Brand Tone

Knowledgeable & Passionate, Community-Oriented & Inclusive, Friendly & Approachable, Modern & Trendy, Slightly Edgy & Counter-Culture

Brand Values

• •Quality Products
• •Customer Service
• •Community & Inclusivity
• •Experience & Legacy
• •Innovation

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of your brand's tone (e.g., knowledgeable, friendly, inclusive, passionate) with examples of do's and don'ts. This ensures everyone creating content is on the same page.
• •Focus on "We" and "You": Use inclusive language that speaks directly to the customer and fosters a sense of community. Instead of just listing product features, explain how they benefit "you" or what "we" love about them.
• •Educate and Inform, Don't Just Sell: Share knowledge about products, their uses, and care. This reinforces the "expert" and "passionate" aspects of the brand tone and builds trust.
• •Reflect Community Values: Ensure the copy aligns with the stated values of inclusivity and exploration. Use language that is welcoming to both new and experienced customers.
• •Be Authentic and Human: Let the passion for the products and the community shine through. Avoid overly corporate or generic language. Customer testimonials often highlight friendly and helpful staff; the copy should reflect this human element.

Social Perception

Positive Local Reputation, Trusted Source, Traditional Headshop with Modern Appeal

Copy Examples

• •Fresh drop alert! 🌿💨 Explore the latest in heady glass, just landed at Headlines. Our team hand-picked these beauties for their craftsmanship and, well, just how awesome they look. Come find your new favorite piece and let our crew tell you all about it! #HeadlinesSmokes #IndyGlass #NewArrivals #SmokeShopCulture #SupportLocalIndy
• •Curious about CBD? 🌱 We get it. There's a lot of info out there. Our latest blog post breaks down the basics and highlights some quality CBD products we trust. Discover how it might fit into your wellness routine. Link in bio to learn more! #HeadlinesCBD #WellnessJourney #IndianapolisCBD #KnowledgeIsPower #ExploreMore
• •Weekend plans? Make sure you're stocked up! From the smoothest vapes to artisan pipes, Headlines has your essentials covered. Swing by and say hi – we love talking all things smoke with our community! #HeadlinesIndy #SmokeShop #VapeLife #IndyWeekend #CommunityLove
• •Got Questions? We've Got Answers! Our crew isn't just here to ring you up; they're passionate about our products and love sharing their knowledge. Whether you're a seasoned connoisseur or just starting to explore, we're here to guide you to the perfect find. Experience the Headlines difference.
• •Your Indy Original for Over 15 Years! 🔥 Headlines Smokes is more than just a shop; it's a community. We're proud to offer Indy's best selection of glass, vapes, CBD, and more, all backed by staff who care. Come see why we've been a local favorite for over a decade! #HeadlinesSmokesIndy #ShopLocal #Indianapolis #PremierHeadshop #CommunityFirst