Brand Tone

Friendly and Welcoming, Approachable and Relatable, Enthusiastic and Positive, Community-Oriented, Relaxed and Casual

Brand Values

• •Customer Happiness & Positive Experience: Making people feel good is a stated goal, and exceptional customer service instances are noted.
• •Individuality and Confidence: Aiming to help women of all ages and backgrounds create a confident, individualistic style.
• •Support for Coastal Lifestyle & Community: Explicitly stated desire to support coastal industries, people, and lifestyle.
• •Quality and Uniqueness: Offering unique, quality items that stand out.
• •Authenticity: The brand story of being started by a mom during the pandemic and the genuine interactions highlighted in reviews suggest a value for authenticity.

Best Practices

• •Embrace Authentic Enthusiasm: Write as if you're genuinely excited to share your products and connect with customers. Use positive language, exclamation points where appropriate (but don't overdo it), and a friendly, approachable voice. Think chatting with a friend about a great find.
• •Tell Your Story (and Theirs): Weave in the why behind the brand – supporting coastal life, making women feel good. When showcasing products, hint at how they fit into the customer's life and aspirations (e.g., perfect for your next beach getaway, feel confident and stylish at brunch).
• •Keep it Personal and Relatable: Refer to the owner's mission. Use we and you to create a direct connection. Share customer stories or testimonials (with permission) to reinforce the community feel and positive experiences.
• •Highlight Local and Unique Aspects: Emphasize the shop local angle and what makes your items special or unique finds, connecting back to the coastal inspiration. Use location-specific hashtags or mentions where relevant.
• •Be Consistent Across All Channels: Ensure the friendly, enthusiastic, and coastal-inspired tone is present on your website (product descriptions, About Us), social media captions, email marketing, and even in-store signage and interactions. Train staff to embody this tone. Review content regularly to ensure it aligns.

Social Perception

Positive: The overwhelming majority of feedback points to a well-loved local business. Customers highlight the welcoming atmosphere, the helpfulness and friendliness of the staff (especially the owner/manager), and the appeal of the unique, quality merchandise at fair prices. It’s seen as a charming destination. Community Fixture: It’s recognized as a local boutique contributing to the shopping scene in St. Petersburg and Tarpon Springs. Trustworthy: The positive reviews and stories of good customer service build a sense of trust.

Copy Examples

• •Subject: ✨ Your Sunshine Style Called – And We Answered! ✨ Hey, gorgeous! Ready to soak up those coastal vibes? ☀️ Our new collection just dropped, filled with breezy dresses, sun-kissed accessories, and everything you need to make every day feel like a perfect beach day. Swing by Coastal Soul Boutique or catch these rays online – your soul will thank you! #CoastalSoul #BeachDriveStyle #NewArrivals
• •Product Post (e.g., a flowy sundress): Meet your new go-to for effortless charm! 🌊 This dreamy sundress is all about comfort, confidence, and those carefree coastal moments. Perfect for a stroll by the sea or brunch with your besties. Come find your perfect fit and let your style shine! We love helping you feel amazing! #CoastalLiving #BoutiqueFinds #OOTD #FeelGoodFashion
• •Instagram Story (showing a new jewelry collection): Sparkle like the sea! ✨ Our latest handcrafted jewelry pieces have arrived, each one with a touch of coastal magic. Perfect for adding that special something to your everyday look or gifting a piece of sunshine. Pop into our St. Pete or Tarpon Springs store and let us help you find your treasure! #CoastalJewelry #ShopLocalFL #UniqueGifts
• •Facebook Post (highlighting store experience): More than just a boutique, we're your happy place! 😊 Come on in to Coastal Soul – where Missy and the team are always ready with a smile, style advice, and the latest coastal-inspired goodies. We believe in the power of the perfect outfit to make you feel fantastic! What treasures will you discover today? #StPeteBoutique #TarponSprings #CommunityLove #FashionFun
• •Website Banner/Email Newsletter Header: Coastal Soul Boutique: Dressing you in confidence and sunshine. ✨ Explore unique styles that celebrate the heart of coastal living. Because feeling good is always in fashion!