Brand Tone

Curated, Minimalist, and Personal.

Brand Values

• •Curation
• •Quality
• •Simplicity

Best Practices

• •Lead with the 'Why': Always circle back to the core values. Start with the uniqueness, quality, or the story behind the product, not just its features. The 'why' is the passion for curation.
• •Use Simple, Honest Language: Avoid corporate jargon and overly promotional "salesy" language. The tone is personal and approachable, like a recommendation from a friend with good taste.
• •Tell a Story: For vintage or handmade-style items, speculate on their story or the craftsmanship behind them. This adds value beyond the physical object and aligns with the curated nature of the shop.
• •Emphasize Scarcity and Uniqueness Naturally: Instead of "Limited Time Offer!", use phrases like "A one-of-a-kind find," "Small batch," or "A vintage piece, the only one we have." This fits the brand's curated identity.
• •Maintain a Consistent Voice Across All (Future) Platforms: If and when the brand expands to social media or email marketing, the personal, minimalist, and quality-focused tone established on the website must be meticulously maintained. This creates a cohesive and trustworthy brand identity.

Social Perception

Undefined and Neutral. Due to the absence of a discernible social media presence, customer reviews, or media mentions, the social perception of black dot shops is largely a blank slate. For the few customers who have found and purchased from the site, their perception is directly shaped by their personal experience with the products and service. For the general public, the brand is virtually unknown. This presents both a challenge and an opportunity: the challenge is to build awareness and trust from the ground up, and the opportunity is to proactively shape its reputation without having to overcome pre-existing negative perceptions.

Copy Examples

• •Discover the uncommon. Quality goods, curated for you. Welcome to black dot shops.
• •A piece of the past, ready for its future. This vintage latch hook rug brings with it a story of cozy evenings and handcrafted care. A one-of-a-kind find to make your space uniquely yours.
• •We're black dot shops. A small, Canadian-based curator of unique and quality goods. We believe in items with character, and we travel the world (virtually and physically) to bring them to your home.
• •New Curations Have Arrived | Find Your Next Favorite Thing
• •Simplicity is the ultimate sophistication. Our latest collection of paper-mache decor is a testament to the beauty of simple forms and materials. Hand-picked for their charm and quality. Link in bio to explore.