Brand Tone

approachable, empowering, and Southern-charming

Brand Values

• •Empowerment
• •Community
• •Quality and Craftsmanship
• •Personal Connection
• •Customer-Centricity

Best Practices

• •Continue to leverage the personal story of the aunt-niece duo to build trust and relatability.
• •Employ conversational and friendly language, including authentic Southern charm where appropriate.
• •Center copy around how products make the customer feel: confident, beautiful, loved, and comfortable.
• •Actively respond to comments and messages on social media with a friendly and personal tone, highlighting local events and partnerships.
• •Use empowering and positive language, focusing on how products empower the wearer in their daily life.

Social Perception

The brand is perceived as a welcoming, stylish, and cherished local business rooted in its community, contributing positively and inspiring positive user-generated content due to customer satisfaction.

Copy Examples

• •Honey, it's time to treat yourself! ✨ This new floral maxi just floated into the shop, and it's calling your name. Perfect for a Sunday brunch or a walk through the farmer's market. Come on in and let us help you find a little something to make you feel as beautiful as you are!
• •Sweet summertime savings are here! ☀️ Get ready for sunny days and warm nights with 25% off all our summer dresses and sandals. You deserve to feel confident and cool, and we've got just the thing. Shop online or stop by the store!
• •More Than Just a Store. We're your neighbors, your friends, and your biggest cheerleaders. Our mission is to help you find pieces that make you feel loved, confident, and beautiful. Welcome to Eleven Point Merchants.
• •A little happy for your inbox!
• •Add a little sparkle to your day with our 'Delta Dawn' necklace. Hand-selected for its simple charm and timeless beauty, it's the perfect finishing touch to any outfit. A little reminder that you, too, are a gem.