Language guidelines

Brand tones

Good writing isn’t always cut and dry. Like the words we choose, how we write affects our brand voice. Keep the following guidelines in mind when you are writing. And most importantly, be consistent.

Our brand tones and values guide the important decisions: who we partner with, where our money goes, what products we provide. They also inform our tone of voice. Use them on the website, social media, and marketing materials to increase audience connection.

We’re motivated advocates

• Speak directly to the reader. Avoid the third-person

We’re aggressive problem-solvers

• Use active voice
• When smaller words work, use them

We’re rooted connectors

• Keep sentences and paragraphs short. Leaving room to breathe makes content easier to read, reference, and remember
• Rely on storytelling to share value

We’re unapologetic stewards

• Be direct. Say what you mean, and don’t bury the lead

Brand tones > Here are some other style points to keep in mind.

Contractions

Contractions help our writing feel friendly and conversational. Use them like you do in everyday speech.

Exclamation points

Exclamation points can be effective when used sparingly. But they can also feel unprofessional and over-excited. Use them primarily in response to comments on social media.

Headlines

Capitalize only the first letter of headlines. Use a period if the headline is a complete sentence.

Oxford comma

To avoid ambiguity, use the Oxford comma before the last item in a list.

Name

Our proper name is Mt. Folly Farms. Use the full name when first introducing our brand. We often then default to Mt. Folly in conversation and shorthand.

Mt. Folly Farms

Mt. Folly

Mount Folly

MFF

Audience

Our current primary audience is wholesale buyers, like-minded or local-minded customers, and farm partners. Sometimes we speak to them as a whole, but more often we communicate with them individually.

Our wholesale buyers are:

• Big box buyers (Kroger, Meijer, etc.)
• Independent retailers (Co-op, Rainbow Blossom, gift shops, etc.)

Our like-minded / local minded customers are:

• Health-conscious
• Source-minded
• Consumers who desire ease

Our farm partners are:

• Like-minded
• Desire a low barrier to entry
• Want to add value and sell product

About statement

The about statement is a short, straightforward, and memorable answer to a common question: “what do you do?” Use it for a quick introduction in speech or print.

We are a community of regenerative farmers and advocates working to restore the people and places of our region.

Elevator pitch

The elevator pitch is meant to make a connection. It’s a memorable introduction to Mt. Folly — what we do, why we do it, and why it matters. Use the elevator pitch to start a conversation with a potential partner, consumer, or team member.

Farming is more than planting and harvesting crops. It’s about hard work, making a living, and giving a damn. Mt. Folly is a network of proud farmers and dedicated developers/makers working to restore the roots of the region through methods that benefit the land and the people. From beef to hemp to whiskey and other goods, we raise, make, and sell the best of what our land provides.

Story

Where we came from is a critical part of who we are today. It helps readers connect with our brand and support our mission. Use on the website or in marketing materials to build connection.

Farmers know the score. Too much rain. Too little rain. Late frost. Blasting sun. Sick animals. Broken machines. Fences need mending. Thin profit margins, if there is profit at all. From the outside, it looks foolish.

But, farming isn’t a job you sign up for like accounting. It calls you. It gets into your body like roots. We understand farmers because we are farmers. We are stubborn and gritty. We are proud. We don’t just embrace the folly. We are Mt. Folly.

Headlines

Survival of the ruralist

For here, from here

Animals are the cornerstone of a healthy farm

Plenty of manure, no bullshit

Stewardship with mud on its boots

Climate-friendly, and regular friendly, too

We bale communities and hay

From extraction to regeneration

Workin’ something fierce