Brand Tone

Artistic, Friendly, Michigan-Proud, Quality-Conscious, Witty

Brand Values

• •Creativity & Individuality
• •Quality & Craftsmanship
• •Discovery & Joy
• •Local Pride (Michigan)
• •Sustainability
• •Authenticity

Best Practices

• •Develop a Brand Voice Guide: Document key tone attributes (e.g., Artistic, Friendly, Michigan-Proud, Quality-Conscious, Witty), preferred vocabulary (and words to avoid), and provide "this, not that" examples. This ensures anyone writing copy understands the desired voice.
• •Always Circle Back to Core Values: Before writing, briefly review the brand values (Creativity, Quality, Discovery, Michigan Pride, Sustainability). Ensure the copy subtly reflects one or more of these values, making the brand message authentic.
• •Speak to Your Target Audience: Understand who the "discerning tastes" are. The copy should resonate with individuals who appreciate uniqueness, artistry, and potentially, Michigan culture. Use language and references they connect with.
• •Maintain Consistency Across All Channels: The tone on the website (product descriptions, About Us) should match the tone on social media posts, email marketing, and any advertisements. This builds a cohesive and recognizable brand personality.
• •Incorporate Storytelling (especially the Michigan connection): The brand name itself has a story tied to Michigan. Weave this narrative and the inspiration behind products into descriptions and posts. Instead of just listing features, explain the "why" behind a design or product choice, connecting it to the brand's ethos of discovery and local appreciation.

Social Perception

Positive amongst direct customers, Uncertain/Mixed broader online reputation, Niche appeal

Copy Examples

• •Facebook/Instagram Ad (Michigan-themed apparel): Seek a pleasant peninsula? Look around you... and look no further for your new favorite Michigan tee! 🌲 Our [Product Name, e.g., 'Great Lakes Pride Hoodie'] is crafted with cozy, garment-dyed fabric and a design that screams 'Mitten State love.' Uniquely yours, thoughtfully made. Shop the collection! #Circumspice #MichiganMade #PureMichigan #UniqueGifts
• •Product Description (Home Decor - e.g., a unique mug): Start your Michigan mornings with a touch of artistry. Our 'Sunrise Over Superior' mug isn't just a coffee holder; it's a little piece of home, designed to inspire and delight. Featuring a vibrant, durable print and a comfy hold, it’s the perfect companion for your daily ritual or a thoughtful gift for the discerning Michigan enthusiast in your life. Quality you can feel, a design you'll love. ✨ #CircumspiceHome #MichiganGifts #ArtisticMug
• •Email Newsletter Snippet (New Arrivals): Hey [Customer Name], ready to discover something new? The latest arrivals at Circumspice are here, brimming with creativity and that unique charm you love. From handcrafted [New Product Category, e.g., 'ceramic coasters'] to fresh apparel designs that celebrate individuality, we've curated these pieces with care, just for you. Find your next 'good find' today! P.S. Many items are printed to order with sustainable, organic options available! 🌿
• •Instagram Story Post (Behind the Scenes/Brand Value): (Image/short video: a nicely folded t-shirt or a design sketch) Text overlay: 'From a spark of Michigan inspiration to a piece you'll treasure. ✨ At Circumspice, 'thoughtfully designed' isn't just a phrase – it's our promise. We believe in quality, creativity, and items that tell a story. What story will yours tell? #CircumspiceValues #QualityCraftsmanship #LookAroundYou'
• •Website Banner (General): Circumspice: Unique Gifts, Apparel & Home Decor. Inspired by the beauty around us, crafted for your individuality. Discover quality, artistry, and a touch of Michigan spirit in every piece. Free shipping on orders over $XX!