Brand Tone

Friendly, Community-Focused, and Helpful

Brand Values

• •Exceptional Customer Service
• •Community Commitment
• •Quality and Curation
• •Reliability and Trust

Best Practices

• •Always Lead with "Friendly and Helpful": Every piece of copy, from a social post to a product label, should feel like it's coming from a helpful friend. Use welcoming language like "Pop in," "Come say hi," and "We're here to help."
• •Embrace the Local Identity: Regularly mention "Sandbach," "Cheshire," or the local community. This reinforces the brand's position as a local business and builds a stronger connection with the primary customer base.
• •Use the "Burnell's Girls" Voice: Continue to leverage the personal "@burnellsgirls" persona on Instagram. Share behind-the-scenes moments, staff picks, and stories that showcase the people behind the brand. This humanizes the shop and builds trust.
• •Highlight Curation and Quality: When introducing new products, explain *why* they were chosen. Use phrases like "We fell in love with this new collection because..." or "A handpicked gift, perfect for..." This emphasizes the care that goes into selecting inventory.
• •Turn Reviews into Stories: Use the glowing customer feedback as a foundation for your messaging. For example, a post could start with, "We were so happy to help a customer find the perfect 101st birthday balloon last week! It reminded us why we love what we do..." This validates customer experiences and reinforces brand values authentically.

Social Perception

Burnell's Gifts & Cards is perceived by the public as a beloved and essential local treasure. Customers see it as more than just a retail store; it is a reliable, friendly, and integral part of the local community. The brand is highly respected for its excellent customer service and its curated selection of gifts that cater to all occasions. This positive perception has been solidified by the staff's dedication and adaptability, which has built a loyal customer base.

Copy Examples

• •Look who just bounced into our Sandbach shop! 👋 Say hello to the newest, cuddliest member of the Jellycat family. Perfect for little hands and big hearts. Pop in and meet them – we promise it’s hard to leave without a new friend! #Jellycat #BurnellsGifts #Sandbach #ShopLocalCheshire #NewArrival
• •Getting into the spirit for the Sandbach Transport Festival! 🚂 Whether you're a lifelong resident or just visiting for the fun, we've got the perfect card or gift to make the weekend extra special. So glad to be part of this wonderful community. Come say hi at 2 Congleton Road! #Sandbach #CommunityLove #BurnellsSandbach #LocalEvents
• •Start your morning with a smile and a cuppa from this charming Wrendale Designs mug. Featuring a beautifully illustrated, characterful pup, it’s the perfect little treat for yourself or a thoughtful gift for the dog lover in your life. Made from fine bone china, it feels as good as it looks. Pop into our Sandbach store to see the full collection!
• •From classic Thorntons chocolates to unique gifts he’ll treasure, we’re here to help you celebrate Dad. Let the Burnell's girls help you find something special for the #1 man in your life.
• •The perfect words are in here somewhere. And if you need a little help finding them, just ask one of us! We love playing matchmaker for cards and occasions.