Brand Tone

Aspirational yet Accessible, Warm and Friendly, Conscious and Mindful, Curated and Stylish, Community-Oriented/Local

Brand Values

• •Quality
• •Sustainability
• •Ethical Practices
• •Supporting Canadian Brands
• •Customer Satisfaction
• •Timeless Style
• •Community

Best Practices

• •Embrace "Warm & Conscious" Language: Use words that evoke feelings of comfort, quality, mindfulness, and nature (e.g., "thoughtfully curated," "ethically crafted," "sustainable," "cozy," "natural," "timeless"). Avoid overly technical or aggressive sales language.
• •Highlight Values Subtly: Weave in mentions of sustainability, ethical sourcing, Canadian-made, and quality naturally within product descriptions and storytelling rather than making them sound like forced claims. Let the product and its story reflect these values.
• •Maintain a Friendly, Community-Focused Voice: Especially on social media, engage with comments, ask questions, and share local Muskoka-related content when appropriate. Make customers feel like they are part of a welcoming community.
• •Visual and Textual Harmony: Ensure the copy complements the visual aesthetic. If the images are bright, natural, and lifestyle-oriented, the text should mirror this with a light, positive, and inspiring tone.
• •Develop a Brand Style Guide: Create a simple internal guide that outlines key brand voice characteristics, preferred terminology (and terms to avoid), and examples of on-brand copy. This helps ensure consistency across all writers and platforms.

Social Perception

High-Quality and Unique Products, Ethical and Trustworthy, Stylish and Aspirational, Local Gem

Copy Examples

• •Slow down and wrap yourself in conscious comfort. Our latest collection of ethically crafted knitwear has arrived, featuring timeless designs from Canadian artisans. Perfect for those crisp Muskoka mornings or cozy evenings by the lake. Discover pieces you’ll cherish for seasons to come. ✨ #ShopCou #MuskokaStyle #SustainableFashion #MadeInCanada #ComfortYou
• •Transform your home into a sanctuary with our curated selection of home decor. From handcrafted ceramics to sustainably sourced textiles, each piece is chosen to bring warmth, beauty, and a touch of Muskoka charm to your space. Find something special that tells your story. Visit us in Bracebridge or online at shopcou.com. #CouHome #MuskokaLiving #ShopLocalMuskoka #EthicallySourcedDecor #LifeWellLived
• •Nourish your well-being with our thoughtfully selected apothecary goods. Indulge in natural, soothing scents and gentle formulations that are kind to your skin and the planet. Because self-care should feel good, inside and out. Explore our collection of bath, body, and home fragrances this week. 🌿 #CouApothecary #MindfulLiving #NaturalWellness #SustainableSelfcare
• •Adorn yourself with understated elegance. This [Type of Jewellery, e.g., delicate silver necklace] is handcrafted by a talented Canadian designer, reflecting a commitment to quality and timeless style. A simple yet sophisticated piece, perfect for everyday wear or adding a subtle sparkle to any occasion. Ethically sourced and made to last. #ShopCouJewellery #CanadianDesigner #TimelessElegance #EthicalLuxury
• •Experience the Cou difference. Whether you visit our cozy boutique in the heart of Bracebridge or explore our curated collections online, you’ll find unique, mindfully chosen goods for a life well lived. We’re passionate about sustainable style and supporting talented artisans. Come say hello or browse shopcou.com from wherever you are! #CouMuskoka #BracebridgeShopping #CuratedGoods #ShopSmallSupportLocal #ConsciousConsumer