Brand Tone

Coastal & Relaxed, Whimsical & Playful, Authentic & Handmade, Friendly & Approachable, Passionate

Brand Values

• •Coastal Inspiration
• •Handmade Quality & Craftsmanship
• •Local Pride
• •Uniqueness & Individuality
• •Customer Joy
• •Authenticity

Best Practices

• •Embrace Coastal Language: Consistently use words and phrases associated with the beach, ocean, and coastal lifestyle (e.g., "salty," "sandy," "waves," "driftwood," "sea breeze," "shoreline," "mermaid," "coastal calm").
• •Maintain a Friendly & Whimsical Voice: Keep the tone light, approachable, and a little playful. The "local mermaid" persona is a unique asset; lean into it where appropriate without overdoing it.
• •Highlight "Handmade" and "Local": Regularly remind customers of the care, craftsmanship, and local Jersey Shore origin of the products. This builds authenticity and trust.
• •Focus on Benefits & Feelings: Don't just describe products; explain how they make the customer feel or the coastal ambiance they create (e.g., "bring a piece of the coast to your home," "evoke serene beach days").
• •Be Consistent Across All Channels: Ensure the tone used on the website, in product descriptions, social media captions, email marketing, and even customer service interactions is harmonious and reflects the established brand personality. Create a simple brand voice guide if helpful for anyone creating content.

Social Perception

A charming small business, A source of unique, themed gifts and decor, High-quality and lovingly made, Evocative of the beach and coastal living, Friendly and customer-focused

Copy Examples

• •Driftwood dreams and salty air kisses! ✨ Our NEW handmade 'Ocean Whisper' wind chimes have arrived to bring the serene sounds of the shore right to your porch. Crafted by local mermaids (wink!) with love and a sprinkle of sea magic. Tap to shop and let the coastal calm wash over you! #BackBayDesigns #CoastalHome #HandmadeMagic #JerseyShoreLiving #OceanInspired
• •Sun-kissed treasures await! ☀️ Dive into the Back Bay Designs Summer Collection – from breezy beach totes to shimmering mermaid-scale jewelry. Each piece is lovingly handmade to make your sunny days even brighter. Find your little piece of the coast! Shop now: [Link] #SummerVibes #CoastalStyle #HandmadeWithLove #SupportSmall #BeachLife
• •Capture the essence of a sunset stroll along the Jersey Shore with our 'Golden Hour Glow' soy candle. Hand-poured with notes of sea salt, warm amber, and a hint of driftwood, this little jar of magic will fill your space with coastal tranquility. Perfect for unwinding after a long day or dreaming of your next beach escape. Light it up and let the mermaid vibes flow!
• •Just for you, Mermaid! 🧜‍♀️ Fresh Coastal Finds + A Little Sunshine Inside...
• •Just a local mermaid crafting some coastal magic today! ✨ Watch how our popular 'Sea Glass Charms' come to life. Each one is unique, just like you! What should we make next? 🤔 #HandmadeProcess #CoastalCrafts #SmallBizLife #MermaidMaker #BackBayDesignsNJ