Brand Tone

Warm & Welcoming, Traditional & Timeless, Caring & Community-Oriented, Resilient & Determined, Slightly Nostalgic/Sentimental

Brand Values

• •Heritage & Legacy
• •Quality & Craftsmanship
• •Exceptional Customer Service
• •Community Focus
• •Tradition
• •Resilience
• •The Joy of "Pretty Things"

Best Practices

• •Embrace the "Family" & "Community" Narrative: Consistently use language that reflects warmth, personal connection, and local pride. Refer to the store's long history within Pascagoula and its role in local families' lives.
• •Highlight Tradition and Legacy: Regularly mention the founding year (1946), the founders' story (Hardy and Earline), and enduring traditions like the "Johnson's Bow." This reinforces trustworthiness and heritage.
• •Incorporate "Pretty Things": Use Earline Johnson's philosophy about "pretty things" where appropriate, as it’s a unique and endearing part of the brand story that conveys a sense of care and delight.
• •Maintain a Respectful, Slightly Formal yet Friendly Voice: The tone is not overly casual or slangy. It's polite, kind, and professional, reflecting Southern charm and a business that deals in items of significant emotional and monetary value.
• •Show, Don't Just Tell, about Customer Service: Instead of just saying "great service," use phrases that imply it, like "helping you commemorate," "making customers smile," or sharing customer stories (with permission) that illustrate the positive experiences.

Social Perception

Trusted Local Institution, Place for Special Occasions, Warm and Friendly Establishment, Preserver of Tradition, Symbol of Southern Charm and Resilience

Copy Examples

• •Facebook Post (New Arrival - Engagement Ring): For generations, we've helped begin beautiful love stories. ✨ This exquisite new diamond ring is waiting to tell yours. Come visit us and let our family help yours find the perfect symbol of 'forever.' Because every love story deserves something truly pretty. #JohnsonBrosJewelry #PascagoulaTradition #EngagementRing #SheSaidYes #LegacyOfLove
• •Instagram Caption (Showcasing Gift Wrapping): It's more than just a gift; it's a cherished moment wrapped in tradition. Our signature Johnson's Bow has adorned special presents in Jackson County since 1946. What special occasion can we help you celebrate today? 🎁 #JohnsonBros #PrettyThings #GiftGiving #PascagoulaMS #SouthernTradition
• •Website "About Us" Snippet: Since 1946, Johnson Bros. Jewelry has been more than just a store; we're a part of Pascagoula's heart. Founded by Hardy and Earline Johnson, who believed everyone 'need[s] a place to buy pretty things,' we continue that legacy today. We're here to help you find that perfect piece to celebrate life's most precious moments, treating you like family every step of the way.
• •Local Newspaper Ad (Holiday Season): This holiday season, find your 'pretty things' where tradition sparkles. From our family to yours since 1946, Johnson Bros. Jewelry is here to make your celebrations shine. Visit us in Downtown Pascagoula for timeless gifts and our signature service. #HolidaySparkle #ShopLocalPascagoula #75YearsOfJoy
• •Thank You Card Insert with Purchase: Thank you for letting Johnson Bros. Jewelry be a part of your special occasion. We cherish being woven into the fabric of our community's happiest moments, just as our founders, Hardy and Earline, envisioned. We hope this 'pretty thing' brings you joy for years to come!