Brand Tone

Friendly, Approachable, Fun, Playful, Empowering, Positive, Community-Focused, Authentic, and Passionate

Brand Values

• •Originality and Uniqueness
• •Inclusivity
• •Customer Confidence
• •Community Engagement
• •Fearlessness and Authenticity
• •Joyful Shopping Experience
• •Adaptability and Resilience

Best Practices

• •Embrace "Friendly & Fun": Always write as if you're talking to a friend. Use exclamation points appropriately, incorporate emojis where suitable (especially on social media), and don't be afraid of a little playfulness or a "cheeky" comment.
• •Focus on Empowerment: Frame product descriptions and posts around how the items will make the customer *feel* – confident, fabulous, unique, happy. Highlight the "soulmate piece" aspect.
• •Keep it Real and Authentic: Share behind-the-scenes glimpses, talk about the brand's journey (like the evolution from truck to store), and let the owner's passion shine through. Avoid overly corporate or stiff language.
• •Inject Local Love: Regularly mention Saint John and connect with the local community in your copy. This reinforces the brand's roots and community value.
• •Be Visually Consistent with Your Voice: Ensure the vibrant, colorful, and positive visual branding is matched by equally energetic and upbeat copy. The words should feel like they belong with the images. The "hot pink" and "polka dot" elements can be alluded to in the playful energy of the text.

Social Perception

Innovative, Trailblazing, Fun, Unique Destination, Community-Minded, Beloved, Positive, Uplifting, Personal, and Relatable

Copy Examples

• •Instagram Post for New Arrivals: "Stop scrolling, start shining! ✨ Our latest drop of unique finds just landed, and they're ready to make your wardrobe POP! Come find your new soulmate piece – because life’s too short for boring clothes! 😉 #InPursuitStyle #SaintJohnNB #ShopLocalSJ #FearlessFashion"
• •Facebook Ad for Store Event: "Hey Saint John! 👋 Get ready to treat yourself! Join us this Saturday for sips, style, and all the smiles. We've got cheeky gifts, confidence-boosting outfits, and your new favourite accessories waiting. Let's make your day a little brighter! 💖 #InPursuitBoutique #UptownSJ #ShopHappy"
• •Website Homepage Banner: "More Than Just a Boutique. It's a Vibe. ✨ Discover unique apparel, accessories & gifts that scream YOU. Feel fabulous, be fearless. Welcome to In Pursuit!"
• •Email Newsletter Snippet: "Hey Gorgeous! 👋 Just a little note from your friends at In Pursuit to say we’ve got some amazing new treasures that we think you’ll ADORE. Click here to peek at the magic – you deserve it! P.S. Don't forget to be your awesome self today! 😉"
• •TikTok Video Caption Idea (Showcasing an outfit): "Feeling kinda cute, might just conquer the world. 😉 This whole vibe? Straight from In Pursuit. Come get yours! #OOTD #BoutiqueFinds #SaintJohnFashion #InPursuitTruck #ConfidenceBoost"