Brand Tone

Authoritative and Informative, Advocacy-driven and Protective, Educational and Supportive, Professional and Credible, Encouraging and Positive

Brand Values

• •Integrity
• •Sustainability
• •Health and Wellbeing
• •Support for Australian Producers
• •Transparency and Education
• •Advocacy and Leadership

Best Practices

• •Develop a Brand Voice Guide: Document the defined tone (Authoritative, Informative, Advocacy-driven, Educational, Professional, Encouraging) and values (Integrity, Sustainability, Health, Support, Transparency, Leadership). Provide examples of "do's and don'ts" for specific language.
• •Always Prioritize Clarity and Accuracy: As an authority, all information must be fact-checked and clearly communicated. Avoid jargon where possible, or explain it for broader understanding, especially when discussing standards and certification.
• •Emphasize "Certified Organic": Consistently use the term "certified organic" rather than just "organic" where appropriate to reinforce the value of certification and distinguish from unverified claims. Always promote the "Bud" logo.
• •Balance Advocacy with Education: When discussing challenges like greenwashing or the need for regulatory reform, frame it with an educational approach, explaining *why* it matters to consumers and the industry, rather than solely adopting a combative tone.
• •Be Audience-Aware: Tailor the depth of information and calls to action based on the platform and intended audience (e.g., more technical for industry communications, more benefit-driven for consumer-facing content), but ensure the core tone and values remain consistent across all channels.

Social Perception

Trusted Authority, Advocate for the Industry, Resource Hub, Champion of Organic Benefits, Concern over "Greenwashing"

Copy Examples

• •Headline: Trust the Bud: Your Unwavering Guide to Genuine Australian Organic. Body: In a world full of claims, clarity matters. The Australian Certified Organic Bud logo is our promise of integrity, rigorously audited to meet Australia's highest organic standards. Choose certified, choose genuine. #TrustTheBud #AustralianOrganic
• •Headline: Growing a Sustainable Future, Together. Body: For over 35 years, Australian Organic Limited has championed practices that nurture our land, support our dedicated farmers, and bring truly organic goodness to your table. We're not just certifying products; we're cultivating a healthier tomorrow. Learn more about our commitment. [Link] #OrganicFuture #SustainableFarming
• •Headline: Why Settle for 'Natural' When You Can Have Certified Organic? Body: Don't let vague labels fool you. "Organic" should mean something. As Australia's peak body for organics, we're fighting for clear, honest labeling so you can confidently choose products that are truly organic, from farm to you. Demand transparency. Look for the Bud. #RealOrganic #ACOCertified
• •Headline: Empowering Our Farmers, Nourishing Our Nation. Body: Australian Organic Limited stands with the hardworking producers who make certified organic a reality. We provide the resources, advocacy, and standards they need to thrive, ensuring you get the quality organic products you deserve. Support local, support organic. #AustralianFarmers #OrganicProducers
• •Headline: The Future is Organic. And It's Certified. Body: From advocating for national organic standards to educating consumers on the benefits of choosing certified, Australian Organic Limited is at the forefront of a movement towards a healthier, more transparent food system. Join us in celebrating and growing the future of Australian organics. #OrganicAwareness #LeadWithIntegrity