Tono de Marca

Authentic, Respectful, and Community-Oriented

Valores de Marca

• •Ethical Sourcing and Fair Trade
• •Cultural Preservation and Education
• •Community Empowerment
• •Authenticity and Provenance
• •Sustainability

Mejores Prácticas

• •Prioritize Storytelling: Always lead with the story behind the product or the artist. This reinforces authenticity and cultural value.
• •Use Respectful and Inclusive Language: Acknowledge the traditional owners of the land and use language that is respectful of Indigenous cultures and histories. Avoid generic or appropriative terms.
• •Highlight the "Why": Consistently remind your audience of the not-for-profit and social enterprise model. Emphasize that every purchase has a positive impact.
• •Showcase the Community: Feature artists, community members, and staff in your communications. This puts a human face to the brand and strengthens the sense of community.
• •Maintain a Warm and Welcoming Tone: Whether online or in-store, the language should be friendly, approachable, and educational, inviting questions and fostering a dialogue with the audience. Reviews consistently praise the friendly staff, and this should be reflected in all communications.

Percepción Social

The public perception of Aboriginal Bush Traders is overwhelmingly positive. It is viewed as a trustworthy and vital community organization rather than just a retail store. Customers see it as a place to purchase unique, high-quality, and ethically sourced products while supporting a good cause. The café is a popular spot known for its unique menu and excellent service. The wider community and media perceive ABT as a leader in ethical Indigenous enterprise and a key cultural institution in Darwin. It is respected for its commitment to fair trade and its role in empowering Indigenous artists. Artists and partners view it as a supportive and collaborative organization that provides crucial economic opportunities and advocates for their interests.

Ejemplos de Copy

• •Headline: Art that Speaks. Culture that Lives. Body: Every piece in our gallery tells a story, a direct line to the ancient traditions and vibrant culture of our First Nations artists. When you purchase from us, you're not just buying art; you're honoring a legacy and empowering a community. #ArtWithAStory #EthicalArt
• •Headline: Taste the True Flavours of Australia. Body: Our café menu is a celebration of native ingredients, from zesty lemon myrtle to rich bush tomato. It’s more than a meal; it’s an experience. Come and discover the unique and delicious world of bush tucker. #BushFood #NativeCuisine
• •Headline: Your Purchase Has Power. Body: As a 100% not-for-profit, every dollar you spend at Aboriginal Bush Traders goes directly towards supporting Indigenous artists and their communities. Shop with purpose, knowing your choice creates real impact. #ShopEthical #SupportIndigenous
• •Headline: The Story Behind the Weave. Body: This beautiful basket was woven by [Artist's Name], a master weaver from [Community Name]. Her hands carry generations of knowledge, and her art sustains her family. Learn her story and discover the skill woven into every fibre. #IndigenousCraft #WeavingTradition
• •Headline: More Than a Gift. A Connection. Body: Looking for a gift with meaning? Our collection of ethically sourced homewares, jewellery, and books offers a unique connection to Indigenous culture and creativity. Give a gift that tells a story and supports a community. #MeaningfulGifts #CulturalHeritage