Brand Tone

Community-focused and Supportive, Enthusiastic and Positive, Informative and Guiding, Authentic and Neighborly, Visually Driven and Aspirational

Brand Values

• •Localism
• •Community Connection
• •Authenticity
• •Inspiration
• •Creative Communication
• •Positivity

Best Practices

• •Always Champion Local: Ensure that the focus is consistently on Columbia's businesses, people, and events. Use specific local references where possible.
• •Maintain a Positive and Enthusiastic Voice: Frame content optimistically. Highlight the good, the inspiring, and the enjoyable aspects of the community.
• •Be a Connector: Write copy that encourages interaction, sharing, and a sense of belonging. Use inclusive language ("we," "our community").
• •Stay Authentic and Story-Driven: Share genuine stories rather than just promotional content. Let the voices of local individuals and businesses come through.
• •Use High-Quality, Evocative Language: Match the visual appeal of the magazine with descriptive and engaging copy that paints a picture for the reader and inspires them to experience Columbia.

Social Perception

Valuable local resource, cheerleader for the Columbia community, trusted guide, positive, supportive, and aesthetically pleasing, focused on community building and local storytelling

Copy Examples

• •Instagram Post (featuring a local coffee shop): "Morning sips and sunny vibes at [@LocalCoffeeShopNameHere]! ☕✨ We love how they’re brewing up community, one perfect cup at a time. Tag a friend you want to share a coffee break with in the heart of Columbia! #FigColumbia #SupportLocalCola #ColumbiaSC"
• •Facebook Post (promoting a community event): "Get ready, Columbia! The [EventName] is just around the corner, and it’s a celebration you won’t want to miss. From local artisans to delicious eats and live music, it’s the perfect way to connect with your neighbors and experience the best of our city. Find all the details on our Fig Calendar! [Link] #FigEvents #ColumbiaCommunity #LocalLoveSC"
• •Magazine Snippet (intro to a local artist feature): "Meet [ArtistName], a Columbia creative whose vibrant vision is painting our town with joy. Discover the story behind the art and the passion that fuels a true local talent. At Fig, we believe in sharing the voices that make our community shine. ✨ #FigCreative #ColumbiaArts #MadeInSC"
• •Website Blog Post Title: "5 Hidden Gems in Columbia You Need to Explore This Weekend (As Told by Fig!)"
• •Email Newsletter Subject Line: "💌 Your Fig Weekly Dose of Columbia Sunshine: Events, Eats & Inspiration!"