Brand Tone

Warm, Inclusive, Passionate, Authentic, and Joyful

Brand Values

• •Community Support & Inclusivity
• •Love & Acceptance
• •Joy & Sweetness
• •Quality & Deliciousness
• •Authenticity & Courage

Best Practices

• •Lead with Love and Inclusivity: Ensure all communications, from social media captions to customer service interactions, reflect the brand's core values of love, acceptance, and support for the LGBTQIA+ community. Use inclusive language and imagery.
• •Embrace Authenticity: Continue sharing the brand's story, the "why" behind Mama Bear Sweet Treats, and the owner's personal connection to the mission. Avoid overly corporate or generic language. Let Chrissy's voice and passion shine through.
• •Inject Joy and Warmth: Use positive, uplifting, and comforting language. The "Mama Bear" persona should feel like a warm, protective, and encouraging presence. Phrases like "Spread Joy. Eat Cookies." and "Taste the love in every cookie" are great examples.
• •Be Confident and a Little Playful: Don't shy away from the "damn good cookies" attitude. The tone can be both sweet and a little sassy ("sweet, but not afraid to bite back"), which adds to the brand's unique personality.
• •Engage with the Community: Actively respond to comments and messages with the same warmth and inclusivity that defines the brand. Foster a sense of belonging and family around Mama Bear Sweet Treats. Highlight community partnerships and stories.

Social Perception

Mama Bear Sweet Treats is perceived as a beloved, mission-driven local business that makes delicious, high-quality cookies. Customers and the wider community highly value their vocal and tangible support for the LGBTQIA+ community. They are seen as authentic, caring, and passionate about both their products and their cause. The "Mama Bear" persona resonates with customers, creating a feeling of warmth, protection, and genuine care. There's a strong sense of loyalty and enthusiasm from their customer base, who not only enjoy the treats but also champion the brand's values.

Copy Examples

• •Headline: "More Than Just a Cookie. It's a Statement." Body: "At Mama Bear Sweet Treats, every batch is baked with love and a commitment to our vibrant LGBTQIA+ community. Taste the passion, share the joy. #SpreadJoyEatCookies #MamaLovesYou"
• •Social Media Post: "Feeling that mid-week slump? Our Bourbon Banana Pudding cookies are here to hug your taste buds! Wärme, delicious, and made with a whole lotta love. P.S. You’re awesome. ✨ #DamnGoodCookies #SweetTreats #CommunityLove"
• •Product Description (for "Coat of Many Colors" cookie): "Inspired by Dolly and bursting with pride! Our Coat of Many Colors cookie isn't just a rainbow of sprinkles; it's a celebration of love, acceptance, and being exactly who you are. Sweet, buttery, and unapologetically joyful."
• •Email Newsletter Snippet: "Hey Sweet Friends! Just a little note from your Mama Bear to say thank you for being part of our incredible family. Your support helps us spread love and bake the world a little brighter, one cookie at a time. Check out this week's restock! [Link] #SafeAndWelcome #QueerJoy"
• •Promotional Copy: "Give the gift of damn good cookies and support a cause that matters. A portion of every sale goes back to supporting our amazing LGBTQIA+ community here in Knoxville and beyond. Because love (and cookies) will always win. #CookiesWithACause #EatSweetBeKind"