Brand Tone

friendly, community-oriented, supportive, and appreciative of craftsmanship

Brand Values

• •Supporting Local Economy & Small Businesses
• •Community Engagement
• •Empowering Artisans (especially women-owned businesses)
• •Uniqueness and Quality
• •Purposeful Shopping

Best Practices

• •Emphasize "Local": Continuously highlight the local aspect – local artisans, local community, Annapolis-made.
• •Use Warm and Inviting Language: Words like "discover," "celebrate," "community," "unique," "handcrafted," "passion," and "support" align with their friendly and supportive tone.
• •Spotlight the Artisans: Regularly feature stories or a few words about the creators behind the products. This reinforces the value of craftsmanship and human connection.
• •Promote a Sense of Discovery: Encourage customers to explore and find something special and unexpected.
• •Maintain an Enthusiastic and Positive Voice: Reflect the passion for the products and the mission of supporting local talent in all communications.

Social Perception

valued community asset that provides a unique shopping experience and a crucial platform for local artists and small businesses

Copy Examples

• •Headline (General): "Discover Annapolis' Finest. Shop Local, Support Artisans."
• •Social Media Post (Event): "Join us this weekend for Market Days at The Gallery! ✨ Explore unique treasures from over 30 local makers, enjoy live music, and soak in the creative vibes. Your perfect handcrafted find awaits! #LocalByDesignAnnapolis #ShopLocal #AnnapolisEvents"
• •Product Description Snippet (e.g., for a piece of jewelry): "Handcrafted with passion by a local Annapolis artisan, this [Type of Jewelry] isn't just an accessory, it's a piece of our community. Wear a story."
• •Website 'About Us' Excerpt: "At Local by Design, we're more than just a store; we're a celebration of Annapolis talent. We believe in the power of local, the beauty of handmade, and the spirit of our community's creators."
• •Call to Action (Email Newsletter): "Be the first to know! Sign up for our newsletter and get exclusive access to new artisan arrivals, upcoming workshops, and special events that celebrate the heart of Annapolis."