Brand Tone

Proudly Local, Collaborative, and Community-Centric

Brand Values

• •Community Building
• •Support for Local Artisans
• •Local Economic Growth
• •Civic Pride
• •Resilience and Innovation

Best Practices

• •Lead with "Community": Frame all messaging around the concept of community. Use words like "we," "our city," "together," and "us" to reinforce that the brand is a collective effort. Always position the brand as a partner, not just a seller.
• •Spotlight the Makers: Regularly feature the local artists and businesses you partner with. Tell their stories in blog posts, social media takeovers, and product descriptions. This authenticates your core value of being a collaborative platform.
• •Use Geo-Specific Language: Infuse copy with names of local landmarks, colloquialisms, and shared experiences unique to Corpus Christi. This creates an immediate connection with the target audience and reinforces the brand's authenticity.
• •Engage and Ask Questions: Continue the practice of involving your audience in decisions. Run polls for new designs, ask for feedback on products, and encourage user-generated content by creating branded hashtags. This maintains the "integral part of our business strategy" approach.
• •Maintain a Proud, Optimistic Voice: The tone should always be uplifting and proud. Even when discussing challenges, frame them through a lens of resilience and community strength. This reflects the brand's history of overcoming obstacles and its unwavering belief in its city.

Social Perception

Beloved Community Pillar, Award-Winning and Recognized, Champion for Small Business, High Customer Loyalty

Copy Examples

• •Wear your heart on your sleeve and your city on your chest. Our newest tee, designed by local legend [Artist Name], is more than just a shirt—it’s a statement. Every thread is woven with Corpus Christi pride. Shop the drop now and carry a piece of home with you. #MadeInCC #SupportLocalArt
• •From Corpus Christi, With Love. We partner with the best local makers to bring you goods that tell the story of our city. Shop authentic, support small, and celebrate the Gulf Coast Capital.
• •Hey [Customer Name], ever wonder who makes your favorite CC gear? This week, we’re introducing you to the amazing artisans behind our collection. Discover the passion, craft, and community spirit you support with every purchase. It’s more than local—it’s family.
• •Light up your space with the scent of the Coastal Bend. Hand-poured in Corpus Christi by [Maker's Brand], this candle is a sensory trip to your favorite shoreline. Made with all-natural soy wax and a love for our city. By choosing this candle, you're helping a small, independent local business shine.
• •We started with a simple idea: to rally around the incredible talent in our city. Made in Corpus Christi is a community-driven brand dedicated to uplifting local artists and contributing to the vibrant culture of our home. Though our storefront has closed, our mission to ship CC pride nationwide is stronger than ever.