Brand Tone

Friendly, Authentic, and Community-Oriented

Brand Values

• •Community
• •Quality & Comfort
• •Authenticity & Local Pride
• •Family & Connection
• •Style & Functionality
• •Giving Back

Best Practices

• •Always Prioritize "Community First" Language: Frame messaging around shared experiences, local pride, and togetherness. Use words like "we," "us," "our community," and directly address the audience as part of that collective.
• •Maintain an Authentic, Down-to-Earth Voice: Avoid overly corporate or jargon-filled language. Write as if you’re talking to a friend or neighbor. Share genuine stories and inspirations behind products.
• •Infuse Local Flavor and Nostalgia: Regularly incorporate references to Midwest culture, specific Wisconsin/Milwaukee landmarks, traditions, or colloquialisms where appropriate. This reinforces the brand’s roots and authenticity.
• •Highlight Quality and Comfort with Relatable Benefits: Instead of just stating "high quality," explain what that means for the customer (e.g., "so soft you'll want to live in it," "built to last through all your Midwest adventures").
• •Be Visually Consistent with Your Words: Ensure that the imagery and videos used alongside your copy reflect the same friendly, authentic, and community-focused vibe. The visual and written narratives should always align.

Social Perception

Customers perceive Giltee as a provider of high-quality, comfortable, and stylish apparel that celebrates local pride.

Copy Examples

• •Instagram Post (Image: Person wearing a Giltee 'Central Time' shirt, smiling in a local park): That feeling when the sun's out and you're reppin' your roots. Our 'Central Time' tee: made for breezy days, good company, and all the best parts of life right here in the heart of it all. What makes your little corner of the Midwest special? Share below! #Giltee #MidwestMade #CommunityLove #CentralTime
• •Facebook Ad (Targeting Milwaukee residents): Hey Milwaukee! Show off that 414 love with gear that’s as comfy as a Friday fish fry and as cool as a lakeside breeze. Giltee Apparel is born and bred right here, inspired by our amazing neighborhoods. Shop local, wear proudly. Link in bio to find your new favorite tee! #GilteeMKE #MilwaukeePride #ShopLocalWI
• •Product Description (for a new hyper-local neighborhood-themed hoodie): Meet the [Neighborhood Name] Hoodie – your new go-to for chilly mornings and cozy evenings. We designed this with all the love for [Neighborhood Name]'s unique vibe, from [mention a local landmark/trait] to its unbeatable spirit. Super soft, built to last, and a little piece of home you can wear anywhere. Because where you're from is part of who you are. #WearYourNeighborhood #GilteeCommunity
• •Email Newsletter Snippet (Announcing a new local artist collaboration): Around here, community is everything. That's why we're SO excited to introduce our latest collaboration with local artist, [Artist's Name]! They've brought their incredible vision of [describe the design theme] to life on our classic comfort tees. It’s more than just apparel; it’s a story, a piece of our shared culture, and a way to support the amazing talent right here in our backyard. Check out the collection and meet the artist! [Link]
• •Website "About Us" Page Excerpt: It all started in a basement, with a simple idea: to make great shirts that felt like home. For us, Giltee is more than just apparel – it’s a celebration of the Midwest life we know and love. It’s about that easygoing comfort, that pride in your hometown, and the connections we make along the way. We’re a family, inspired by our community, making clothes for yours. Thanks for being part of our story.