成果範例
Brand platform and tone of voice: Hearth & Loaf bakery
Mission
We bake bread the slow way so our neighbours can have something honest on the table every day.
Values
- Patience. Every loaf ferments for 36 hours. We don't rush dough or people.
- Openness. You can see the ovens from the counter and ask us anything about ingredients.
- Neighbourliness. We know regulars by name and give unsold bread to the local food bank each evening.
- Craft over shine. A cracked crust matters more to us than perfect packaging.
Audience
Core: working parents and young professionals aged 28–45 who live within a 15-minute walk, care about what they eat and buy bread 3–4 times a week. Secondary: cafés and small restaurants looking for a reliable daily bread supplier.
Positioning
For locals who want real bread without a trip across town, Hearth & Loaf is the corner bakery that does slow fermentation every single day. Unlike supermarket "artisan" ranges, we bake on site and sell out by evening, so nothing on the shelf is older than this morning.
Tone of voice
Warm, plain-spoken, a little playful. We sound like the baker chatting over the counter, not like a menu in a fine-dining restaurant.
| We are | We are not |
|---|---|
| Friendly and direct | Overly cute or full of puns |
| Confident about our craft | Snobbish about other bread |
| Specific: hours, grains, temperatures | Vague: "the finest ingredients" |
Do and don't
Do: "Rye is back! Out of the oven at 7:30, usually gone by noon." Don't: "Indulge in our exquisite artisanal rye experience."
Do: "Sorry, the seeded loaf sold out today. We'll bake two extra trays tomorrow." Don't: "Due to high demand, this product is currently unavailable."
Do: "Our starter is eleven years old and still going strong." Don't: "Heritage leaven crafted with passion since 2015."
Words we use
fresh this morning, slow-fermented, from our oven, neighbours, sold out
Words we avoid
artisanal, exquisite, premium, indulge, curated
Client: Hearth & Loaf, a neighbourhood sourdough bakery with two shops and a weekend market stall.
客戶與所有細節皆為虛構。
關於此服務
飼主把寵物當家人看待，也很快就能察覺品牌是聽起來可愛卻不內行，或是專業卻冷淡。我們為您的寵物食品、用品或寵物照護事業撰寫品牌指南：要對飼主說話，還是「以寵物的口吻」說話；談論健康、成分與安全時如何避免嚇人或醫療宣稱；以及在擁擠的貨架上如何讓您與眾不同。完整版還包含色彩與字體。
包含內容
- 您會收到一份寵物品牌的書面品牌指南：包含商品頁面、包裝文案與貼文的語氣指引與範例，並依方案提供使命、價值觀與定位，以及附色碼的色彩與字體搭配。這是書面指南，並非視覺品牌手冊。
- 飼主口吻或寵物口吻誰來說話，以及何時適用
- 健康與安全用語對成分與照護謹慎宣稱
- 包裝與商品文案以您的語氣撰寫的範例文句
- 定位標準版起：飼主為何選擇您
- 色彩與字體進階版：適用於貨架與螢幕
服務流程
- 1需求說明您說明商品與飼主
- 2策略與撰寫我們定義語氣並撰寫範例
- 3交付提供指南，並可要求修改
需要您提供的資料
您的商品或服務、服務的動物與飼主、競爭品牌、您絕不妥協的堅持，以及（如有）您的標誌圖片。
我們會詢問您：
- 您販售或提供什麼？
- 您的對象是哪些動物與飼主？
- 品牌是否有時要以寵物的身分說話？
- 飼主會拿您與哪些品牌比較？
比較方案
付款保障
下單時付款，但只有在驗收成果後，款項才會撥付。
- 固定價格付款後，方案價格不會變動。
- 款項先行保留付款時，金額只會先保留，在您驗收後才會撥付給服務。
- 交付前檢查每份成果在交到您手上之前都會經過品質檢查，您也可以在驗收前於訂單頁面查看成果。
- 免費修改在需求說明範圍內，可依方案允許的次數提出修改。
- 3 天後自動驗收若您在交付後 3 天內未驗收也未提出修改，成果將自動驗收。若您在交付後於訂單聊天室留言，訂單會暫停自動驗收；我們回覆後，可能會重新起算 3 天，並會在聊天室中告知。
- 重新製作或全額退款若成果不符合您的需求說明且修改後仍未改善，或製作時間超過交付期限的兩倍，請在訂單聊天室留言：我們將重新製作，或全額退還款項。
常見問題
可以加入餵食或健康宣稱嗎？
我們會示範如何謹慎地談論成分與照護。健康宣稱必須遵守當地規定與獸醫指引；這並非獸醫建議。
會涵蓋 Amazon 或 Chewy 等購物平台嗎？
會，範例包含以您的語氣撰寫的簡短商品標題與重點條列。
我會收到含版面配置的視覺品牌手冊嗎？
不會，這是附色碼與字體建議的書面指南，不含版面配置或設計檔案。
沒有找到您要的答案？