Brand Tone

Friendly, Trustworthy, and Community-Oriented

Brand Values

• •Community
• •Customer Service
• •Family & Legacy
• •Quality & Selection
• •Trust

Best Practices

• •Always Lead with "Community": Frame marketing messages around the brand's connection to Westlock. Use local landmarks or events as a backdrop for content when appropriate.
• •Prioritize "Helpful" Over "Salesy": The copy should always feel like helpful advice from a trusted neighbour. Focus on the benefits and practicality of the products for the customer's lifestyle, not just on price.
• •Celebrate Your History: Regularly weave in the "since 1952" and "family-owned" aspects. This is a powerful differentiator that builds trust and emotional connection.
• •Use a Warm and Accessible Voice: Keep language simple, friendly, and direct. Avoid corporate jargon or high-fashion buzzwords. The voice should be as welcoming as walking into the physical store.
• •Amplify Customer Voices: Feature customer testimonials and reviews in your marketing. This aligns with the community-focused value and provides authentic social proof that reinforces the brand's trustworthiness.

Social Perception

Overwhelmingly positive; viewed as a reliable, friendly, and valuable local institution. Customers appreciate personalized service, seeing it as a refreshing alternative to big-box retail. Respected for longevity and commitment to the community, reinforcing its reputation as a trusted local retailer.

Copy Examples

• •Dressing Westlock Families Since 1952. Quality clothing and footwear for every generation. Shop with your neighbours at A&M.
• •Your go-to for chilly mornings just arrived! ❄️ These new [Brand Name] jackets are perfect for everything from the school run to a weekend walk. Come on in and find your perfect fit – we're here to help!
• •We’re more than just a store; we’re a part of the Westlock story. For over 70 years, we've been helping our neighbours put their best foot forward. Thank you for letting us be a part of your family's journey. #AMClothing #ShopLocalWestlock
• •The Men's [Brand Name] Hiker Shoe isn't just a shoe; it's your trusted partner for exploring the trails around Alberta. Built for comfort and durability, it’s a favourite among our local adventurers. Let us help you get the right fit in-store or order online for fast, local shipping!
• •Four generations, one community. We started as A&M in 1952 with a simple promise: to treat people right and offer quality goods. Today, that promise is stronger than ever. We’re proud to be your local, family-owned clothing and shoe store.