Brand Tone

approachable, authentic, community-minded, and casually passionate

Brand Values

• •Authenticity/Self-Expression
• •Community & Local Pride
• •Creativity/Uniqueness
• •Giving Back (stated on Shopify)
• •Craftsmanship (implied on Etsy)

Best Practices

• •Develop a Brand Voice Guide: Clearly define the brand's personality, key message themes (e.g., city pride, self-expression, community), preferred vocabulary (and words to avoid), and overall cadence. Share this with anyone creating content.
• •Show, Don't Just Tell, Your Values: Instead of just saying 'we support community,' showcase it. Feature local artists or stories, highlight the 'St. Louis studio' aspect more prominently, and detail how you 'help people in need and street vendors.'
• •Engage Authentically: Respond to comments and messages in the brand's defined voice. If the tone is approachable and community-minded, ensure interactions reflect that warmth and genuine interest.
• •Consistent Storytelling Across Platforms: Ensure the narrative about city soul, hometown inspiration, and unique streetwear is woven through the Shopify site, Instagram, and any other platforms. Currently, the Etsy shop tells a much richer story than the main website.
• •Use User-Generated Content (UGC) When Possible: Encourage customers to share photos wearing City Soul Apparel in their cities. Reposting UGC (with permission) reinforces the 'city soul' and community aspect, and provides authentic social proof, naturally aligning with the desired tone.

Social Perception

positive, albeit niche, perception among its customers. Awareness of 'City Soul Apparel' (citysoulapparel.us) specifically is likely very low due to its limited online footprint, basic website, and few products.

Copy Examples

• •Headline: Wear Your City's Heartbeat. Body: Don't just live in your city, *be* its soul. Our latest collection is crafted with love, inspired by the streets you know and the vibes you can't get anywhere else. Rep your roots. Shine on. #CitySoulStreetwear #HomegrownStyle
• •Headline: More Than Apparel. It's Your Story. Body: Each City Soul piece is designed to let your true self speak. Unique, vibrant, and as authentic as you are. What story will you tell today? #StreetwearCulture #ExpressYourSoul
• •Headline: Fresh Drops: Straight from Our Studio to Your Streets. Body: New designs just landed, bringing that unique city energy you love. Handcrafted with passion, because mass-produced is not our vibe. Support small, wear bold. #CitySoulApparel #NewCollection #ShopSmall
• •Headline: Find Your Vibe. Rock Your City. Body: From tees that talk to hoodies that hug, City Soul Apparel is all about comfort, character, and hometown pride. Find the piece that screams 'you'. #UrbanStyle #CityInspiredFashion
• •Headline: That Feeling When Your Tee Gets It. Body: You know, the one that feels like home? That’s what we craft. Streetwear that connects, celebrates your city, and lets your soul do the talking. Discover your new favorite. #SoulOf TheCity #StreetwearEssentials