Brand Tone

Friendly and Approachable, Classic and Timeless, Lifestyle-Oriented, Quality-Focused, Enthusiastic and Evolving

Brand Values

• •Classic American Style
• •Quality and Top Brands
• •Customer Experience
• •Family and Relatability
• •Adaptability and Growth
• •Community

Best Practices

• •Embrace "Classic American Style": Consistently use language that evokes timelessness, quality craftsmanship, and an enduring American aesthetic. Avoid overly trendy slang or fleeting fashion terms.
• •Maintain a Friendly, Welcoming Voice: Incorporate a warm, approachable, and slightly informal tone. Use contractions (like "we're," "you'll") and address the audience directly and personally (e.g., "y'all," if appropriate for the specific context and audience segment, reflecting their Southern inspiration). The "Jake the Tog Dog" persona can be leveraged to enhance this.
• •Highlight Lifestyle and Adventure: Connect products to experiences – beach trips, campus life, outdoor activities, comfortable everyday moments. Use storytelling to paint a picture of the lifestyle Jake's Toggery represents.
• •Showcase Brand Partners with Pride: When mentioning brands like YETI, Patagonia, or Vineyard Vines, do so in a way that reflects a curated selection of quality and desirable names. Emphasize the benefits and values these brands bring.
• •Be Authentic and Relatable: Draw from the brand's origin story – the family inspiration, the Southern influence, the meaning behind the name "Jake." This authenticity helps build trust and a stronger connection with the audience.

Social Perception

Reputable Retailer, Good Selection, Associated with "Prep" and Southern Style, Go-To for Specific Brands, Accessible Luxury

Copy Examples

• •Headline (Website Banner): "Jake's Toggery: Your Home for Classic American Style & Everyday Adventures." *Body:* "From coastal breezes to campus life, find enduring quality and the brands you love. Shop YETI, Vineyard Vines, Patagonia, and more – all curated for your lifestyle."
• •Instagram Post (New Arrival - YETI): "Adventure-ready and built to last! 🐾 Our latest YETI collection just dropped. Swing by Jake's Toggery or shop online – because every day is an occasion for quality gear. #JakesToggery #YETI #ClassicAmericanStyle #BuiltForTheWild"
• •Facebook Ad (Seasonal Sale): "Refresh your style with Jake's Toggery! ☀️ Dive into classic looks and unbeatable comfort with [Discount Percentage]% off select Southern-inspired favorites. Quality brands, timeless style – y'all don't want to miss this! Shop now [Link]. #JakesStyle #SouthernCharm #Sale"
• •Email Newsletter Subject: "Hey [Customer Name], Discover What's New at Jake's!" *Body Snippet:* "Inspired by the friendly spirit of the South and a love for timeless American fashion, Jake's Toggery brings you fresh picks from brands like TravisMathew and Free People. Plus, meet our pal Jake the Tog Dog on his latest store adventure! [Link to New Arrivals] [Link to Jake the Tog Dog's Instagram]"
• •Product Description (Vineyard Vines Shirt): "Embrace laid-back Southern charm with this classic Vineyard Vines tee. Crafted for comfort and timeless style, it's perfect for weekend getaways or everyday wear. Experience the quality and relaxed vibe that defines Jake's Toggery. #ClassicStyle #VineyardVines #JakesPicks"