Brand Tone

Artistic & Evocative, Passionate & Proud, Inspirational & Empowering, Sophisticated yet Playful, Warm & Personal

Brand Values

• •Artisanal Craftsmanship
• •Colombian Heritage & Culture
• •Originality & Uniqueness
• •Joy & Optimism
• •Storytelling
• •Femininity & Empowerment
• •Sustainability & Ethical Practices (Implied)

Best Practices

• •Embrace Storytelling: Always look for the narrative behind the product or collection. What inspired it? Who made it? What feeling does it evoke? Infuse this into your copy.
• •Use Evocative and Sensory Language: Appeal to the senses. Describe colors, textures, and the emotions the pieces are meant to inspire. Words like 'vibrant,' 'magical,' 'radiant,' 'intricate,' and 'soulful' align with the brand.
• •Highlight Colombian Heritage with Pride: Consistently reference the Colombian roots, the craftsmanship, and the cultural inspirations. This is a key differentiator.
• •Maintain a Balance of Sophistication and Warmth: While the designs are artistic and high-quality, the communication should remain approachable, inviting, and personal. Avoid overly academic or cold language.
• •Create a Brand Lexicon: Develop a list of preferred words and phrases that capture the essence of Mercedes Salazar (e.g., 'magic,' 'treasure,' 'artisan,' 'heritage,' 'vibrant,' 'soul') and ones to avoid. Ensure all copywriters are familiar with this.

Social Perception

High-Quality & Artistic, Distinctive & Recognizable, Celebration of Colombian Identity, Aspirational yet Attainable (for its niche), Source of Joy and Self-Expression

Copy Examples

• •Instagram Post (New Collection): Whispers of the Amazon, woven into every thread. ✨ Discover our new 'Selva Mística' collection, where ancient stories meet vibrant artistry. Let each piece transport you to a world of wonder. #MercedesSalazar #ColombianMagic #ArtisanJewelry #NewCollection
• •Product Description (Earrings): Dance with the spirit of the hummingbird. These hand-enameled earrings, meticulously crafted by our master artisans in Colombia, capture the fleeting beauty and vibrant energy of this magical creature. Wear them as a reminder to seek joy in every moment.
• •Facebook Ad (Brand Story Focus): More than just jewelry, it's a piece of Colombia's heart. At Mercedes Salazar, we pour passion and heritage into every design, working hand-in-hand with local artisans to bring you treasures that tell a story. Meet the hands and hearts behind your favorite pieces. [Link to 'Our Story' page]
• •Email Subject Line (Sale Promotion): Unlock a World of Color: Your Invitation to Our Exclusive Summer Celebration!
• •Website Banner (Homepage): Mercedes Salazar: Handcrafted Stories. Colombian Soul. Wearable Art.