Brand Tone

Passionate, Personal, Expert, Artistic, Authentic

Brand Values

• •Quality
• •Expertise & Craftsmanship
• •Passion
• •Customer Connection & Service
• •Creativity & Inspiration
• •Sustainability/Naturalness (Implied)

Best Practices

• •Embody Gerti's Voice: Always write as if Gerti Haslauer (or a deeply knowledgeable and passionate team member inspired by her) is speaking. Use "I" and "we" to foster a personal connection. Infuse copy with genuine enthusiasm and a love for all things botanical.
• •Highlight Expertise with Approachability: Share knowledge and tips confidently, but always in a friendly, easy-to-understand manner. Avoid overly technical jargon unless explained. The goal is to empower customers, not intimidate them.
• •Focus on Sensory Details and Emotion: Describe the beauty, scent, and texture of plants and flowers. Connect products to the joy, peace, and satisfaction they bring to customers' lives and homes. Use evocative language.
• •Maintain Visual-Textual Harmony: Ensure the copy complements the visuals. If the image is artistic and vibrant, the text should mirror that energy. If it's a calming garden scene, the text can be more reflective. This is particularly important for Instagram and Facebook.
• •Create a Style Guide Snippet for Tone: Develop a simple internal guide with keywords (e.g., passionate, expert, friendly, artistic, natural) and examples of "do's and don'ts" for writing copy. This helps ensure anyone creating content stays on brand. For instance: *Do: Use encouraging and inspiring language. Don't: Be overly formal or salesy without adding value.*

Social Perception

Highly Regarded Local Expert, Artistic and Talented Florist, Friendly and Passionate Owner, Inspiring and Educational, High-Quality Products

Copy Examples

• •Instagram Post (Image: Vibrant bouquet of seasonal flowers): Bringing a little sunshine indoors! ☀️ Gerti's hand-picked seasonal blooms are here to brighten your day. Each arrangement is crafted with love and a touch of flower magic. What colors make you happy? #Blütenkunst #GertiHaslauer #SeasonalFlowers #FlowerArt #SalzburgFlorist #PassionForFlowers
• •Facebook Ad (Targeting: Local gardening enthusiasts): Dreaming of a blooming garden? 🌱 At Der Gartenmarkt Haslauer, we don't just sell plants, we share our passion! Get expert advice from Master Florist Gerti Haslauer and find robust young plants, quality seeds, and everything your green heart desires. Visit us in Salzburg or shop online! [Link to shop] #DerGartenmarktHaslauer #GardeningPassion #ExpertAdvice #SalzburgGarden #GrowYourOwn
• •Website Banner (Homepage of `shop.dergartenmarkt.de`): Welcome to Der Gartenmarkt Haslauer: Where Passionate Gardening and Flower Art Meet. Discover hand-selected plants, unique decorations, and expert workshops by Gerti Haslauer.
• •Product Description (For a new herb plant): Meet our aromatic new Sage 'Würzmichel'! 🌱 Grown with care and ready to bring robust flavor to your kitchen. Gerti’s Tip: Plant in a sunny spot and enjoy fresh herbs all season long. Perfect for teas, roasts, or simply brushing past for that lovely scent! #HerbGarden #GrowYourOwnFood #DerGartenmarkt #KitchenHerbs #GardeningTips
• •Email Newsletter Snippet (Announcing a workshop): Unleash your inner florist with Gerti! ✨ Join our upcoming 'Summer Wreath Making' workshop and learn the art of creating stunning natural decorations. Gerti Haslauer will personally guide you, sharing her secrets and passion for floral design. Limited spots – book yours and let your creativity bloom! [Link to workshop page] #BlütenkunstWorkshops #GertiHaslauer #FloralDesign #DIYDecor #SalzburgEvents #CreativeWorkshops