Brand Tone

warm, heartfelt, caring, and celebratory. It also incorporates elements of being friendly, inspiring, traditional yet modernizing, and inclusive. On platforms like TikTok, a more playful and innovative tone is adopted

Brand Values

• •Connecting People: Helping people express their emotions and strengthen relationships is a core value.
• •Caring & Empathy: Showing genuine interest and understanding in customers' lives and needs.
• •Quality & Craftsmanship: A commitment to providing high-quality products.
• •Celebration of Moments: Focusing on marking all of life's special occasions, big and small.
• •Inclusivity & Diversity: Offering a diverse range of products to meet varied caring needs and working towards being more inclusive.
• •Tradition & Heritage: Leveraging over 100 years of history in the greeting card industry.
• •Innovation: Adapting to changing consumer needs, such as introducing video greeting cards and focusing on digital expansion.
• •Optimism: Maintaining a positive outlook and inspiring joy.

Best Practices

• •Focus on Emotion: Always aim to connect with the audience on an emotional level. Use words that evoke warmth, care, joy, and understanding.
• •Emphasize Connection: Highlight how Hallmark products help people build and maintain relationships. Frame messaging around sharing, expressing, and connecting.
• •Be Inclusive in Language: Use welcoming and inclusive language that resonates with a diverse audience. Reflect the variety of occasions and relationships people celebrate.
• •Maintain a Positive and Uplifting Voice: Even when acknowledging more sensitive occasions, strive for a supportive and hopeful tone. Celebrate life's moments, both big and small.
• •Blend Tradition with Modernity: Acknowledge Hallmark's rich heritage while also showcasing innovation and contemporary relevance, especially in digital communications. Use a conversational and approachable style.

Social Perception

long-standing, trusted, and traditional brand synonymous with greeting cards for all occasions. It's seen as a go-to for expressing sentiments and celebrating milestones. Customers generally appreciate the quality of products and customer service. The brand evokes feelings of warmth, care, and connection.

Copy Examples

• •From the biggest 'I do' to the quiet 'just because', we're here to help you share what's in your heart. Find the perfect words (and card!) for every moment. #HallmarkMoments #CaringShared
• •New arrivals to help you connect! ✨ Explore our latest collection, thoughtfully designed to bring smiles, warmth, and a little bit of Hallmark magic to those you cherish. Because every connection matters.
• •Sometimes the smallest gestures make the biggest impact. Let them know they're on your mind with a card that says it all. Who are you sending a little sunshine to today? ☀️ #HallmarkCares #ThinkingOfYou
• •Wrap up your love! Our beautiful gift wrap and bags add that extra special touch to your thoughtful presents. Making moments memorable, inside and out. #HallmarkGifting #CelebrationDetails
• •What's a moment you've celebrated recently, big or small? We believe every joy deserves to be acknowledged. Share your happy news below! 👇 #CelebrateEveryDay #HallmarkConnections