Brand Tone

Friendly and Welcoming, Community-Focused, Passionate and Appreciative, Authentic and Down-to-Earth, Slightly Upscale/Artisanal but Accessible

Brand Values

• •Supporting Local & Small Businesses
• •Quality and Craftsmanship
• •Community Connection
• •Inspiration and Joy
• •Thoughtful Curation

Best Practices

• •Always Emphasize "Local" and "Community": Weave in mentions of Gorham, Maine, local artisans, and community spirit whenever natural. This reinforces your unique selling proposition.
• •Use Warm, Approachable Language: Opt for words like "friends," "neighbors," "we love," "discover," "joy." Avoid overly formal or corporate jargon. Keep sentences clear and inviting.
• •Tell the Story Behind Products/Makers: Briefly highlight the "who" and "why" behind items, especially those locally sourced or handcrafted. This adds value and aligns with the "thoughtfully curated" image.
• •Maintain Visual Consistency: Ensure that the tone of the copy is matched by the style of photography and graphics used on social media and the website – warm, authentic, and high-quality.
• •Engage Genuinely: When responding to comments or messages, maintain the same friendly, helpful, and appreciative tone. Personal touches go a long way in reflecting brand values.

Social Perception

A charming, local gem that offers unique and high-quality items not easily found elsewhere. Customers probably see it as a place to find thoughtful gifts, special pantry items, and home goods that tell a story. The emphasis on "local" likely resonates well with community-minded shoppers.

Copy Examples

• •Sunshine in a jar! ☀️ Our new batch of locally-made [Product Name] has just landed, and it's crafted with love by our friends at [Local Artisan Name]. Brighten your pantry (and your day!). Come grab yours – they won’t last long! #FigKitchenFinds #ShopLocalGorham #MaineMade
• •Warm cups & friendly faces – that's what our [Event Name] is all about! Join us this Saturday at Fig Kitchen & Market for [details of event]. We love bringing our Gorham community together. See you there! #FigCommunity #GorhamEvents #SupportSmall
• •More than just a market, Fig is a celebration of home, hearth, and the talented hands that create beautiful things. Discover thoughtfully sourced pantry staples, unique home treasures, and the perfect gift, all chosen with care for our Gorham neighbors and friends.
• •Fresh from Local Makers ✨ + A Little Something for Your Kitchen!
• •Meet the Maker! This beautiful [Product Type] is handcrafted by [Artisan Name], right here in Maine. We’re proud to share their passion with you. #LoveLocal