TEST: Organic Fresh, 2019 update

MOD1: PURPOSE

Brand Foundations

Our Purpose

(The passion that gets us out of bed everyday!)

To help people stay healthy for longer by improving the quality of their food.

Our Vision

Our Positioning

Our Pillars

Our Promise

Our Personality

MOD3: POSITIONING

Brand Foundations

Our Purpose

Our Vision

Our Positioning

(How we position ourselves in the minds of target buyers.)

Our long-term Mindshare

100% Organics

Our Positioning Statement

For lovers of healthy food, Organic Fresh is the Australian grocery store that provides highly nutritional 100% chemical free produce through our strict ‘Farm-to-Plate’ quality control process.

Strategic Value Pathway (SVP)

Customer Intimacy

Golden rule: solve the client’s broader problem.

Focus: to understand customer needs in detail and excel in customer service by offering a range of customised / personalised services, in one or a few high-value niches.

Expertise: client acquisition, relationship development and solutions development.

Sales role: is to create value. A consultative sale (group of offers/skills) or stepped up to co-creation, where provider and client create a customised solution together.

Culture: high service orientated with deep customer knowledge, insight and a customer comes first mentality is essential.

Market: customers value personalised solutions and are willing to pay for them.

Economics: high cost of customer acquisition makes it imperative to gain a large wallet/market share; economies of scope are key.

Innovation: key area is new product identification and/or development of existing offerings because customer needs or market changes require it.

Brand personality: brands can be perceived as supportive, intuitive, engaging, friendly, caring, helpful, interested, multi-faceted.

Customer Value Proposition (CVP)

SVP
Price
  • Premium
  • Premium/
    Competitive
  • Competitive
  • Competitive/
    Leader
  • Leader

Offering premium products that are higher in value than competitor offerings but affordable to a niche buyer group.

Features
  • Original
  • Original/
    Customised
  • Customised
  • Customised/
    Basic
  • Basic

As good as the best, some innovations – bookstore, juice/soup bar, presentations, home delivery, loyalty program.

Quality
  • Excellent
  • Excellent/
    Average
  • Average
  • Average/
    Acceptable
  • Acceptable

Exceptional with strict ethical controls. Stores are clean, beautifully designed and presented.

Support
  • Comprehensive
  • Comprehensive/
    Standard
  • Standard
  • Standard/
    Minimal
  • Minimal

Offer advice in-store and website on recipes, how to grow organically and live sustainably. Employees exceptionally knowledgeable. Loyalty program available.

Availability
  • Restricted
  • Restricted/
    Selective
  • Selective
  • Selective/
    Universal
  • Universal

Available only in inner city suburbs of Australia. Home delivery has limited reach in outer suburbs and none in country areas.

Reputation
  • Prestigious
  • Prestigious/
    Respected
  • Respected
  • Respected/
    Functional
  • Functional

Service Excellence award winner. Branding has local feel and association with high profile organic farmers and chefs.

Our Pillars

Our Promise

Our Personality

MOD4: PILLARS

Brand Foundations

Our Purpose

Our Vision

Our Positioning

Our Pillars

(Our guiding principles that are the most important attributes/benefits that we, and our customers value most.)

Fresh and chemical free

We don’t like any nasties; all our products are certified pesticides, herbicides and fungicide free. We only buy from farmers who meet strict quality and ethical standards.

Our direct ‘Farm-to-Plate’ philosophy means produce is picked, packed and in store within 24 hrs – so you get the freshest, tastiest and healthiest organics.

100% sustainable organics

We believe that the way to look after our precious environment, and ourselves, is by eating and living in a sustainable and organic way.

We pass this knowledge on to our customers because the potential for every one to contribute to a cleaner and healthier planet is what we are forever striving for.

Locally & seasonally grown

To be a good neighbour, we only buy local and seasonally available produce.

We’re passionate about supporting local farmers to help them prosper and also to reduce our environmental footprint.

By eating seasonally, we not only improve our health but also promote balance with the earth’s resources and its life forms.

Our Promise

Our Personality

MOD5: PROMISE

Brand Foundations

Our Purpose

Our Vision

Our Positioning

Our Pillars

Our Promise

(Supporting our Purpose and Position, and founded on our Pillars to deliver an emotionally connected and differentiated customer experience.)

100% fresh, chemical free and sustainable organics, from local area Australian farms.

Promise Dimensions

(Our Pillars on which our Promise is founded, and the Touchpoint Actions of behaviours, actions or practices that bring it ‘to life’ for customers.)

Fresh and chemical free

We don’t like any nasties; all our products are certified pesticides, herbicides and fungicide free. We only buy from farmers who meet strict quality and ethical standards.

