Brand Tone

Patriotic and Proud, Friendly and Community-Oriented, Nostalgic and Traditional, Enthusiastic and Fun

Brand Values

• •Local Pride & Heritage
• •Support for Local Community/Artisans
• •Quality and Authenticity
• •Customer Satisfaction
• •Connection and Expression

Best Practices

• •Embrace Maryland Lingo and Landmarks: Subtly incorporate well-known Maryland terms (e.g., "hon," "Old Line State"), locations, or cultural references where appropriate to build an authentic connection with the local audience.
• •Highlight Local Stories: Whenever possible, share the stories of the local artisans or the inspiration behind Maryland-themed products to add depth and authenticity. This reinforces the "support local" value.
• •Use Warm, Welcoming Language: Maintain a friendly, approachable, and inclusive tone in all communications, making customers feel like part of a community.
• •Visually Align with Maryland Pride: Ensure that visuals (photography, graphics) consistently reflect the Maryland theme with iconic colors (like those from the flag), symbols, and landscapes, reinforcing the copy's message.
• •Maintain Enthusiasm for Maryland: Consistently express a genuine passion and pride for Maryland in product descriptions, social media posts, and customer interactions. This enthusiastic tone is contagious and reinforces the brand's core identity.

Social Perception

Source of Unique/Niche Gifts, Embodiment of Maryland Culture, Supportive of Local Economy, Generally Positive

Copy Examples

• •Headline: "Wear Your Maryland Heart on Your Sleeve." Body: "From the Chesapeake Bay to the bustling streets of Baltimore, our latest collection is a tribute to the moments and memories that make Maryland home. Shop authentic apparel and gifts, crafted with local pride."
• •Headline: "More Than Just a Gift, It's a Piece of Maryland." Body: "Looking for that perfect something that says 'Maryland'? Explore our handpicked selection of locally sourced treasures and unique finds. Every purchase supports Old Line State artisans. #MarylandMade"
• •Headline: "Got That Maryland Feeling?" Body: "Whether you're a lifelong local or a Marylander at heart, find your happy place with our fun and quirky collection of crab-tastic gear, Old Bay goodies, and flag-inspired favorites. Get your Free State fix today!"
• •Headline: "Deck the Halls with Maryland Pride!" Body: "This holiday season, give the gift of home. Our exclusive Maryland-themed ornaments, cozy apparel, and gourmet treats are perfect for everyone on your list. Shop now and share the Maryland love."
• •Headline: "Your One-Stop Shop for All Things Maryland." Body: "Since 2012, we've been dedicated to bringing you the best Maryland gear – from classic designs to fresh new finds. Quality you can trust, from a name that loves Maryland as much as you do. What Maryland treasure will you discover today?"