Brand Tone

Welcoming, Stylish, and Attainable

Brand Values

• •Customer Experience
• •Quality and Attainability
• •Style and Curation
• •Community
• •Empowerment
• •Personal Connection

Best Practices

• •Develop a Brand Voice Guide: Document key tone words (e.g., welcoming, attainable, chic, empowering, friendly), preferred vocabulary (and words to avoid), and provide examples of on-brand and off-brand copy. Share this with anyone creating content.
• •Know Your Audience: Understand who you're talking to. The copy should resonate with women seeking stylish, attainable, and comfortable apparel, who appreciate a personal touch and community feel.
• •Tell Your Story Consistently: Weave in the narrative of the founders, the inspiration from "Charlie" and "Coco," and the commitment to the local community to reinforce authenticity and personal connection.
• •Be Authentic and Approachable: Avoid overly formal or technical jargon. Use language that feels like a friendly conversation with a stylish and trusted friend. Match the "casual-cool style" the shop is inspired by.
• •Review and Refine Regularly: Periodically review all customer-facing copy (website, social media, emails, in-store signage) to ensure it aligns with the established brand voice and values. Get feedback from the team to maintain consistency.

Social Perception

Positive Local Reputation, Stylish and Trendy, Customer-Focused, Limited Online Sales Presence

Copy Examples

• •Instagram Post Caption (New Arrivals): "Coastal breezes and sun-kissed days are calling! ☀️ Our new collection just landed, filled with effortlessly chic pieces that feel as good as they look. Think soft textures, breezy silhouettes, and that perfect touch of boho charm. Come find your new favorite everyday treasure! #CharlestonAndCoco #NewburyportMA #BohoChic #CoastalStyle #ShopLocal"
• •Website Homepage Snippet (Near "Online Store Coming Soon"): "Your little slice of Newburyport charm is getting ready to come to you! Soon, you'll be able to bring the Charleston and Coco feeling of effortless style right to your doorstep. Until then, we'd love to welcome you to our boutique on State Street for a personal styling experience. #StyledByCandC #ElevatedEveryday"
• •Email Newsletter Subject Line: "Hello Sunshine! Your Dose of Coastal Cool Awaits ✨" Body Snippet: "At Charleston and Coco, we believe style should be joyful and make you feel amazing. Discover pieces that blend timeless comfort with a touch of modern boho – all curated with love by Rachel and Jeanne. Come say hi and let us help you find something that makes you shine! [Link to Store Info/Digital Gift Card]"
• •In-Store Event Promotion (e.g., Sip & Shop): "Join us for an evening of style and sips! ✨ Explore our latest arrivals, enjoy a glass of bubbly, and let us help you find the perfect pieces to refresh your wardrobe. Because feeling confident and beautiful should always be a celebration! RSVP or drop by – we can't wait to see you! #SipAndShop #NewburyportEvents #CommunityLove #CharlestonAndCocoVibes"
• •About Us Snippet (for social media bio): "Your Newburyport haven for elevated everyday style with a coastal-boho heart. We're Rachel & Jeanne, here to help you find apparel that makes you feel welcome, comfortable, and beautifully confident. ✨ #ShopSmall #WomenOwned #NewburyportFashion"