Brand Tone

Educational, Inspirational, and Authentic

Brand Values

• •Legacy & Heritage
• •Innovation & Curiosity
• •Education
• •Community
• •Purpose-Driven Commerce

Best Practices

• •Always Connect to the "Why": Every product has a story. Connect it back to the core values: the legacy of Bell, the spirit of innovation, education, or the beauty of Nova Scotia. This transforms a simple product into a meaningful artifact.
• •Use an Educational and Inspirational Voice: Frame copy around learning and discovery. Use phrases like "Discover the story behind...", "Inspired by Bell's work...", or "A tribute to the spirit of invention." Avoid generic, hard-sell language like "50% off!" or "Buy now!". Instead, use calls-to-action like "Explore the collection" or "Continue the legacy."
• •Tell the Human Story: Focus on Alexander and Mabel Bell as people—their passions, their partnership, and their life in Baddeck. This humanizes the history and makes the brand more relatable and engaging than simply listing facts about inventions.
• •Highlight Place and Community: Emphasize the unique location of the museum on Cape Breton Island. Mention the Bras d'Or Lake, the local artisans, and the Canadian heritage. This creates a strong sense of place and authenticity that distinguishes the brand from large, anonymous retailers.
• •Maintain Visual and Tonal Consistency: Ensure that the clean, bright, and authentic visual style of the Instagram feed is matched by the tone of the copy across all platforms. The language should feel as curated, thoughtful, and high-quality as the products themselves.

Social Perception

Trusted and high-quality cultural retailer, Credibility, Value, Uniqueness, Destination

Copy Examples

• •Before the telephone, there were kites. Alexander Graham Bell’s fascination with flight wasn't just a hobby; it was a laboratory in the sky. He built giant tetrahedral kites right here in Baddeck, dreaming of aviation. Take a piece of that high-flying spirit home. Our collection of kites isn't just a toy—it's an invitation to look up and invent. #AlexanderGrahamBell #SpiritOfInvention #Baddeck #Kites
• •Spark their curiosity! Alexander Graham Bell believed in hands-on learning. Our store is filled with science kits, educational toys, and books designed to inspire the next generation of inventors and creators. Give the gift of discovery and continue the legacy of a man who never stopped asking 'what if?'. Shop online to support the Alexander Graham Bell National Historic Site. #AGBMuseumStore #FutureIsBright #STEM
• •Subject: Crafted in Cape Breton, Inspired by History. The beauty of Baddeck is in its landscape and its people. We're proud to feature a collection of handcrafted jewelry and home décor from local artisans. Each piece tells a story of our community—a community the Bells fell in love with. When you purchase a handcrafted item, you support a local creator AND the mission of the museum. Explore the collection. #SupportLocal #CapeBreton #MuseumStore
• •Mabel Bell was more than the wife of a famous inventor; she was a powerful force of intelligence, compassion, and innovation in her own right. This biography explores the remarkable life of the woman who profoundly influenced Alexander Graham Bell and managed their bustling life, from founding gardens to funding experiments. Discover the story of the woman beside the man—an essential part of the Bell legacy. #MabelBell #WomensHistory #AGBMuseum
• •Can't make it to Baddeck? The experience of the Alexander Graham Bell National Historic Site is just a click away. Every purchase from our online store—from books to unique gifts—helps us preserve and share the story of innovation that changed the world. Shop with purpose: [link to website] #MuseumFromHome #History