Brand Tone

authentic, genuine, and community-focused

Brand Values

• •Authenticity
• •Community
• •Quality
• •Giving Back
• •Heritage & Storytelling
• •Family & Veteran Owned
• •Coastal Lifestyle

Best Practices

• •Anchor in Authenticity: Always draw inspiration from genuine coastal experiences, fishing, hunting, and the 'local' spirit. Avoid generic phrases and ensure imagery and descriptions feel true to the brand's Chesapeake Bay roots and broader coastal appeal.
• •Emphasize Community: Use inclusive language ('we,' 'us,' 'our community'). Encourage user-generated content and storytelling that reinforces the feeling of belonging. Highlight the 'By Locals, For Everyone' philosophy.
• •Show, Don't Just Tell, Values: Instead of just stating 'we value quality,' describe the durable materials or craftsmanship. When mentioning 'giving back,' be specific about the supported organizations and the impact.
• •Consistent Voice Across Platforms: Whether it's a website product description, an Instagram caption, or a TikTok video, maintain the same genuine, rugged, and community-centric voice. Adapt the style slightly for the platform but keep the core tone intact.
• •Engage Genuinely: Respond to comments and reviews in a way that reflects the brand's approachable and appreciative nature. Reinforce the personal connection that a family and veteran-owned business can offer.

Social Perception

Customers frequently praise the quality of the apparel, the brand's designs, and the positive shopping experience, both online and in their Annapolis store. Customers seem to resonate with the 'local' feel and the brand's ethos. The brand's commitment to charitable donations is explicitly stated and likely contributes positively to its perception. Local Coast actively uses social media platforms to showcase new arrivals, thank customers, and reinforce its brand messaging.

Copy Examples

• •More than just gear, it's a piece of the Coast. Crafted for the early mornings, the patient casts, and the stories told around the bonfire. Wear Your Water. #LocalCoast
• •From the Chesapeake Bay to wherever you roam, carry the spirit of the local tide. Our latest collection is here – built tough, inspired by real coastal life. Feel Like a Local. #VeteranOwned #CoastalLiving
• •It's in the salt-stiffened fabric and the fade of the sun. It's the shared nod between those who know the water. This is Local Coast. This is your story. #GearUpVentureOut
• •Beyond the trend, find the tradition. Local Coast apparel – quality you can feel, inspired by the authentic grit and beauty of the shoreline. Join our community. #ByLocalsForEveryone
• •Every purchase supports the waters and warriors we honor. Wear Local Coast with pride, knowing you're giving back to the communities and causes that define us. #LocalCoastCares #MarineConservation