Brand Tone

Trustworthy & Heritage-Rich, Authentic & No-Nonsense, Versatile & Practical, Friendly & Approachable, Caring & Soothing

Brand Values

• •Effectiveness
• •Simplicity
• •Heritage & Tradition
• •Versatility
• •Trust & Reliability

Best Practices

• •Embrace the Heritage: Always weave in the "since 1899," Vermont roots, and farm-tested origin story where appropriate. This builds trust and authenticity.
• •Keep it Simple and Direct: Mirror the product's simple formula with clear, straightforward language. Avoid jargon or overly trendy marketing speak (unless playfully engaging on platforms like TikTok).
• •Highlight Versatility: Consistently showcase the multitude of uses for different family members and even pets. Use phrases like "head to toe relief" or "for the whole family."
• •Focus on "Works Wonders": Emphasize effectiveness and its reputation as a reliable solution when other products fail. Customer testimonials and user-generated content are powerful for this.
• •Maintain a Warm, Trustworthy Tone: Speak to the audience like a knowledgeable, caring friend or a trusted family secret being passed down. Even when engaging with modern trends, the underlying message should be one of reliability.

Social Perception

Highly Trusted, Effective & Reliable, Nostalgic, Multi-Purpose Savior, Good Value, Authentic & Unpretentious, Safe

Copy Examples

• •Headline: Generations of Relief. One Green Tin. Body: Since 1899, Vermont's Original Bag Balm has been the trusted secret for soothing everything from hardworking hands to winter-chapped lips. Simple ingredients, remarkable results. What will you use it for?
• •Social Media Post (with image of a family using Bag Balm, including a pet): From the farm to your family (furry members included!). Bag Balm: tackling dry skin, soothing scrapes, and protecting paws for over 120 years. #BagBalmWorksWonders #TriedAndTrue #FamilyCare
• •Product Description Snippet: No frills, just results. Our time-tested Bag Balm formula, with simple lanolin and petrolatum, delivers powerful moisture and protection where your skin needs it most. Because some secrets are too good not to share.
• •Short Ad Copy for TikTok/Instagram Reel: (Visual: Quick cuts of various uses – chapped lips, dry elbows, cyclist applying it, pet owner using on paws) Cracked heels? Chapped lips? Adventure chafe? Doggo's dry nose? Bag Balm's got you. The original do-it-all balm. #BagBalm #SkincareRescue #VermontsOriginal
• •Website Banner for Winter: Don't let winter win. Vermont's Original Bag Balm: your go-to for soothing and protecting skin against the harshest conditions. Simple, effective relief since 1899.