Brand Tone

Proud, Patriotic, and Communal

Brand Values

• •Heritage and Tradition
• •Patriotism
• •Community
• •Authenticity
• •Boldness ("Go Big")

Best Practices

• •Speak the Language: Continue using authentic, colloquial Afrikaans. Avoid overly formal language. Terms like "kêrel," "kuier," "lekker," and "trots" are more powerful than their English equivalents for this audience.
• •Be Community-Centric: Always put the community first in your copy. Use "ons" (we/us) and "julle" (you all) to foster a sense of belonging. Regularly feature customer photos and stories to reinforce that the brand is for them.
• •Anchor in Shared Values: Ensure all marketing messages tie back to the core values of heritage, patriotism, and boldness. Every post should feel like it's celebrating this shared identity, not just selling a product.
• •Stay Visually Consistent: Use imagery that reflects the rugged, authentic, and proud lifestyle of the target market. Photos should feature real-looking people in natural, relatable South African settings (a farm, a braai, an outdoor adventure).
• •Develop a "Persona" Guide: Create a simple internal document that defines the Gaan Groot persona. For example: "If Gaan Groot was a person, he'd be the guy who gives a firm handshake, looks you in the eye, loves his country, and is always ready for a braai. He's confident but humble." Every piece of copy should be written in this persona's voice.

Social Perception

Perceived as a cultural identifier; authentic and 'for us, by us'; a validating and unifying presence with a strong sense of community ownership.

Copy Examples

• •Headline: Soek jy daai hemp wat sê "Ek's hier om te bly"? (Looking for that shirt that says "I'm here to stay"?) Body: Ons nuwe 'Erfenis' T-hemp is nie net katoen nie, dis karakter. Gemaak vir die manne wat hulle stories in die grond en hulle harte in die land het. Gaan Groot, of gaan huis toe. Call to Action: Kry joune nou. [Link] #GaanGroot #BoerTrots #MadeInSA
• •Subject: Die winter kom, maar ons pryse val. Body: Moenie dat die koue jou onderkry nie. Maak reg vir braaivleisvure en lang kuiers met ons winter-uitverkoping. Kry tot 30% afslag op geselekteerde pette, hemde en hoodies. Dis nou die tyd om jou kas op te stock met klere wat so hard werk soos jy. Call to Action: Shop die Sale. [Link]
• •Visual: A series of images showing a woman in a stylish "Plaasmeisie" shirt, working on a farm, then relaxing with friends. Text on slides: Slide 1: Sterk. Slide 2: Stylvol. Slide 3: Sonder fieterjasies. (Strong. Stylish. No-frills.) Slide 4: Die Plaasmeisie-reeks. Gemaak vir die vrou wat alles kan doen. Call to Action: Swipe up om te shop! #Plaasmeisie #VroueWatVoorvat
• •Visual: Montage of South African landscapes, farming activities, friends around a fire, and people proudly wearing Gaan Groot gear. Upbeat, patriotic Afrikaans music in the background. Voiceover/Text: "Hulle sê ons is 'n bietjie anders. Ons staan 'n bietjie vroeër op. Ons werk 'n bietjie harder. Ons lag 'n bietjie harder. En ja, ons droom 'n bietjie groter. Gaan Groot is nie net 'n naam nie. Dis wie ons is." (They say we're a bit different... Gaan Groot isn't just a name. It's who we are.) Call to Action: Wys wie jy is. [Link] #GaanGrootLewe
• •Headline: Julle laat ons trots voel! (You make us proud!) Body: Kyk net hier hoe rock @[customer_handle] ons klassieke pet! Dankie vir die share, Jan. Ons is 'n gemeenskap van doeners, en ons is trots om deel te wees van julle avonture. Tag ons in jou foto's om 'n kans te staan om gefeature te word! Call to Action: Deel jou #GaanGroot oomblik.