Brand Tone

Friendly and Approachable, Proud and Passionate, Authentic and Sincere, Community-Oriented, Slightly Humorous/Playful

Brand Values

• •Regional Identity & "Heimatliebe" (Love of Homeland)
• •Support for Local Economy
• •Authenticity
• •Quality
• •Community & Connection
• •Tradition & Heritage
• •Sustainability

Best Practices

• •Immerse in "Heimatgefühl": Always write from a place of genuine love and appreciation for the NRW region. Use language that evokes a sense of belonging and local pride.
• •Tell the Story Behind Products: Highlight the local producers, the tradition, or the regional significance of items. This reinforces authenticity and connection.
• •Use a Conversational, Welcoming German: Maintain a friendly, down-to-earth tone. Address the customer directly and make them feel like part of the NRW community. Avoid overly formal or generic corporate language.
• •Incorporate Regional Dialect/Sayings (Sparingly and Appropriately): Terms like "Glück Auf," "Kumpel," or references to "Pott" culture can add authenticity, but ensure they are understood and used correctly.
• •Visual and Textual Harmony: Ensure that the copywriting tone is consistently reflected in the visuals used on the website and social media – warm, authentic, and showcasing the region or products in a positive, relatable light.

Social Perception

Positive Customer Feedback, Association with a Positive Trend, Seen as a Go-To for Regional Products, Appreciation for Local Focus

Copy Examples

• •Headline (Website Banner): "Stück Heimat für dich: Entdecke die Schätze aus NRW!" (A piece of home for you: Discover the treasures of NRW!)
• •Product Description (Local Liqueur): "Mehr als nur ein Likör – das ist Ruhrpott-Tradition in Flaschen. Mit Liebe von lokalen Manufakturen gebraut, schmeckt jeder Schluck nach Heimat. Prost, Kumpel!" (More than just a liqueur – this is Ruhrpott tradition in a bottle. Brewed with love by local manufacturers, every sip tastes like home. Cheers, mate!)
• •Social Media Post (New T-Shirt Arrival): "Zeig, wo dein Herz schlägt! 🖤💛 Unser neues Shirt mit [City Name/NRW Landmark] Design ist da – perfekt für alle echten Lokalpatrioten und die, die es werden wollen. Hol dir dein Stück NRW-Liebe!" (Show where your heart beats! 🖤💛 Our new shirt with [City Name/NRW Landmark] design is here – perfect for all true local patriots and those who want to become one. Get your piece of NRW love!)
• •About Us Snippet: "Wir sind Heimatshop NRW: Deine Adresse für authentische Produkte direkt aus dem Herzen von Nordrhein-Westfalen. Wir brennen für unsere Region und unterstützen mit Leidenschaft lokale Hersteller. Weil Heimat einfach am besten schmeckt, aussieht und sich anfühlt." (We are Heimatshop NRW: Your address for authentic products directly from the heart of North Rhine-Westphalia. We are passionate about our region and passionately support local producers. Because home simply tastes, looks, and feels the best.)
• •Email Subject Line (Promotion): "Grüße aus der Heimat! 👋 Entdecke exklusive NRW-Angebote nur für dich." (Greetings from home! 👋 Discover exclusive NRW offers just for you.)