Brand Tone

Friendly & Approachable, Enthusiastic & Passionate, Personal & Small-Business Oriented, Nostalgic & Playful

Brand Values

• •Quality
• •Customer Connection/Service
• •Love of Place & Travel
• •Family/Personal Touch
• •Affordability
• •Self-Expression/Individuality

Best Practices

• •Develop a "Brand Voice Chart": Create a simple internal guide that lists keywords (e.g., "friendly," "adventurous," "nostalgic," "heartfelt"), phrases to use, and phrases to avoid. This helps anyone writing copy to stay aligned.
• •Tell Your Story (and Keep it Real): Weave in the personal origin story (inspired by family, love for travel) where appropriate. Authenticity resonates, especially for a small business. People connect with the "why" behind the brand.
• •Focus on "You" and "Your Adventures": Frame copy around the customer's experiences, memories, and future adventures. Use questions like "Where will you take yours?" to engage them.
• •Use Warm, Inclusive Language: Employ conversational language. Greetings like "Hey there!" or "Hi friends!" and closings that express gratitude for support reinforce the friendly, approachable tone.
• •Maintain Visual and Verbal Synergy: Ensure the tone of the copy matches the visual style (e.g., retro, outdoorsy). If the images are playful and bright, the copy should reflect that energy. Consistency across all customer touchpoints (website, social media, emails, product descriptions) is key.

Social Perception

Positive, Reliable & Trustworthy, Appeals to Nostalgia & Local Pride, Good for Gifting

Copy Examples

• •Instagram Post (New State Sweatshirt): Hey wanderlusters! 👋 Remember those epic sunsets over [State Name]? Keep those memories cozy with our brand new, super-soft [State Name] retro sweatshirt. Adventure looks good on you! Link in bio to snag yours. #HeyMountains #[StateName] #TravelInspired #MadeForAdventures #ShopSmall
• •Website Product Description (City Trucker Hat): Rep your city in style! Our [City Name] Trucker Hat is all about good vibes and sunny days. Featuring a classic retro embroidered patch, it’s the perfect cap for your urban explorations or weekend escapes. Crafted with love and ready for your next adventure. Where will you take yours?
• •Email Newsletter Subject: Psst... Fresh Mountain Air (and New Arrivals!) Inside! Email Body Snippet: Hey [Customer Name], just like that favorite travel memory you can't stop smiling about, we've got some fresh new designs at Hey Mountains that we think you'll love! Inspired by the places that make our hearts happy, each piece is made with care, ready to join you on your journeys.
• •Etsy Shop Announcement: Welcome to Hey Mountains! So glad you stopped by our little corner of adventure-inspired goodness. From the peaks of Colorado to your favorite hometown spots, we pour our hearts into creating apparel and gifts that celebrate the places you love. Have a peek around – we hope you find something that sparks a smile (and maybe your next road trip!). ✨
• •Facebook Ad (targeting travel enthusiasts): Dreaming of your next getaway? Or maybe just want to carry a piece of your favorite place with you? Hey Mountains offers travel-inspired apparel that’s as comfy as it is cool. High-quality, unique designs for the whole family. Explore our collections today and wear your adventure! #HeyMountains #OutdoorApparel #TravelGear #FamilyAdventures #RetroStyle