Brand Tone

Passionate, proud, and community-centric. The language used is celebratory and inspiring, aiming to foster a sense of shared identity among Michiganders. It's approachable and authentic, avoiding corporate jargon in favor of genuine storytelling. The tone carries a sense of adventure and appreciation for the natural beauty and industrious spirit of the state.

Brand Values

• •Michigan Pride
• •Inspiration
• •Community
• •Quality
• •Storytelling

Best Practices

• •Lead with Passion, Not with Product: Frame your copy around the story, the inspiration, or the feeling of Michigan pride first. The product is the tangible expression of that feeling.
• •Speak the Local Language: Use terms and references that resonate with Michiganders (e.g., "The Mitten," "Up North," "Yooper," "Great Lakes State"). This builds an immediate and authentic connection.
• •Emphasize "We," Not "I": Use inclusive language. The brand is about a shared community and identity. Phrases like "Together, we can share..." or "Our state's story" reinforce this collective spirit.
• •Incorporate Storytelling in All Channels: Whether it's a product description or a social media post, find a way to tie it back to a story—be it the inspiration for the design or the people who make the state special. This aligns with the core mission.
• •Maintain a Tone of Aspiration and Pride: The copy should always feel uplifting and celebratory. It should inspire customers to feel proud of their state and to explore the stories of the people within it.

Social Perception

The public perception of Mitten Inspired appears to be positive, centered on its authentic celebration of Michigan. Customers and followers on social media engage with the content in a way that suggests a shared sense of local pride. The brand is perceived as a genuine supporter of local culture and business, rather than just a seller of merchandise. The dual focus on a video series that tells local stories adds a layer of depth and authenticity that resonates with its audience. While there are no extensive third-party reviews available, the direct engagement on their platforms is affirmative.

Copy Examples

• •Wear your story. Our latest design is more than just a shirt – it's a piece of the peninsula, a nod to the adventures that shape us. Crafted for the ones who call this Mitten home. Tap to shop and carry a piece of the pride with you. #MittenInspired #PureMichigan #GreatLakesState
• •They Built It Here. We're Telling Their Story. In every corner of the Mitten, there are stories of passion and perseverance. Our Mitten Men & Women series shines a light on the businesses and creators that make our state truly great. Watch their stories, get inspired, and see the heart behind our home. Click to watch the latest episode!
• •Headline: Inspired by the State. Worn by its People. Sub-headline: High-quality apparel that celebrates the stories, sights, and spirit of Michigan. Shop the collection.
• •Subject: Inside: Stories of the Mitten + New Arrivals. Preview Text: "Get inspired by the latest from Michigan's most creative minds and be the first to see our new gear."
• •Crafted for chilly mornings on the lake and bonfire nights up north. This hoodie isn't just about comfort; it's about a connection to the freshwater shores that define us. Made with a premium cotton blend, it’s designed to be your go-to layer for every Michigan season. It’s our tribute to the Great Lakes and the adventures they inspire.