When writing any type of communication piece for Mosaic, you become the voice of Mosaic. The words you choose should reflect our personality and reinforce our brand.
Put yourself in the place of each audience member and choose key messages that are most beneficial to them. Change your writing style and tone to best fit the purpose of the piece. For example, a technical flyer should be straightforward and informative, while a trade ad should be more persuasive and engaging. Also, avoid using jargon or internal phrases the audience won’t understand.
Tone
To capture Mosaic’s character and personality, copy should be:
Confident but down-to-earth Approachable Straight-forward Informative and benefit-focused Empathetic (“We understand your needs”)
Target Audiences
Customers (e.g., wholesalers, retailers) Farmers Employees (current and potential) Investors/Shareholders Media Community members (e.g., environmental groups)
