Brand Tone

Friendly and Approachable, Authentic and Passionate, Nostalgic and Evocative, Community-Oriented, Lighthearted and Fun, Proudly Minnesotan

Brand Values

• •Minnesota Pride: Celebrating and promoting the identity, culture, and beauty of Minnesota.
• •Outdoor Lifestyle: Encouraging and embracing outdoor activities and the enjoyment of nature.
• •Quality: Offering well-made products that customers can enjoy for a long time.
• •Community: Connecting people who share a love for Minnesota and its way of life.
• •Authenticity: Reflecting genuine Minnesota experiences and traditions.
• •Comfort and Practicality: Providing apparel and goods that are suitable for a relaxed, outdoor-oriented lifestyle.

Best Practices

• •Create a "Minnesota Voice" Guide: Document key phrases (like "Oh Fer Fun!", "Uff Da"), preferred terminology (e.g., "cabin" vs. "cottage," "hotdish"), a list of "do's and don'ts," and emotional keywords that resonate with the Minnesota spirit (e.g., cozy, adventure, crisp, serene, community, pride).
• •Immerse in Minnesota Culture: Encourage copywriters to actively engage with Minnesota culture – listen to local radio, follow Minnesota-centric social media accounts, read local publications, and understand regional colloquialisms to keep the voice authentic.
• •Prioritize Storytelling: Frame products within narratives of Minnesota experiences. Instead of just listing features, describe how the product enhances a day at the lake, a hike in the woods, or a cozy evening by the fire.
• •Speak Directly to the "Minnesota You": Address the audience as fellow Minnesotans or enthusiasts who share common experiences and values. Use inclusive language that fosters a sense of belonging.
• •Balance Pride with Humility: The Minnesota spirit often includes a sense of humble pride. The tone should be enthusiastic and celebratory of the state, but avoid arrogance. Keep it friendly, down-to-earth, and welcoming.

Social Perception

Customers and the public generally perceive Minnesota Canoes as a brand that authentically captures the spirit of Minnesota. It's seen as a go-to source for stylish, comfortable apparel and gifts that express love for the state. The brand is associated with outdoor recreation, lake culture, and a sense of local pride. While the name might initially suggest actual canoes, the brand has successfully carved out a niche in Minnesota-themed lifestyle products. The social media engagement suggests a positive relationship with its customer base, who appreciate the designs and the brand's celebration of Minnesota.

Copy Examples

• •Instagram Post Caption (Image of someone wearing a "North Shore" hoodie by a lake): Sunrise a little brighter, coffee a little warmer, and views a whole lot better. That's the North Shore promise. Our new cozy hoodies are here to make those moments perfect. 🌲🛶 #MinnesotaCanoes #NorthShoreMN #LakeSuperior #MNMadeComfort
• •Email Subject Line for a New Product Launch: Oh Fer Fun! Fresh Gear Just Dropped for Your Next MN Adventure!
• •Facebook Ad Copy (targeting Minnesotans or fans of Minnesota): From the cabin to the campground, wear your Minnesota heart on your sleeve. Shop our latest collection of super-soft tees, cozy crewnecks, and unique gifts that scream 'Land of 10,000 Lakes!' Quality gear for genuine Minnesotans. #MinnesotaLife #ShopLocalMN #ExploreMN
• •Product Description Snippet (for a loon-themed mug): Start your morning with the call of the wild (and a hot cup of coffee!). Our classic loon mug is a little piece of Minnesota magic, perfect for dreaming of misty lake mornings, even if you're just at your kitchen table. Built sturdy for all your adventures, big or small.
• •Website Banner Text (for a seasonal sale): Gear Up for Lake Season! ☀️ Save on your favorite MN-inspired apparel and goods. It's time to make some memories!