Brand Tone

Patriotic/Prideful, Youthful & Energetic, Casual & Fun, Approachable

Brand Values

• •State/Regional Pride
• •Style & Self-Expression
• •Quality
• •Community

Best Practices

• •Develop a Brand Voice Guide: Clearly define the brand's personality (e.g., "The Proud Neighbor," "The Fun Patriot"), key messaging themes (state pride, style, adventure), approved vocabulary (e.g., "rep," "show your colors," "homestate"), and a "do-not-use" list.
• •Focus on "Pride" and "Connection": Consistently use language that evokes a sense of belonging, local identity, and pride in one's state. Use "we" to build community with customers who share this pride.
• •Incorporate User-Generated Content (UGC): Encourage customers to share photos wearing their State Shades in their home states. Re-sharing this content (with permission) reinforces the community and pride aspects authentically. Use a consistent hashtag.
• •Keep it Visually Consistent: Ensure that the youthful, energetic, and prideful tone in the copy is matched by the imagery and design used across all platforms – bright colors, dynamic shots of people enjoying themselves in state-specific locales.
• •Train Your Team & Review Regularly: Ensure anyone writing copy (website, social media, ads, customer service) understands and applies the brand voice. Periodically review content across all channels to check for consistency and make adjustments as the brand evolves.

Social Perception

Customers who do find and purchase from them likely perceive the brand as a way to express state loyalty or find unique, themed accessories. The brand might be seen as niche, catering to those specifically looking for state-themed sunglasses. The historical association with Penn State might create a positive legacy perception among that specific alumni/fan group.

Copy Examples

• •Headline: Show Your State Colors. Shine Your State Pride. 🕶️ Body: From the California coast to the Texas plains, grab the shades that rep your roots. UV400 protection meets ultimate state style. Shop State Shades now!
• •Social Media Post: Weekend forecast: 100% chance of sunshine and state pride! ☀️ Which state are you repping today? Tag us in your State Shades! #StateShades #MyStateStyle #SunglassSeason
• •Product Description Snippet (e.g., for 'Florida Shades'): Soak up the sunshine with a style as bright as the Sunshine State itself! Our Florida Shades feature [mention specific design element, e.g., vibrant colors, state flag detail] and keep your eyes protected while you rep the 305 to the 904. Get yours and feel the heat!
• •Email Subject Line: Rep Your Roots! New State Shades Just Dropped 🔥 Email Body Snippet: Hey [Customer Name], ready to wear your pride? Our latest collection of State Shades has arrived, featuring fresh designs for [State 1], [State 2], and more! Perfect for game day, beach day, or any day you want to show the world where you come from.
• •Ad Copy (Short): STATE SHADES: Wear Your Pride. See The Difference. UV Protected, State-Inspired Sunglasses. Shop Now!