Brand Tone

Authentic, Proudly Local, Rugged/Resilient, Approachable/Community-Oriented, Slightly Edgy/Independent

Brand Values

• •Local Identity & Pride: Championing Yakima and its unique character.
• •Originality & Authenticity: Creating unique designs rooted in genuine local culture.
• •Resilience & Toughness: Reflecting the spirit of the yak and the ability to thrive in diverse environments.
• •Community Connection: Fostering a sense of belonging among those connected to Yakima and the brand.
• •Adventure & Outdoors: Encouraging an appreciation for the natural surroundings and an active lifestyle.

Best Practices

• •Always Root in "Yakima": Ensure that the local identity and pride are subtly or overtly present in most communications. Use local landmarks, slang (if appropriate and authentic), or cultural references.
• •Embrace the "Tough but Approachable" Duality: Balance rugged, resilient language with a friendly, community-oriented voice. Avoid being overly aggressive or, conversely, too generic.
• •Speak Authentically: Use language that feels genuine and true to the brand's origins. Avoid corporate jargon or overly polished marketing speak that might alienate the core audience.
• •Highlight Originality and Independence: Emphasize the unique designs and the brand's independent spirit. Use words that convey creativity, uniqueness, and a departure from the mainstream.
• •Visual-Verbal Alignment: Ensure that the copy consistently complements the visual style (rugged, outdoor, urban-local). The words should evoke the same feelings as the images. For instance, if an image shows someone hiking, the copy should reflect adventure and resilience.

Social Perception

NewYakCity is perceived as a creative and authentic local brand that successfully captures the spirit of Yakima. Customers and the local community often express pride in the brand for representing their area with unique and stylish apparel. It's seen as more than just a clothing line; it's a form of local expression and identity. The designs, particularly the "Yak-Head," are recognizable and serve as a symbol of local affiliation. The brand is generally viewed positively, with appreciation for its designs, quality, and commitment to its local roots.

Copy Examples

• •Headline for a new t-shirt: "Yakima Born. Street Bred. Wear Your Wild."
• •Instagram caption for a hoodie shown in an outdoor setting: "From the alleys of Yakima to the peaks of the Cascades, our [Hoodie Name] is built for wherever your grit takes you. Tough enough for the wild, cool enough for the city. #NewYakCity #YakimaProud #BuiltForIt"
• •Facebook post announcing a local event participation: "NewYakCity is hitting the [Event Name] this weekend! Come find our booth, grab some fresh gear, and share some Yakima stories. We're all about our community. See you there! #YakTown #ShopLocalYakima #NewYakCity"
• •Product description for a new hat: "Top off your look with the genuine spirit of the Yak. Our latest [Hat Name] isn't just headwear; it's a statement. Crafted for the everyday grind and the weekend escape. Real. Raw. Yakima."
• •Short Twitter/X post: "Unapologetically Yakima. New designs just dropped. Gear up and represent. [Link to website] #NewYakCity #YakimaStyle #OriginalYak"