Our direct ‘Farm-to-Plate’ philosophy means produce is picked, packed and in store within 24 hrs – so you get the freshest, tastiest and healthiest organics.

Touch point actions

  • ‘Farm to Plate’ quality standards reporting
  • Employee training on storing, packing and presentation of produce in-store and at distribution networks
  • Test new supplier produce prior to contracts, continue with regular meetings on standards
  • Managers monitor presentation, quality and freshness
  • Attend conferences on organic farming for network opportunities and education

100% sustainable organics

We believe that the way to look after our precious environment, and ourselves, is by eating and living in a sustainable and organic way.

We pass this knowledge on to our customers because the potential for every one to contribute to a cleaner and healthier planet is what we are forever striving for.

Touch point actions

  • Organics Club Loyalty Program
  • All electric home delivery van with recyclable/returnable food boxes
  • In-store sustainable living bookstore
  • Regular education updates for all employees
  • Website for shop orders, email newsletter, blog and social media
  • 1% yearly profits to organics research and/or local community not-for-profit sustainability projects

Locally & seasonally grown

To be a good neighbour, we only buy local and seasonally available produce.

We’re passionate about supporting local farmers to help them prosper and also to reduce our environmental footprint.

By eating seasonally, we not only improve our health but also promote balance with the earth’s resources and its life forms.

Touch point actions

  • ‘Meet your farmers’ in-store, at local market stalls, online bios/videos
  • Build partnerships with local chefs for seasonal recipes ideas and promotions
  • Store design to reflect flavour and history of the local area
  • Local community presentations on organic food and sustainable living
  • Juice and soup bar with only seasonal produce

Our Personality

MOD6: VISION

Brand Foundations

Our Purpose

Our Vision

(Where we want to be, our future goal)

To provide access to fresh, chemical free food for people living in capital cities of Australia.

Our Positioning

Our Pillars

Our Promise

Our Personality

MOD7: PERSONALITY

Brand Foundations

Our Purpose

Our Vision

Our Positioning

Our Pillars

Our Promise

Our Personality

(Human characteristics/traits that define how we speak and behave, to connect emotionally with our target market.)

Our Brand Archetype framework

Business category or standards customers traditionally expect

The STANDARD

(influencer)

Everyman Archetype

Regular guy/gal, Citizen, Advocate, Servant, Networker, Realist

Our personality DNA that makes us different from competitors.

The CORE

(personality)

Rebel Archetype

Outlaw, Activist, Iconoclast, Misfit, Reformer, Maverick.

Adding versatility and ‘spice’ to our Core as our brand evolves.

The EDGE

(influencer)

Sage Archetype

Scholar, Teacher, Expert, Mentor, Thinker, Advisor, Philosopher.

Our CORE Archetype summary:

Rebel
Motto

Rules are meant to be broken

Promise

Liberation

Strategy

Disrupt, destroy, or shock

Goal

Overturn what’s not working

Desire

Revolution or revenge

Talent

Boldness, radical freedom

Weakness

Crossing over to the dark side

Fear

To be powerless or ineffectual

Rebels Offer
  • A break with current industry conventions
  • An opposing viewpoint to the tried and true
  • Radical, game changing innovations
  • Risky, racy, bold or politically incorrect imagery

Rebel brands in action

The Rebel is best at developing truly radical ideas, products, services and leading reform of all kinds.

From activist causes to free thinking mavericks to watchdogs or whistle-blowers, they want to destroy or improve the existing. But care needs to be taken in not overstepping too many boundaries in the quest for reform.

Marketing departs from the ho-hum through dark, destructive, bold, shocking, extreme or by simply using a clever or unexpected joke. Marketing cues for ‘normal’ products can suggest they are appropriate when people want to feel just a little bit bad or set apart from the norm.

Rebel customers

Whether alienated youth or minority groups looking to ‘find themselves’ in a dominant culture these consumers push past the Explorer tendency. They can also be well-adjusted law abiding citizens who simply need to let off steam every now and then.

With a deep-seated desire for freedom, they are drawn to the racy, shocking or the politically incorrect. But promoting destruction or going against the law wont be viewed as cool.

They gravitate to those that stand against tradition and are a change agent with a unique message or content that is on the unconventional or outrageous side. Brands that want to reach rebel consumers need to gauge their level of extremism and act accordingly.

Our Brand Personality

Outspoken

We are: forthright, candid yet tactful, honest, open

We are not: arrogant, boastful, pushy, rude, shouty

Inspiring

We are: encouraging, passionate, unselfish, optimistic

We are not: heady, over excited, sugary

Friendly

We are: inclusive, responsive, authentic

We are not: lacking drive, too soft, no focus

Our Voice Mapping

Volume
Softly Spoken | Conversational | Loud | In Ya Face!
Our volume is moderate – our voice is not too quiet or too loud.

