Brand Tone

Aspirational, Enthusiastic & Friendly, General & Broad, Emerging

Brand Values

• •Dependability
• •Customer Service
• •Uniqueness
• •Quirkiness
• •Eco-Friendliness
• •Fair Trade
• •Variety/Convenience

Best Practices

• •Develop a Brand Voice Guide: Clearly define the brand's personality, tone (enthusiastic, quirky, dependable), core values (eco-friendly, fair trade, uniqueness), and target audience. Share this guide with anyone creating content.
• •Substantiate Value Claims: If promoting "eco-friendly" or "fair trade," provide specific details in product descriptions (e.g., materials, certifications, sourcing stories). Generic claims can undermine trust. If only a portion of products meet these, be clear about that.
• •Use Storytelling: Share the "why" behind the brand and its products. If items are "quirky," tell the story of their uniqueness or how they were discovered. If they are "eco-friendly," explain the positive impact.
• •Consistent Language and Imagery: Ensure that the language used across the website, product descriptions, and any future marketing materials is consistent. For example, if the tone is "enthusiastic and friendly," avoid overly formal or technical jargon where it's not necessary. Imagery should also reflect the desired "quirky" or "eco-conscious" feel where appropriate.
• •Engage and Listen (Future Focus): As the brand grows and if it develops a social media presence or receives more customer feedback, engage with customers in a way that reflects the brand's tone and values. Actively listen to feedback to understand how the brand is perceived and to ensure messaging resonates.

Social Perception

Limited / Nascent, Website-Dependent, Potential for Skepticism if Claims Aren't Substantiated

Copy Examples

• •Homepage Banner: "Discover Your Next Favorite Thing! CBJ Generals: Your home for unique finds, dependable quality, and products that make a difference. Shop quirky, live consciously."
• •Product Category (Eco-Friendly Focus): "Kind to Your Home, Kinder to the Planet. Explore our growing collection of eco-friendly essentials, thoughtfully chosen for a sustainable lifestyle."
• •"About Us" Snippet: "We're not just another general store. At CBJ Generals, we're on a mission to bring you dependable goods with a touch of the delightfully unexpected. Founded in 2024, we're curating unique, quirky, and increasingly eco-conscious and fair trade items, all backed by our commitment to great customer service."
• •Social Media Post (if active): "Tired of the same old? 🤔 Find something wonderfully different at CBJ Generals! From quirky gadgets to everyday essentials with an ethical twist, we're here to add a little joy and responsibility to your shopping. #CBJGenerals #UniqueFinds #EcoConsciousLiving #FairTradeFuture"
• •Email Subject Line (for a sale): "✨ Quirky Goods, Serious Savings! Your CBJ Generals favorites are waiting. ✨"