Brand Tone

casual, local, and community-focused

Brand Values

• •Community and Local Pride
• •Authenticity
• •Quality and Style
• •Customer Connection

Best Practices

• •Always Lead with Local: Center the brand's narrative around Santa Barbara. Use local slang, reference landmarks, and engage with community events in your copy. This reinforces the core value of local pride.
• •Keep it Visual and Direct: On platforms like Instagram and TikTok, let the product and visuals do most of the talking. Keep captions concise, using popular and relevant hashtags to increase visibility within the community.
• •Embrace a Casual Voice: Write like you're talking to a friend. Use a conversational tone, appropriate emojis, and straightforward language. Avoid corporate jargon to maintain authenticity.
• •Highlight Quality Through Details: When describing products, focus on specific features that denote qualitylike 'A-frame fit,' 'detailed embroidery,' or the materials used. This elevates the brand beyond just local merchandise.
• •Foster Community in Every Post: Encourage user-generated content by asking followers to share photos wearing their caps. Feature customers on your social media pages to build a stronger sense of community and turn customers into advocates.

Social Perception

Positive, especially within its target geographic area. Viewed as a go-to brand for stylish, locally-themed headwear. Perceived as being 'for the locals, by the locals.'

Copy Examples

• •Rep your city from the shoreline to the streets. The new Shoreline Gray snapback just dropped. Inspired by SB's coastal mornings. Tap the link in bio to get yours. #capssb #santabarbara #805 #localpride #newdrop
• •Bold. Clean. Unmistakably Santa Barbara. The Big Block SB Snapback is for those who represent the 805 with confidence. Featuring a structured A-frame fit and detailed embroidery, this is more than a hatit's a statement. Built to last from one local to another.
• •Home of the SB caps! Our new Santa Azul snapback is available now for $34.99. Don't sleep on this one. #capssb #santabarbara #goleta #supportlocal #hats
• •From Isla Vista to the Funk Zone, we've got Santa Barbara covered. Caps Sporting Hats offers unique, high-quality snapbacks designed right here in the 805. Shop our latest collection and wear your pride.
• •🔥 Fresh Gear for the 805 | New SB Caps Inside!