Energy
Chilled | Relaxed | Composed | Lively
Our energy is high-spirited – our voice has an effervescent and expressive vibe.

Attitude
Safe | Unconventional | Opinionated | Polarizing
Our attitude is daring – our voice is challenging and thought-provoking.

Brand Personality and Voice Summary

Outspoken

We’re okay with sometimes blowing our own horn. But what prevents it from being an empty boast is that we connect it to why it matters — solving a problem for our customers.

We do like to challenge, so our headlines and key statements are bold and at times thought provoking, but never arrogantly bragging or shouty.

People recognise the truth, therefore we demonstrate straightforward honesty by backing up what we say with real facts (not fluff) that are brief yet clear.

Inspiring

We need to appeal to our consumers’ eyes, mind and heart with every single piece of work we create.

Everything we say should create feelings of empowerment in our audience. We do this by providing them with relevant insights and solutions, by using relatable language, and by a lively, expressive energy to elicit an emotional response.

We wear our passion and optimism like a badge to convey a sense of confidence. Excite and engage by being interesting – the things we say and how we say them.

Friendly

Our friendliness comes from our inclusive and authentic nature. To connect in a human way, everything we write is written by a person, for a person. It feels good that way, like we are in a conversation.

We often use personal pronouns alongside helpful words and phrases and informal language that average people understand. We often speak in fragments, so it’s ok to use them in our writing.

Avoid over-complicated terminology or jargon – people don’t have time to wade through it. Let’s keep our message simple.

Brand Voice Guidelines

Style
Word choice
  • When choosing between words with the same meaning, go for ones that are shorter and easier to understand.
  • Avoid longer words: just because they may sound more dignified or impressive, it’s more important not to confuse, alienate or annoy our audience.
  • Use sensory or emotional words: this helps the reader see, hear, smell, taste or feel our words so as to bring our personality to life.
Humour

Our humour is:

  • Witty-wordplay: a play-on-words, twisting language around e.g. puns, wisecrack, repartee.
  • Use humour appropriately: gauge moments for our humour. It’s not for everything we write or 24/7 as that’s off-putting.
  • Use humour intelligently: our humour has to be authentic; we’re not trying to get a laugh just for the sake of it. In verbal conversations with our customers and depending on the situation, humour is totally fine.
  • Use a soundboard: do a quick check of humorous content with a nominated person before it’s published.

View comprehensive section above in Brand Foundations PDF for Organic Fresh.

Tone of Voice examples
Content type: Product display message
Before:

Use locally grown herbs to brighten your mealtime

After:

Hey you! Make your taste buds happy with our 100% organic locally grown herbs… they’re crying out for some leafy goodness.

User thinking:

What am I going to cook with this week?

User feelings:

Interested, inquisitive, relaxed

Tips
  • Tone: feel free to be funny, enthusiastic
  • Our store experience should put a smile on their faces. We want them to feel good when they leave us.


Content type: Social media (Twitter)
Before:

Learn how to grow organic tomatoes from Steve our resident foodie buff #growyourown

After:

It’s a classic story, really. Steve finds tomato, tomato expresses interest, Steve uses organic compost to woo, they live happily ever after #growyourown

User thinking:

What new or interesting things will I discover and share?

User feelings:

Relaxed, inquisitive, engaged, connected

Tips
  • Tone: Conversational, friendly
  • Be human, helpful and informative
  • Pose interesting questions people will respond to. We can be thought provoking, as we are a little opinionated.


Content type: Blog article (intro)
Before:

Organic Innovation

Australia faces a unique food challenge. Increasing variability in extreme climate conditions has required Governments and industry to work harder on land and water management.

This focus has led to distinctive approaches, changes in governance, behavioural change and technology innovation. Australia’s approach to organic food production is regarded as among the most progressive in the world.

After:

Facing the organic food challenge head on

Australia is a land of extremes: it’s the driest inhabited continent, yet some regions are among the planet’s wettest; it suffers prolonged drought, yet catastrophic flooding can occur in a matter of days.

These contrasts define both our nation and how we grow our food. With the help of passionate farmers we’re meeting these challenges head on that’s led to an organic food industry that is innovative, vigorous and results focused.

User thinking:

I’d like to learn more about organic food. Is organic food all its cracked up to be?

User feelings:

Interested, inquisitive, sceptical

Tips
  • Tone: Self-confident, assured, inspiring. We buzz with a positive energy and language that encourages those feelings.
  • Be confident and say something new – if your copy sounds like you’ve heard it before, rewrite it from a new angle or perspective.
  • Content has to help reader understand an issue or how to solve a problem. Bring in statistics or irrefutable facts where it matters.
  • We create powerful stories when we acknowledge customer pain points.