Brand Tone

Proud & Passionate, Friendly & Approachable, Community-Oriented, Nostalgic, Authentic & Sincere

Brand Values

• •Michigan Pride
• •Quality
• •Community
• •Authenticity
• •Family & Small Business
• •Connection

Best Practices

• •Ensure that the connection to Michigan – its places, feelings, or pride – is evident, even subtly, in most communications. This is your core differentiator.
• •As a husband-and-wife team, maintain that personal, small-business feel. Use terms like "we," "our Michigan family," "fellow Michiganders" to foster community.
• •Consistently mention the quality of materials and the comfort of the apparel, as these are key selling points alongside the designs.
• •Let your genuine love and enthusiasm for Michigan shine through. Use upbeat and heartfelt language.
• •Ask questions, respond to comments genuinely, and share user-generated content (with permission) to reinforce the community aspect of your brand. Your social media already shows good examples of this.

Social Perception

Positive (among its niche), Local & Community-Focused, Supportive of Small Business, Limited Wider Recognition (based on search)

Copy Examples

• •Headline: Wrap Yourself in Mitten Love! Body: From the Great Lakes shores to the heart of the city, our latest collection is pure Michigan. Cozy, stylish, and designed by folks who love this state as much as you do. Show your Mitten pride! #MittenChic #PureMichiganLove
• •Headline: More Than Apparel, It’s a Michigan Hug. Body: Remember those perfect Up North evenings? Or the vibrant buzz of your favorite Michigan town? Our new [Product Name - e.g., 'Great Lakes State Hoodie'] is crafted to bring back those cherished Mitten memories. Soft, durable, and full of home-state heart.
• •Headline: Rep Your Roots. Wear Your Story. Body: Hey Michigan family! We’re a husband-and-wife team, back in our beloved Mitten State, pouring our hearts into designs that celebrate everything Michigan. Every tee and hoodie tells a story. What’s yours? #MichiganMade #SupportSmallMI
• •Headline: Cozy Up, Michigan Style! Body: Brisk mornings by the lake or cozy nights in – our super-soft Michigan-themed sweatshirts are your new go-to. Crafted for comfort, designed with Mitten State passion. Find your new favorite today! #MittenStateOfMind #MichiganComfort
• •Headline: The Perfect Gift for Your Favorite Michigander (Even if it's You!). Body: Looking for something special that screams 'Michigan'? Our unique apparel and accessories are designed to delight anyone with a love for the Mitten State. High-quality, heartfelt, and truly from Michigan. #ShopLocalMichigan #MichiganGifts