Brand Tone

Friendly and Approachable, Authentic and Local, Proud and Celebratory, Slightly Nostalgic/Vintage, Community-Oriented

Brand Values

• •Local Pride
• •Support for Local Community & Artists
• •Quality and Authenticity
• •Connection to Place
• •Accessibility/Affordability

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of your brand's tone (e.g., friendly, local, proud, authentic, witty), including do's and don'ts for language and style. Share this with anyone creating content.
• •Always Emphasize "Local": Weave in references to Asheville's landmarks, culture, nature, and community. Use local slang or well-known Asheville references where appropriate and natural.
• •Show, Don't Just Tell, Your Values: Instead of just saying you support local, feature local artists, talk about community events, and share stories that demonstrate your commitment to Asheville.
• •Maintain a Conversational and Engaging Style: Write as if you're talking to a friend or a fellow Asheville enthusiast. Ask questions in social media posts to encourage interaction. Keep language clear, accessible, and positive.
• •Visual and Textual Harmony: Ensure that the tone of your copy aligns with your visual branding (photos, graphics). If your images are warm and inviting, your copy should be too. The "vintage national park" aesthetic mentioned in a testimonial could be a visual cue that copy can also lean into with descriptive, slightly nostalgic language.

Social Perception

Positive (based on available information), Seen as a Go-To for Asheville Souvenirs, Appreciated for Local Focus

Copy Examples

• •Facebook/Instagram Post (New T-shirt): Take a piece of the Blue Ridge Mountains home with you! ⛰️ Our newest Asheville-inspired tee is softer than a mountain morning mist and features a design by a brilliant local artist. Perfect for your next adventure or just a cozy day in. Shop now and wear your Asheville heart on your sleeve! #AshevilleLove #LocalArt #MountainLife #AshevilleMerch
• •Website Product Description (Scenic Poster): Capture the timeless beauty of Asheville. This stunning scenic poster brings the iconic [Landmark/View] into your space, echoing those vintage national park vibes we all love. Printed on high-quality paper, it’s more than a poster – it’s a window to your favorite mountain memories. A perfect gift for the Asheville admirer in your life (or a treat for yourself!).
• •Email Newsletter Subject Line: Hey Neighbor! Fresh Asheville Finds & Local Stories Inside...
• •Promotional Banner for Website: Asheville's Calling! Shop Our Locally Inspired Merch & Gifts. Free Shipping on Orders Over $50!
• •About Us Snippet (refreshed, incorporating heritage): Born from a love for these mountains and the vibrant souls who call them home, Asheville Merch Company (formerly MTN Merch) is your connection to the heart of Asheville. We partner with local artists to bring you unique, quality gear that celebrates the spirit of our city – from the peaks of the Blue Ridge to the buzz of downtown. It's more than merch, it's a piece of Asheville.