Brand Tone

Value-Oriented, Resilient & Enduring, Friendly & Approachable, Informative & Practical

Brand Values

• •Offering Value
• •Customer Convenience
• •Tradition & Heritage
• •Community & Industry Support
• •Perseverance

Best Practices

• •Always Emphasize Value: Clearly communicate the "tax-free" or "duty-free" savings benefit in most promotional materials. Use phrases like "Save Big," "Exclusive Deals," "Tax-Free Prices."
• •Maintain a Friendly and Welcoming Voice: Use approachable language. Address customers directly (e.g., "you," "your trip"). Even when discussing challenges (if appropriate for the channel), maintain a hopeful and customer-focused perspective.
• •Subtly Weave in Heritage and Resilience: Occasionally reference the "over 40 years" of service or being a "family business." This builds trust and highlights endurance without dwelling on hardship in every communication.
• •Keep it Clear and Concise: Travelers often have limited time. Ensure copy is easy to understand, with clear calls to action (e.g., "Stop by today," "Shop now," "See our deals").
• •Be Authentic to the Border Experience: Acknowledge the context of cross-border travel. Use language that resonates with travelers making that specific journey (e.g., "Before you cross," "Your U.S. trip starts here"). Ensure imagery and promotions align with the practicalities and desires of this customer base.

Social Perception

Struggling but Resilient Local Business, Convenient Pre-Travel Stop, Long-Standing Fixture, Indicator of Economic Health, Varied Online Reactions

Copy Examples

• •Headline (Website/Social Media Banner): Emerson Duty Free: Your First Stop for Savings Before You Cross! Stock Up & Save Big. Body: Travelling to the US? Make Emerson Duty Free your first stop! For over 40 years, we've been offering your favorite brands in liquor, fragrance, chocolates, and more – all tax-free. Great deals are always waiting!
• •Social Media Post (Product Promotion): Image: A popular whiskey brand. Weekend road trip calling? 📞 Don't forget the good stuff! Grab a bottle of [Brand Name] at Emerson Duty Free and save [X% vs. domestic]. Cheers to smart travel! #EmersonDutyFree #BorderSavings #TravelDeals
• •Instagram Caption (Lifestyle/Brand Story snippet): Image: Vintage photo of the store or a friendly staff member. Serving travelers since '82! We're proud of our roots and our commitment to bringing you the best duty-free deals. Thanks for making us a part of your journey. Stop by and say hi! 👋 #FamilyBusiness #DutyFreeDeals #EmersonMB #Since1982
• •Newsletter Subject Line: 📉 Prices You’ll Love! Your Emerson Duty Free Pre-Travel Checklist. Body Snippet: Heading south soon? Don’t miss out on incredible tax-free prices on everything from premium spirits to sweet treats. We’re here to make your trip a little sweeter (and lighter on the wallet!). See our latest flyers inside!
• •Short Ad Copy (Digital/Print): Crossing at Emerson? Maximize Your Savings! Emerson Duty Free: Quality. Value. Convenience. Liquor | Tobacco | Fragrances | Gifts. Proudly serving you for over 40 years, through thick and thin.