#copywrighting

Assignment Description: I used a real company to create a mock brand tone guide for this assignment. Below is an example of how I would craft your brand’s voice and tone in a guide that will be used for consistency across all forms of communication. 

Brand: Whole Foods Market

Positioning Statement: Whole Foods Market’s products consist of fresh, natural, organic produce, holistic home & self-care essentials, artisan-style delicacies, and deliciously nutritious on-the-go meals. Busy, health-conscious shoppers can depend on receiving high-quality foods that will increase their overall health and wellness while improving the environment. Whole Foods Market is the only USDA-certified organic market in the United States.

Descriptors:

Reliable

Inspirational

Mindful

Altruistic 

Innovative

Explanation:

Whole Foods Market is reliable because it consistently provides high-quality groceries and goods for its shoppers. WFM is not inconsistent with its quality standards.

Embrace: WFM would say reliable things like “quality checked, farmer trusted, brands you can rely on repeatedly.”

Avoid: WFM would not say things that sound like “occasionally farmer checked” or “brands that sometimes meet the mark.”

Whole Foods Market is inspirational because it compels shoppers to take time to invest in their physical and environmental well-being. WFM is not boring or mundane.

Embrace: WFM would say that "true fulfillment comes from knowing what's on your plate."

Avoid: WFM would not say things that sound like, “Come eat the same foods you’re used to”

Whole Foods Market is mindful because it is responsible, thoughtful, and attentive. WFM is not careless or flighty.

Embrace: WFM would say things that sound like “sustainably sourced,"; "fair trade made"; "responsibly crafted to your satisfaction."

Avoid: WFM would not say, "Don’t check the labels, eat at your own risk.”

Whole Foods Market is altruistic because it embraces community partners and has an impactful social awareness to better the environment. WFM is not arrogant or individualistic.

Embrace: WFM would say things that sound like "locally harvested,"; "supporting the ones who do it right,"; **"our purpose is to nourish people and the planet."

Avoid: WFM would not say things like, “great value for massed produced meats”; or “Let’s keep all of the good stuff just for us.”

Whole Foods Market is innovative because it is the first exclusively organic market in the USA with a modern take on holistic living and sustainable farming practices. WFM is not gimmicky or casual.

Embrace: WFM would say, "customer-centered, sustainably driven, since day one."

Avoid: WFM would not say things like, "the OG of organic grocery giant, servin' up fresh ones on the daily" or “Since it’s never been done before, we’re not going to be the ones who try first.”

BRAND KEYWORDS AND PHRASES: **“SOURCED FOR GOOD: PRODUCTS THAT TASTE GOOD — AND DO GOOD.”; **“RAISED RIGHT”; “NOURISHMENT FOR THE MIND, BODY, AND SOIL”; "FAIR TRADE"; "ORGANIC"; "ALL NATURAL"; "HIGH-QUALITY STANDARDS": "HIGH-QUALITY PREMIUM FOOD AND GOODS"; "MODERN ORGANIC"; "RESPONSIBLY GROWN AND SOURCED";

**cites from Whole Foods Market website

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