Brand Tone

Playful & Whimsical, Friendly & Inviting, Enthusiastic & Energetic, Heartfelt & Emotional

Brand Values

• •Experience & Interaction
• •Personalization & Creativity
• •Fun & Joy
• •Connection & Friendship
• •Giving Back

Best Practices

• •Embrace "Bearisms" and Playful Language: Incorporate fun, whimsical language, and even create brand-specific terms (like their use of "Bear Bills," "World Bearquarters," "Chief Executive Bear"). Use words that evoke joy, imagination, and warmth (e.g., "furry," "cuddly," "magical," "adventure," "heartfelt," "paw-some").
• •Focus on the Experience, Not Just the Product: Highlight the interactive and emotional journey of creating a bear. Emphasize the memory-making aspect and the bond formed with the personalized creation.
• •Speak Directly to Both Children and Adults (Parents/Gift-Givers): While the primary experience is for children, the messaging should also resonate with adults by highlighting the joy it brings to their children, the quality of the experience, and the sentimental value.
• •Maintain Visual and Verbal Consistency: Ensure that the playful and friendly tone is reflected not only in words but also in the accompanying visuals across all platforms. Bright, happy imagery is key.
• •Encourage Storytelling and User-Generated Content: Invite customers to share their own Build-A-Bear stories and experiences, reinforcing the brand's values of connection and personal narratives. Feature this content where appropriate to build community and authenticity.

Social Perception

Positive & Beloved, Memorable & Nostalgic, Experiential Retailer, Community-Oriented, Occasional Overwhelm

Copy Examples

• •More than just a teddy, it's a furry friend with a story you create! Dive into the fun at Build-A-Bear Workshop and bring your own unique companion to life. What adventures will you imagine together?
• •Ho, ho, ho! Our new Festive Friends Collection has arrived straight from the North Pole! Come in and create a magical Christmas buddy, filled with wishes and holiday cheer. The cuddliest gifts are the ones you make with love!
• •The best birthday parties are filled with fluff, fun, and forever friends! Celebrate your special day at Build-A-Bear Workshop, where every guest makes and takes home their own unique creation. Book your unforgettable party today!
• •This [Occasion], give a gift straight from the heart! Personalize a cuddly companion at Build-A-Bear Workshop for your special someone. It's more than a gift, it's a hug they can keep!
• •Can't make it to a Workshop? The fun is just a click away! Design your dream furry friend online, add a special sound, and have a bundle of joy delivered to your door. Start your virtual adventure now!