Brand Tone

Artisanal & Passionate, Friendly & Approachable, Creative & Inspiring, Conscious & Transparent, Slightly Playful & Sophisticated

Brand Values

• •Quality & Craftsmanship
• •Authenticity & Transparency
• •Flavor Innovation & Versatility
• •Community & Connection
• •Conscious Consumption
• •Joy & Creativity

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of your brand tone (e.g., artisanal, friendly, creative, conscious), provide examples of "do's and don'ts," and define your brand's personality. Share this with anyone creating content.
• •Focus on "Why": Always circle back to the brand's core values. If quality and craftsmanship are key, the copy should reflect attention to detail and the superiority of natural ingredients. If it's about creativity, the copy should inspire and suggest possibilities.
• •Use Storytelling: Share the story behind the ingredients, the brewing process, or the inspiration for a particular flavor. This makes the brand more relatable and highlights its artisanal nature. For Portland Syrups, stories about sourcing local ingredients (if applicable) or the passion of the founders would fit well.
• •Emphasize Benefits and Experience: Instead of just listing features (e.g., "contains real fruit"), describe the benefit or experience ("Taste the vibrant burst of freshly picked berries"). Connect the product to the user's enjoyment and lifestyle.
• •Be Consistent Across All Channels: Ensure the tone used on the website matches the tone on Instagram, in email newsletters, and on product packaging. While the format may change, the core voice should remain recognizable and authentic to the Portland Syrups brand. Regularly audit content to ensure consistency.

Social Perception

Positive Product Experience, Artisanal Appeal, Trusted & Reliable, Aspirational but Accessible, Strong Local Identity (Potentially)

Copy Examples

• •🍂 Fall into flavor. ✨ Introducing our new Spiced Pear & Ginger syrup – authentically brewed with real pear, warm ginger, and a hint of autumn magic. Perfect for cozy cocktails, warming lattes, or even a drizzle on your morning oats. How will you craft your moment? #PortlandSyrups #SpicedPear #FallFlavors #CraftCocktails #ArtisanalSyrup
• •Stir Up Something Special! ✨ Get 15% off your first order and discover how real ingredients make better drinks. Taste the Portland Syrups difference – less sugar, more flavor, endless creativity. [Shop Now]
• •Your Weekend Just Got Tastier 🍹☕ New Recipes Inside! *(Body snippet):* Hey [Customer Name], ready to elevate your sips? We’ve been busy in the syrup studio, crafting some delightful new recipes featuring our classic Rose Cordial and the adventurous Marionberry Mint. From sparkling mocktails to decadent coffee creations, find your new favorite...
• •Tired of the same old G&T? Unlock a world of flavor with Portland Syrups. Our small-batch, botanical-infused syrups are your secret weapon for craft cocktails at home. Real ingredients, unforgettable taste. 👇 Explore our collection and inspire your inner mixologist!
• •Capture the zest of sun-ripened citrus. Our Bright Grapefruit & Lemon Verbena syrup is a vibrant burst of tangy grapefruit balanced by the subtle herbaceous notes of lemon verbena. Authentically brewed with whole fruit and botanicals, it’s your go-to for refreshing sodas, lively cocktails, or a surprising twist in your salad dressings. #RealIngredients #CraftedInPortland #CitrusLove