Brand Tone

Predominantly Professional and Authoritative, Practical and Solution-Oriented, Innovative, Helpful/Supportive

Brand Values

• •Quality
• •Innovation
• •Reliability/Durability
• •Efficiency
• •Expertise
• •Problem Solving
• •Australian Focus/Local Solutions

Best Practices

• •Develop a Brand Voice Chart: Clearly define the brand's personality traits (e.g., Expert, Reliable, Innovative, Practical), corresponding "do's and don'ts" for language, and key messaging points. Share this with anyone creating content.
• •Prioritize Clarity and Accuracy: Given the technical nature of the products, ensure all copy is clear, concise, and factually accurate. Avoid jargon where possible, or explain it if necessary for the target audience (e.g., contractors might understand technical terms better than a general business owner).
• •Focus on Solutions and Benefits: While product features are important, always tie them back to the benefits for the customer – e.g., "saves time," "reduces long-term costs," "improves safety," "easy to apply."
• •Maintain Professionalism but Adapt to the Platform: While the core tone is professional, allow for slight variations depending on the social media platform. LinkedIn will be more formal, while TikTok/Instagram can be more visually driven and direct, yet still maintain an underlying sense of expertise and quality.
• •Use Consistent Terminology: Ensure product names, technical terms, and company-specific phrases are used consistently across all communications to avoid confusion and reinforce brand identity. For instance, consistently referring to their "Cold Mix Asphalt" by its full or designated product name.

Social Perception

Specialized Supplier, B2B/B2G Focus, Credible and Knowledgeable, Product-Focused, Innovative in its Niche

Copy Examples

• •Headline: Permanent Pothole Repair, Simplified. Earthco's Cold Mix: Built to Last. Body: Tired of temporary fixes? Earthco Projects delivers high-performance cold mix asphalt designed for durable, all-weather pothole repairs. Easy to use, instantly trafficable. Get your roads back in top condition, fast. Learn more about our NATA-accredited solutions.
• •Social Media Post (Image/Video of a successful repair): Text: Problem: Damaged asphalt. Solution: Earthco Projects. Our premium asphalt products are engineered for superior strength and longevity, ensuring your road surfaces withstand the toughest conditions. See the difference quality materials make. #RoadMaintenance #AsphaltRepair #InfrastructureSolutions #EarthcoProjects
• •Website Product Snippet: Product: Stimex Bitumen Stimulator Copy: Enhance bitumen performance and longevity with Stimex. Our innovative additive improves adhesion and durability, ensuring your asphalt projects meet the highest standards. Trust Earthco for cutting-edge road technology.
• •LinkedIn Update: Text: Earthco Projects is committed to advancing road infrastructure through quality and innovation. Our NATA accredited laboratory ensures every batch of our asphalt and emulsion products meets rigorous standards, providing reliable solutions for councils and contractors across Australia. Discover our comprehensive range. #RoadConstruction #CivilEngineering #QualityAssurance
• •Email Subject Line (Targeting Contractors): Boost Efficiency & Durability: Earthco's Road Repair Solutions Email Snippet: Maximize your project outcomes with Earthco Projects. Our industry-leading asphalt products and emulsions are designed for easy application and lasting results, reducing downtime and maintenance costs. Partner with us for your next road project.