Brand Tone

Proud, Nostalgic, and Community-Focused

Brand Values

• •Authenticity
• •Community
• •Grit
• •Confidence
• •Consistency

Best Practices

• •Lead with Emotion, Follow with Product: Start with the "why"—the feeling of pride, nostalgia, or connection. Then, introduce the product as the way to express that feeling. Use storytelling in captions and descriptions.
• •Embrace User-Generated Content: Actively encourage customers to share photos using a branded hashtag (like the intended #RepYourRoots). Featuring these posts builds community and provides authentic social proof, reinforcing the brand's value of "community over clout."
• •Go Beyond the Mockup: While product mockups are useful, showcasing the apparel on real people in real-life settings makes the brand more relatable and aspirational. This helps customers visualize themselves wearing the product.
• •Engage with the Community: Respond to comments, ask questions, and run polls related to hometown memories and local spots. This transforms social media from a sales catalog into a community hub, aligning with the brand's stated values.
• •Ensure Consistency Across All Channels: The proud, authentic voice used on the website's "Our Story" page should be the same voice used in social media captions, email newsletters, and customer service responses. This creates a unified and trustworthy brand identity.

Social Perception

The public perceives Hometown Hoodies as a go-to source for apparel that celebrates local pride. They are often seen as a great option for gifts for people who have moved away from their hometown. Positive reviews frequently mention good product quality and appealing designs. However, the inactive social media presence and some negative service reviews suggest a perception that the brand may be more focused on sales than on community engagement, creating a disconnect with its stated values.

Copy Examples

• •Home is a feeling you carry with you. From the Golden State to the Empire State, some roots run too deep to forget. Where are you repping your hometown from? #HometownHoodies #RepYourRoots #CaliforniaLove
• •Wear Your Story. From the town that raised you to the city you now call home. Shop the collection.
• •That feeling of home? We bottled it up in our ultra-soft hoodies. Whether you're missing those Texas sunsets or Carolina pines, find your hometown and wear your pride on your sleeve. Click to shop now and get free shipping on your first order!
• •More than just a hoodie, it's a piece of the Windy City. Made from heavyweight fleece to stand up to that lake effect wind, this hoodie features a classic design that feels like home. It’s tough, proud, and authentic—just like Chicago. Perfect for those who carry the heart of the city wherever they go.
• •A little piece of home, delivered to your door.