Brand Tone

aspirational, stylish, and friendly

Brand Values

• •Quality and Craftsmanship
• •Uniqueness and Style
• •Customer Inspiration and Solutions
• •Support for Local/Canadian Made
• •Versatility

Best Practices

• •Focus on Inspiration and Aspiration: Use language that evokes a sense of possibility and beauty. Instead of just describing features, highlight how products can enhance a customer's lifestyle and space. (e.g., "Transform your patio into an oasis" vs. "Durable outdoor chair").
• •Emphasize Uniqueness and Curation: Use words like "unique," "curated," "handpicked," "distinctive," and "statement piece" to reinforce that the products are special and not found everywhere.
• •Maintain a Friendly and Inviting Voice: Use welcoming language, ask questions to engage the audience, and offer help. Even when showcasing high-style items, the tone should remain accessible and not intimidating.
• •Highlight Key Values: Subtly weave in values like "Canadian-made," "quality craftsmanship," or "contemporary design" where relevant to reinforce what the brand stands for.
• •Be Visually Consistent with Copy: Ensure that the tone of the copy aligns with the style of the visuals used on the website and social media. If the images are modern and stylish, the copy should reflect that sophistication while remaining friendly.

Social Perception

As a Go-To Destination for Unique Home and Garden Decor, Supportive of Canadian Craftsmanship, Helpful and Service-Oriented, More Than Just Garden Supplies

Copy Examples

• •Website Banner/Social Media Post: "Elevate your everyday. Discover unique, Canadian-made treasures and contemporary decor that turn your house into a home. #NotJustForTheGarden #HomeStyle"
• •Product Description (e.g., for a unique planter): "More than just a planter, it's a statement piece. Handcrafted to bring a touch of modern elegance to your favourite green space, indoors or out. Let's find the perfect spot for it together! [InspiredDesign #GardenChic]"
• •Instagram Caption (showcasing a styled room): "Dreaming of a space that truly reflects you? From statement furniture to those perfect finishing touches, we're here to help bring your vision to life. What room are you transforming next? ✨ #InteriorInspo #WaterlooDecor #ShopLocalCanada"
• •Email Newsletter Subject Line: "New Arrivals to Inspire Your Spring Refresh! (Plus, a little something special inside...)" * Body Snippet: "Hello [Customer Name], Get ready to welcome the new season with fresh finds from Not Just For The Garden! We've curated a stunning collection of vibrant decor, stylish outdoor pieces, and unique gifts that are anything but ordinary. Find your new favourite today!"
• •Facebook Ad: "Tired of the same old decor? Not Just For The Garden in Waterloo offers a breath of fresh air with unique, quality pieces for your home and garden. From contemporary art to cozy Canadian-made furniture, let's make your space shine! Visit us in-store or online. #UniqueHomeFinds #SupportLocalWR"