Brand Tone

Warm and Caring, Celebratory and Joyful, Nostalgic and Traditional (especially with Keepsake Ornaments), Helpful and Approachable, Slightly Playful/Modern (emerging)

Brand Values

• •Connection
• •Caring & Empathy
• •Celebration of Moments
• •Quality and Craftsmanship
• •Tradition
• •Sustainability/Responsibility
• •Heartfelt
• •Optimistic
• •Outspoken
• •Together

Best Practices

• •Emphasize Emotional Connection: Consistently use language that speaks to feelings, relationships, and the importance of showing you care. Focus on the 'why' behind the card or gift – the emotion it conveys.
• •Be Occasion-Appropriate but Authentic: While the tone will naturally vary slightly for a sympathy card versus a birthday card, the underlying warmth and sincerity should remain. Avoid overly generic sentiments; strive for authenticity.
• •Incorporate Storytelling (especially for Keepsakes/Traditions): Share stories (or encourage customers to share theirs) about how Hallmark products have been part of significant life moments. This reinforces the nostalgic and traditional values.
• •Maintain a Helpful and Positive Voice in Interactions: In all communications, especially customer service and social media replies, ensure the tone is supportive, friendly, and solution-oriented, reflecting the brand's caring nature.
• •Infuse Joy and Celebration: Even in everyday posts, try to inject a sense of positivity and the joy of connection. Use uplifting language and visuals that align with celebrating life's moments.

Social Perception

Trusted and Established, Associated with Special Occasions, Good Quality (for specific items), Traditional but Evolving, Areas for Improvement

Copy Examples

• •(For a new baby card): 'Tiny hands, tiny feet, and a love so big it fills the heart. Welcome to the world, little one. Celebrating this precious new beginning with you. #HallmarkMoments #NewBabyJoy #FamilyLove'
• •(For a Christmas ornament): 'Each ornament tells a story, a cherished memory hanging on the tree. Our new Keepsake Collection is here to help you create and recall those magical Christmas moments, year after year. What traditions do you treasure? ✨ #HallmarkKeepsakes #ChristmasTraditions #FestiveCheer'
• •(For a 'Thinking of You' card): 'Sometimes, the smallest gestures make the biggest difference. Let them know they're in your thoughts with a heartfelt card. Because connection matters, always. 💌 #JustBecause #HallmarkCares #SpreadKindness'
• •(For a birthday promotion on Instagram): 'It's someone's special day! 🎉 Tag a friend who's celebrating a birthday soon and tell us what makes them amazing! P.S. Find the perfect card to make their day even brighter via the link in our bio! #HappyBirthdayHallmark #CelebrateGoodTimes #MakeAWish'
• •(For a Mother's Day website banner): 'For the mums who do it all, and then some. This Mother's Day, say 'thank you' with a message straight from the heart. Explore our curated collection of cards and gifts as special as she is. #MothersDay #ThankYouMum #HallmarkLove'