Brand Tone

Friendly & Welcoming, Fun & Playful, Passionate & Enthusiastic, Community-Oriented & Supportive, Authentic & Genuine

Brand Values

• •Community Focus
• •Joy & Happiness
• •Quality & Uniqueness
• •Love for the Ocean & Coastal Living
• •Connection & Belonging
• •Giving Back
• •Empowerment (especially for women)

Best Practices

• •Embrace 'Mermaid Speak' Playfully: Incorporate ocean-themed puns, mermaid-related terms ('merbabe,' 'fins up,' 'salty,' 'waves of joy'), and whimsical language where appropriate, keeping it light and fun without overdoing it.
• •Maintain a Warm, Conversational, and Inclusive Voice: Write as if you're chatting with a friend. Use welcoming language, address the customer directly (using 'you'), and foster a sense of belonging to the 'Merbabe Tribe.'
• •Highlight Community and Connection: Regularly share stories about local partnerships, artisan collaborations, and the impact of charitable donations. Emphasize the shared love for Cape Cod and the coastal lifestyle.
• •Focus on Joy and Positivity: Infuse copy with uplifting words and messages. The goal is to make customers feel happy, inspired, and beautiful when they interact with the brand and wear its products.
• •Be Authentic and Passionate: Let genuine enthusiasm for the products, the ocean, and the community shine through. Share the 'why' behind the brand, echoing the founder's passion.

Social Perception

Beloved Local Gem, More Than Just a Store, High-Quality & Unique Souvenirs, Friendly & Customer-Centric, Community Contributor

Copy Examples

• •Website Homepage Banner: Dive into Happiness! ✨ Explore our ocean-inspired treasures and join the Merbabe Tribe. #DressHappy
• •Product Description (for a sweater): Wrap yourself in a wave of comfort with our Salty Kiss Sweater. Perfect for beach bonfires or cozy Cape Cod mornings. Ethically sourced, mermaid-approved! 🧜‍♀️
• •Social Media Post (announcing new arrivals): Fins up, Merbabes! 🌊 Our latest collection just swam ashore, brimming with unique finds to make your coastal heart sing. Swing by the boutique or shop online – your next favorite piece awaits! #MermaidsOnCapeCod #ShopLocalCapeCod
• •Email Newsletter Snippet (promoting a charity initiative): Make a Splash, Make a Difference! 💙 This month, a portion of every 'Fins Up' hoodie sale goes directly to protecting our beautiful Cape Cod marine life. Look good, feel good, do good! #CommunityLove
• •About Us Section Excerpt: More than just a boutique, we're a gathering place for ocean souls and free spirits. Born from a love for salty air and sandy toes, Mermaids on Cape Cod is here to help you find your sparkle and wear your joy! Come say hi – we believe strangers are just friends we haven't met yet!