Brand Tone

Warm, Authentic, and Community-Focused

Brand Values

• •Family
• •Community
• •Supporting Small Businesses
• •Intentional Living

Best Practices

• •Lead with "Why": Always tie products back to the core values of family, community, and intentional living. Instead of just describing an item, explain why it was chosen for the store.
• •Use "We" and "Our": Consistently use personal and collective pronouns to reinforce the family-owned, personal nature of the brand. This builds a direct, warm relationship with the audience.
• •Embrace Local Language: Continue to use terms like "Burqueños" and "New Mexico Inspired" to strengthen the local connection and resonate with the target community.
• •Highlight Other Makers: When featuring products, always tag and mention the artisans and small businesses behind them. This reinforces the value of community and mutual support.
• •Maintain a Warm and Simple Tone: Avoid overly corporate or complex language. The writing should feel like a genuine conversation with a friend clear, welcoming, and authentic.

Social Perception

A Well-Regarded Local Gem

Copy Examples

• •Slow down your Sunday with our new hand-poured candles. Crafted by a fellow small business we love, each scent is designed to bring a little piece of New Mexico calm into your home. ✨ #GoodCompanyNM #SlowLiving #ShopLocalNM
• •From our family to yours. Good Company NM is a mother-daughter owned modern general store in the heart of Las Cruces. We believe in filling your home with intentionally-made goods that tell a story. Come say hi and find something special. #NewMexicoTrue #FamilyBusiness #ModernGeneralStore
• •Goods for You and Yours. Thoughtfully curated home goods, apparel, and gifts from our corner of New Mexico.
• •That feeling when a new batch of handcrafted goods arrives! ✨ Supporting small is what we're all about.
• •A little something from our family...