Brand Tone

Aspirational yet Accessible, Curated and Discerning, Friendly and Community-Focused, Established and Trustworthy

Brand Values

• •Quality
• •Uniqueness and Style
• •Customer Experience
• •Local Connection
• •Inspiration
• •Accessibility/Affordability

Best Practices

• •Embrace “Curated” Language: Use words that reflect thoughtful selection and uniqueness, such as "handpicked," "carefully chosen," "exclusive," "distinctive," and "artisan."
• •Balance Aspiration with Accessibility: Showcase beautiful, inspiring items but ensure the language remains welcoming and doesn't feel pretentious. Highlight value and the joy of finding something special.
• •Maintain a Friendly and Helpful Voice: Especially in customer interactions, social media captions, and email marketing, use a warm, approachable, and helpful tone. Address customers directly and foster a sense of community.
• •Tell a Story (Where Appropriate): For unique items or local artisan products, briefly share their background or what makes them special. This adds depth and aligns with the “story” in the brand name.
• •Reinforce Local Connection: Regularly mention Canberra, support local initiatives or artisans if applicable, and use language that resonates with the local community to strengthen brand loyalty. Ensure a consistent visual identity alongside the copy.

Social Perception

Positive Reputation, Destination for Gifts and Homewares, Trusted Local Business, Aesthetically Pleasing

Copy Examples

• •Instagram Post (New Arrival - Unique Vase): "Discover the art of expression. ✨ Our new [Vase Name/Description] has just arrived, ready to bring a touch of handcrafted elegance and unique character to your favourite space. Carefully chosen, beautifully made. #InsideStoryCanberra #NewArrival #HomeDecor #UniqueFinds #CanberraHomes #ShopLocalCBR"
• •Facebook Ad (Seasonal Promotion - e.g., Autumn Homewares): "Cosy up your Canberra home this Autumn with The Inside Story. 🍂 Explore our curated collection of warm textures, rich colours, and unique pieces that tell a story. From plush throws to statement lighting, find everything you need to create your perfect sanctuary. Visit us in-store or online! #TheInsideStory #CanberraShopping #AutumnCollection #HomeInspo #SupportLocal"
• •Website Banner (General): "Your Home, Your Story. For over 20 years, The Inside Story has been Canberra's destination for unique homewares, thoughtful gifts, and inspiring design. Discover pieces you'll love, at prices you'll appreciate."
• •Email Newsletter Snippet (Highlighting a Local Artisan): "Supporting Local Talent ✨ This month, we're thrilled to feature the incredible work of [Artisan Name/Brand], a Canberra-based ceramicist whose passion shines through every piece. Discover their exclusive collection in-store and bring a piece of local artistry into your home. #InsideStoryLovesLocal #CanberraArtisans #Handcrafted"
• •Product Description (for a piece of furniture): "The [Product Name] Side Table: More than just furniture, it's a conversation starter. With its [mention key features e.g., sleek lines, sustainable materials, unique detailing], this carefully selected piece blends timeless style with everyday functionality. Elevate your living space with quality craftsmanship that inspires. Dimensions: [WxDxH]. Material: [Material]."