Brand Tone

Quirky & Humorous, Friendly & Approachable, Supportive of Local/Independent Artists, Unique & Eclectic

Brand Values

• •Originality & Uniqueness
• •Supporting Local Community & Artists
• •Joy & Delight
• •Customer Service & Engagement
• •Humor & Lightheartedness

Best Practices

• •Embrace the Quirk: Don't be afraid to inject personality and humor into your copy. Use playful language, witty observations, and a touch of irreverence where appropriate.
• •Keep it Friendly and Conversational: Write as if you're talking to a friend. Use contractions, ask questions, and maintain an approachable, down-to-earth style. Avoid overly formal or corporate language.
• •Highlight Uniqueness and Discovery: Emphasize what makes your products and the shopping experience special. Use words like "unique," "curated," "discover," "delightful," and "one-of-a-kind."
• •Showcase Local Pride (Subtly or Overtly): Weave in mentions of San Francisco or the local artists you support. This reinforces your community connection and appeals to customers who value local businesses.
• •Create a Style Guide Snippet for Tone: Develop a short internal guide with "do's and don'ts" for your brand's voice. For example: *Do: Use emojis where appropriate, tell short, amusing anecdotes. Don't: Be sarcastic in a mean-spirited way, use overly complex jargon.* This helps ensure everyone writing for the brand stays consistent.

Social Perception

Positive Customer Experiences, Seen as a Go-To for Unique Gifts, Appreciation for Local Focus, Fun and Engaging

Copy Examples

• •Instagram Post (New Product Arrival): "Warning: May cause spontaneous gift-giving. Our new [Product Name] has landed, and it's ridiculously charming. Don't say we didn't warn your wallet. 😉 #OuterLayer #SanFrancisco #UniqueGifts #QuirkyFinds #ShopLocalSF"
• •Facebook Ad (General Store Promotion): "Is your gift game feeling a bit... beige? Come on down to Outer Layer! We're like a treasure chest, but with less sand and more things that'll make your friends say, 'Where did you GET that?!' Located in the heart of SF. Your dose of delightful weirdness awaits. #OuterLayerSF #GiftIdeas #ContemporaryGifts #SupportLocalArtists #SanFranciscoShopping"
• •Website Banner (Homepage): "Outer Layer: Your official excuse to buy that wonderfully weird thing you absolutely don't need (but kinda do). Explore unique gifts from SF's finest artists and beyond!"
• •Email Subject Line (Sale Promotion): "Our Sale is So Good, It's Almost Suspicious 👀 (But it's real, we promise!)"
• •Product Description (for a funny card): "This card says what we're all thinking. Perfect for your [friend/sibling/coworker] who appreciates a good laugh and questionable life choices. Blank inside for your own brand of genius. #FunnyCards #OuterLayer #GreetingCards #QuirkyHumor"