Brand Tone

Humorous & Sarcastic, Passionate & Enthusiastic, Authentic & Down-to-Earth, Proud & Local, Friendly & Approachable

Brand Values

• •New England Pride
• •Customer Satisfaction
• •Uniqueness & Creativity
• •Community Focus ("Keeping it in the family")
• •Hard Work
• •Fun

Best Practices

• •Embrace Local Lingo (Authentically): Continue to naturally incorporate New England slang and colloquialisms where appropriate. Avoid forcing it if it doesn't fit the context. The "About Us" page mentions Charlie Chowdahead embodies New England with humor and sarcasm.
• •Stay Passionate About New England: Let the genuine love for the region—its sports, seasons, and quirks—shine through in all communications. The company mission highlights a love for the New England lifestyle, passion, history, and pride.
• •Inject Humor & Wit: Maintain the lighthearted, funny, and sometimes sarcastic voice that resonates with the audience. Product descriptions and social media are great avenues for this.
• •Be Community-Centric: Address the audience directly, foster engagement, and make them feel part of the "Chowdaheadz family." Highlight user-generated content and local stories.
• •Keep it Real & Relatable: Avoid overly corporate or generic language. The brand's strength lies in its down-to-earth, approachable persona that reflects the "distinct character of our people."

Social Perception

Loved by Locals & Ex-Pats, Go-To for Regional Gifts, Authentic Representative of New England Culture, Reliable & Trustworthy, Fun & Engaging

Copy Examples

• •Fresh out da laundromat! Our new 'Wicked Smaaht' tee is heah. Grab yours before it disappears fastah than a free parkin' spot in the Noath End. #Chowdaheadz #BostonPride #WickedSmaaht
• •Alright, Chowdaheadz! Settle this once an' for all: is it a 'frappe' or a 'milkshake'? Let the great New England debate begin in the comments! #NewEnglandDebate #LocalLingo #Chowdaheadz
• •Summah's ovah, but our wicked awesome hoodies are just gettin' started! Stay warm like a true New Englandah. Free shippin' on awdahs ovah $50!
• •Hey You! Yeah, You With the Flannel! New Arrivals Just Dropped 🍂
• •Light up yah livin' room with our 'Autumn in Vermont' candle. Smells like fresh apple cidah, crisp leaves, and absolutely no traffic on I-93 (we can dream, can't we?). Makes a great gift for yah favorite leaf peepah!