Brand Tone

Authentic & Down-to-earth, Educational & Informative, Positive & Advocating, Engaging & Relatable, Family-Friendly, Community-Focused

Brand Values

• •Transparency & Honesty
• •Stewardship & Environmental Care
• •Hard Work & Resilience
• •Education & Advocacy
• •Community & Connection
• •Innovation & Forward-Thinking

Best Practices

• •Speak from the Farmer's Perspective: Use "we" and "I" (referring to Alistair/Kiwi Farmer) to maintain a personal, authentic voice. Share genuine experiences and emotions.
• •Educate, Don't Just Sell: Even when promoting merchandise or accommodation, weave in the educational and advocacy aspects of the brand. Explain the "why" behind what they do.
• •Be Real and Relatable: Don't shy away from discussing challenges alongside successes. Use straightforward, honest language that resonates with both farmers and the general public. Avoid overly corporate or jargon-filled speech.
• •Maintain a Positive and Proactive Stance: While acknowledging difficulties, the overall tone should be hopeful and highlight the good work farmers do for the environment, animal welfare, and food production. Focus on solutions and positive actions.
• •Engage and Invite Dialogue: Encourage questions and comments. Frame copy to foster a sense of community and open conversation, reinforcing the brand's aim to connect and educate.

Social Perception

Positive & Respected, Educational Resource, Trustworthy, Counter-Narrative, Engaging Content Creator

Copy Examples

• •Website/Social Media Post (Promoting a new YouTube video): Ever wondered what a day of [specific farm task, e.g., 'lambing season'] *really* looks like on a New Zealand sheep and beef farm? Join Alistair on The Grange as he shares the honest highs and lows. We're passionate about what we do and showing you the real care that goes into Kiwi farming. Watch now! #KiwiFarmer #NZFarming #RealFarmLife
• •Merchandise Store (Product Description for a Hoodie): Stay warm while you're out on your own piece of land, or just show your support for genuine Kiwi farming. Our Kiwi Farmer hoodie isn't just comfortable; it's a nod to the hard work, dedication, and love for the land that Kiwi farmers like Alistair pour into their work every single day. Get yours and wear it with pride! #SupportNZFarmers #KiwiFarmerGear
• •Instagram Post (Image of a scenic farm view): More than just a job, it's a way of life. Sunrise over The Grange – a reminder of why we're committed to looking after this land for generations to come. We believe in farming with care and transparency. What does farming mean to you? Share your thoughts! #KiwiFarmer #LoveTheLand #NZAgriculture #SustainableFarming
• •Facebook Update (Addressing a farming challenge or misconception): Hearing a lot of talk about [current farming issue/misconception]? On Kiwi Farmer, we tackle these topics head-on, showing you our perspective from the ground here in North Canterbury. It's not always easy, but we're committed to doing things right and sharing our journey. Check out our latest video discussing [topic]. #KiwiFarmer #FarmingTruths #AskAFarmer
• •Email Newsletter Snippet (Encouraging farm stay bookings): Escape to the country and experience the authentic heart of New Zealand farming with a stay at The Hill House on The Grange. See firsthand the passion that goes into our work, enjoy the stunning Canterbury views, and connect with the land. It's more than a getaway; it's a glimpse into the Kiwi farming spirit. Book your rural retreat today! #KiwiFarmerStay #FarmStayNZ #ExperienceRuralNZ