Brand Tone

Passionate & Enthusiastic, Friendly & Approachable, Mission-Driven & Ethical, Helpful & Informative, Inclusive, Trustworthy & Community-Oriented

Brand Values

• •Veganism
• •Accessibility & Affordability
• •Animal Welfare
• •Environmental Responsibility
• •Health & Wellbeing
• •Customer Focus & Convenience
• •Family & Community
• •Quality

Best Practices

• •Always Lead with Passion and Enthusiasm: Infuse copy with genuine excitement for veganism, new products, and the community. Use positive language and exclamation points where appropriate, but maintain authenticity.
• •Emphasize "Family-Run" and "Community": Regularly remind the audience of the personal, family-oriented nature of the business. Use inclusive language like "vegan fam," "our community," and "we're in this together" to foster a sense of belonging.
• •Clearly Communicate Core Values: Weave in mentions of ethical sourcing, animal welfare, environmental benefits, accessibility, and affordability naturally within product descriptions, social posts, and "About Us" narratives. Don't just sell products; sell the mission.
• •Maintain a Helpful and Approachable Demeanor: Write as if you're offering friendly advice or sharing an exciting find with a friend. Be responsive and empathetic in customer interactions, ensuring the helpful tone carries through all communications.
• •Develop a Brand Voice Guide: Create a simple internal document outlining key tone words (e.g., passionate, friendly, ethical, helpful, inclusive), "words we use" (e.g., "vegan fam," "plant-powered," "cruelty-free"), and "words we avoid" (e.g., overly technical jargon, exclusive language). This ensures anyone creating content can maintain consistency.

Social Perception

Positive within its niche, Seen as a convenient one-stop-shop, Appreciated for ethical stance, Part of a growing and supportive movement, Potential for wider recognition

Copy Examples

• •Instagram Post (New Product Arrival): 🎉 Guess what's just landed at Anything Vegan?! 🌱 Say hello to [Product Name] – your new favourite [product category]! We're SO excited for you to try this delicious, cruelty-free goodness. Making your vegan journey easier and yummier, one amazing product at a time. Shop now via the link in bio! #AnythingVeganAU #VeganFinds #NewProduct #PlantBasedDeliciousness #FamilyRunVegan
• •Facebook Ad (Highlighting Values): Tired of hunting for truly vegan options? 🐾 At Anything Vegan, we're a 100% Aussie family-run business passionate about making compassionate choices easy and affordable for EVERYONE. From pantry staples to treats and even goodies for your furry friends, explore Australia's biggest online vegan supermarket and live your values with every bite! Shop consciously: [Link] #VeganAustralia #EthicalShopping #AccessibleVegan #AnimalWelfare #SupportSmallAus
• •Website Homepage Banner: Welcome to Anything Vegan! Your family-run haven for all things plant-based. We're passionately committed to bringing you Australia's best and widest range of vegan products, making ethical living joyful and convenient. Explore our aisles from the comfort of your home!
• •Email Newsletter Snippet (Promoting a Sale): Hey Vegan Fam! 👋 Ready to stock up on your favourites? Our [Sale Name] is ON NOW! We believe everyone deserves access to delicious, kind-to-the-planet vegan goodies without breaking the bank. That's why we're giving you [Discount Percentage]% off [Product Category/Selected Items]. Happy shopping and thank you for being part of our compassionate community! Shop the sale: [Link]
• •Product Description (for a lesser-known vegan alternative): Curious about trying [Product Name]? We've got you! This amazing vegan [product type] makes it simple to enjoy those familiar flavours you love, completely cruelty-free. Made with [key ingredients/benefits], it's not just good for the planet and the animals, it's delicious too! Let us help you discover your next plant-based obsession. Add to cart and taste the kindness!