Brand Tone

Passionate, Enthusiastic, Friendly, Approachable, Educational, Informative, Authentic, Down-to-Earth, Playful, and Humorous

Brand Values

• •Family & Togetherness
• •Nature & Discovery
• •Craftsmanship & Quality
• •Community & Connection
• •Passion-Driven Business
• •Customer Service

Best Practices

• •Embrace Storytelling: Share the "why" behind products, especially those sourced from the Great Lakes or handcrafted. Talk about the sisters' journey and passion.
• •Keep it Personal and Relatable: Use a friendly, first-person plural ("we," "us") or refer to the sisters' experiences. Avoid overly corporate or impersonal language.
• •Balance Enthusiasm with Education: Share excitement for new finds and beautiful crystals, but also provide interesting facts or care tips to empower customers.
• •Incorporate a Sense of Place: Regularly reference the Midwest, the Great Lakes, and the joy of local discovery, as this is a unique part of the brand's identity.
• •Be Authentic in Engagement: When responding to comments or creating interactive content (like TikToks), let the genuine passion and sometimes humorous, down-to-earth personalities of the founders shine through.

Social Perception

Positive, Trusted, Unique, Interesting Products, Knowledgeable, Local, Relatable, and Fair Pricing

Copy Examples

• •Instagram Post (Showcasing a new Great Lakes stone): Fresh from the shores of Lake Michigan, this beauty tells a story millions of years in the making. ✨ We hand-polished this [Stone Name] to reveal its incredible patterns. A little piece of the Midwest, ready to find its new home. #MidwestShores #GreatLakesStones #Rockhounding #CrystalLove #NaturallyUnique
• •TikTok Video Caption (Humorous, showing a large crystal): When you say 'just one more crystal' and then this giant shows up at the shop. 😂 Who can relate? This stunning [Crystal Name] tower is looking for a new adventure! #MidwestShoresCo #CrystalHealing #BigCrystalEnergy #RockShop #JustOneMore
• •Website Product Description (For a geode): Unlock a hidden world of wonder! Our whole geodes are an invitation to discovery. Each one holds a unique treasure of glittering crystals and intricate patterns, waiting for you to be the first to see inside. Perfect for curious minds and lovers of natural art. (Want tips on how to open it? Check out our blog!) #MidwestShores #Geode #CrystalDiscovery #NaturalArt #RockCollection
• •Facebook Ad (Promoting a gift idea): Searching for a gift that truly rocks? 😉 From sparkling amethyst to grounding jasper, find something unique and meaningful at Midwest Shores. Hand-selected, family-run, and inspired by the beauty of nature. Shop online or visit us in Milwaukee & Rochester! #MidwestGifts #CrystalShop #UniqueFinds #SupportSmallBusiness #MidwestShores
• •Email Newsletter Snippet (About their process): Did you know? Many of the beautiful stones you see at Midwest Shores began their journey as rough rocks we discovered ourselves! From the shores of the Great Lakes to our tumbler, each piece is handled with love and a passion for uncovering nature's artistry. That's the Midwest Shores difference. ✨ [Link to a blog post about their tumbling process] #PassionProject #StoneLove #BehindTheScenes #MidwestMade