Page 5 - GRDC_BRAND GUIDE
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BRAND STRATEGY
VOICE & TONE
Warmly Genuine
Like our locally grown Kentucky corn
Relentlessly Bold Like our rye
Charmingly Understated Like our barley
Unyieldingly Passionate Like our rivers, which course with mineral-rich water
DO'S
Look for ways to use every piece of content to inspire our audience to act even if that engagement is not with our brand
Get excited; just as you can hear whether somebody is smiling in their voice, genuine energy comes through in written content
Put yourself in your consumers’ shoes—if content doesn’t inspire you, then it certainly won’t inspire them neither should Green River
DONT'S
Create brand-centric content; even content about our brand should relate back to our consumers
Speak like a brand; if you ask yourself, “Would a human say this?” and the answer is no, then neither should Green River
BRAND IDENTITY GUIDE | sTraTeGY
BRAND VISUAL GUIDE | InTroduCTIon 5
