Brand Tone

Aspirational yet Accessible, Stylish & Curated, Friendly & Personal, Passionate & Knowledgeable

Brand Values

• •Quality & Style
• •Customer Service
• •Heritage & Modernity
• •Passion for Fashion
• •Community Connection

Best Practices

• •Develop a "Brand Voice" Guide: Create a simple internal document outlining key tone words (e.g., "Friendly," "Stylish," "Inspiring," "Authentic," "Welcoming"), "words we use," and "words we avoid." Include examples of good and bad copy.
• •Tell Your Story (Subtly and Overtly): Weave elements of the brand's heritage (long-standing, family-influenced, Skagen roots) and passion into product descriptions, 'About Us' pages, and social media content. This reinforces authenticity and connection.
• •Focus on "You" (The Customer): While highlighting the quality of brands and products, frame the copy around the customer's experience, desires, and how the products will enhance their life or style (e.g., "Your new favourite," "Style that feels like you"). The name "Dig & Mig" (You & Me) itself supports this.
• •Maintain Visual and Textual Harmony: Ensure the copy's tone matches the visual aesthetic. If the images are clean, stylish, and aspirational, the copy should echo this – avoid overly casual slang if the visuals are highly polished, but maintain warmth.
• •Engage Authentically: On social media, respond to comments and messages in the established brand voice – friendly, helpful, and personal. Even if primarily in Danish, the underlying approach should be consistent. Encourage user-generated content by creating a welcoming and appreciative environment.

Social Perception

Trusted Local Retailer with Wider Appeal, Source of Fashionable Finds, Personal and Approachable, Associated with Skagen's Charm

Copy Examples

• •Instagram Post (New Arrival - Dress): "Hello, sunshine! ☀️ Twirl into the new season with this dream of a dress. Perfect for Skagen strolls or city nights. Effortless style, just for you. Tap to discover your new favourite. #DigOgMigSkagen #NewCollection #DanishDesign #SummerStyle"
• •Facebook Ad (Men's Collection): "Redefine your everyday. Our latest menswear arrivals blend timeless comfort with a modern edge. From sharp shirts to relaxed knits, find pieces that speak to your style. Visit us in Skagen or explore online – exceptional service always included. #YouAndMeSkagen #MensFashion #ScandinavianStyle #QualityCraftsmanship"
• •Website Banner (General): "Curated for You, Since 1972. Discover handpicked fashion and lifestyle treasures at Dig & Mig Skagen. Your journey to effortless Scandi style starts here."
• •Email Newsletter Subject (Sale): "A Little Style Treat from Us to You ✨ | The Dig & Mig Skagen Sale is On!" Email Body Snippet: "Hi [Customer Name], We believe great style should feel personal. That's why we've hand-selected some beautiful pieces for our seasonal sale – think timeless essentials and those unique finds you've been dreaming of. Find something special, from our Skagen home to yours."
• •Product Description (Home Decor Item): "Bring a touch of Skagen serenity home. This [Product Name] isn't just an object; it's a feeling – of cozy evenings, mindful moments, and the simple beauty of Scandinavian living. Crafted with care and chosen with love by Dig & Mig."