastic Expert, Not a Snob: Share knowledge generously and passionately. Explain the nuances of Wagyu, different cuts, and cooking techniques in an accessible and exciting way. Avoid condescending language; the goal is to empower customers to enjoy the best.
• •Embrace "Obsessive Customer Service" in Communication: Every interaction, from website copy to email responses to social media comments, should reflect a genuine desire to help and ensure customer satisfaction. Use empathetic and proactive language.
• •Consistency Across Channels, with Nuance: While the core tone should remain consistent, allow for slight variations appropriate to each platform. Instagram might be more visual and a bit more casual than a detailed blog post. TikTok will be short, punchy, and entertaining. However, the underlying passion for quality and expertise should always shine through. Regularly review content across all platforms to ensure alignment.

Social Perception

Premium & High-Quality Provider, Knowledgeable & Trustworthy, Reliable for Special Occasions, Good Customer Service, Pricey but Worth It (for the target audience), Innovative Online Butcher

Copy Examples

• •Headline: Taste the Legend. Experience A5 Wagyu Like Never Before. Body: Forget everything you thought you knew about steak. Our Japanese A5 Wagyu isn't just a meal; it's an event. Sourced from the finest prefectures, each cut boasts marbling so intricate, it melts on your tongue. Ready for an unforgettable culinary journey? Shop now and let our expert butchers guide you.
• •Headline: Your Grill is Calling. Answer it with The Meatery. Body: Don't settle for supermarket basics. Elevate your backyard BBQ with our hand-selected American Wagyu, artisan sausages, and more. We bring the craft butcher experience to your door. Need advice? Our Meatery Live butchers are here to help you pick the perfect cut. Fire up flavor!
• •Headline: More Than Meat. It's a Mission. Body: We started The Meatery to bring restaurant-revered quality to your home. Passion for exceptional flavor, dedication to unparalleled customer service, and a deep respect for the craft – that's what's in every order. Taste the difference commitment makes.
• •Social Media Post (TikTok/Instagram): Visual: Quick, engaging video showing a steak sizzling, then perfectly sliced. Text: WARNING: May cause extreme burger envy. 😉 Our Wagyu patties are not a drill! Level up your grill game. #TheMeatery #WagyuBurger #MeatLover #GrillMaster #CuringVeganism
• •Email Subject: Unlock Wagyu Wisdom: Your Guide to the Perfect Sear Body: So, you've got your hands on some incredible Wagyu from The Meatery. Now what? Our latest blog post breaks down the art of the perfect sear, ensuring every bite is as mind-blowing as the last. Plus, get Nick’s top tip for rendering that liquid gold (Wagyu fat!). Read now and cook like a pro.