Brand Tone

Traditional & Authentic, Friendly & Approachable, Nostalgic, Quality-Oriented, Playful (especially on TikTok)

Brand Values

• •Heritage & Tradition
• •Quality Craftsmanship
• •Authenticity
• •Customer Satisfaction
• •Adaptability/Innovation

Best Practices

• •Embrace Heritage: Consistently weave in the brand's long history (since 1880) and Scottish roots to reinforce authenticity and tradition. Mention "Edinburgh" and "Scottish" where appropriate.
• •Highlight Craftsmanship: Use words like "handcrafted," "handmade," "traditional recipes," and "quality ingredients" to emphasize the care and skill that goes into the products.
• •Maintain a Friendly & Warm Voice: Even when being professional, ensure the language is approachable and inviting. Use welcoming phrases and a slightly informal tone where suitable, especially on social media.
• •Evoke Nostalgia and Sensory Experience: Use descriptive language that appeals to taste, texture ("melt-in-your-mouth," "creamy," "crumbly") and the comforting feeling of traditional sweets.
• •Balance Tradition with Modern Appeal: While rooted in history, showcase adaptability (e.g., vegan options, engaging on TikTok) to show the brand is current, but without losing its core identity. Ensure the tone on newer platforms like TikTok remains true to the brand's friendly nature, even if more informal.

Social Perception

Positive Overall: Customers generally perceive Ross's of Edinburgh as a provider of high-quality, traditional Scottish sweets. The tablet is a particularly well-regarded product. Authentic Scottish Treat: Seen as a genuine taste of Scotland, popular for gifting or as a personal indulgence. Reliable & Established: The long history contributes to a perception of reliability and expertise in confectionery. A "Taste of Home": For Scots or those with a connection to Scotland, it evokes nostalgia.

Copy Examples

• •Headline: Taste the Tradition: Ross's of Edinburgh Since 1880. Body: For over 140 years, we've been handcrafting Scotland's finest tablet, fudge, and rock using time-honoured recipes. Every bite is a piece of history, a sweet reminder of authentic Scottish confectionery. Indulge in the legacy.
• •Headline: Sweeten Your Day, the Scottish Way! Body: From our famous melt-in-your-mouth Tablet to our classic Edinburgh Rock, there's a Ross's treat to make you smile. Handmade in Edinburgh with a sprinkle of joy in every batch! What’s your favourite?
• •Headline: Gift a Little Bit of Scotland. Body: Looking for the perfect, authentic Scottish gift? Our handcrafted confectionery, beautifully packaged, shares the sweet taste of Edinburgh with your loved ones, wherever they are.
• •Headline: Still Making It by Hand, Still Making You Smile. Body: Times change, but our commitment to quality doesn't. Ross's of Edinburgh continues the tradition of expertly crafted sweets, just like they've always been. Pure, simple, delicious.
• •Headline (for a social media post with a candy-making video): Body: Magic in the making! ✨ Our talented sugar boilers are cooking up a fresh batch of [Product Name]. Wish you could smell this! 😉 Get your handcrafted Scottish goodness via the link in bio! #RossofEdinburgh #HandmadeCandy #ScottishSweets #TabletTemptation