Brand Tone

Friendly and Approachable, Knowledgeable and Passionate, Community-Oriented, Customer-Focused

Brand Values

• •Passion for the Hobby
• •Quality and Health
• •Customer Support and Education
• •Accessibility
• •Community Building

Best Practices

• •Speak from Passion, Share Knowledge: Always let your genuine enthusiasm for the marine hobby shine through. Frame advice and product descriptions with an educational and supportive approach, not just a sales pitch.
• •Use Welcoming and Inclusive Language: Address customers directly and make them feel part of a community (e.g., "your partners in passion," "your local reef haven"). Avoid overly technical jargon without explanation, especially when targeting beginners.
• •Highlight Your Experts (and Owners): Referencing Maggie and Logan by name in copy can reinforce the personal, owner-operated feel that customers appreciate. Showcase staff expertise and willingness to help.
• •Emphasize Quality and Health: Consistently reassure customers about the health and vibrancy of your livestock. Use descriptive, evocative language to describe corals and fish.
• •Maintain a Friendly, Conversational Style: Write as if you're talking to a fellow hobbyist. Keep sentences relatively clear and engaging. Encourage interaction by asking questions in social media posts.

Social Perception

Highly Trusted, Source of Quality Livestock, Excellent Customer Service, A Welcoming Environment, Valued Local Resource

Copy Examples

• •Dive into a vibrant underwater world right here in Missouri! At Corals and More, we're more than just a store – we're your partners in passion. Whether you're dreaming of your first fish or adding to a thriving reef, our knowledgeable team and stunning, healthy corals are here to bring your slice of the ocean home. Come explore!
• •🌊 Fresh Alert! 🐠 Just in: a breathtaking new selection of [Coral Type, e.g., Zoanthids] and [Fish Type, e.g., Clownfish], all vibrant, healthy, and ready to wow! Logan and Maggie handpicked these beauties because, like you, we're obsessed with quality. Swing by Corals and More – your local reef haven – and let our expert team help you find your next underwater treasure!
• •It started with a love for the ocean, right here in Missouri. Maggie & Logan, lifelong hobbyists, created Corals and More to share that passion. We believe everyone deserves a stunning aquarium, and our friendly, expert team is dedicated to helping you build yours, piece by beautiful piece. Got questions? We've got answers (and probably a story or two about our own tanks!).
• •Want the beauty of a thriving aquarium without the guesswork? The Corals and More team offers expert maintenance and installation! We're passionate about keeping your slice of the ocean healthy and vibrant. Let us handle the details, so you can simply enjoy the view. Call us for a friendly chat about your aquatic dreams!
• •Reef Tip Tuesday! ✨ Did you know proper acclimation is key to happy corals? At Corals and More, we don't just sell stunning corals; we empower you to care for them. Our team is always here to share pro tips, from water parameters to lighting. Stop by and let's talk reefs – your success is our passion!