Brand Tone

Thoughtful, Curated, Warm, Welcoming, Passionate, Story-Driven, Community-Oriented, Supportive, Authentic, Genuine, Inclusive

Brand Values

• •Quality & Craftsmanship
• •Support for Small & Local Businesses
• •Uniqueness & Discovery
• •Customer Connection & Service
• •Storytelling
• •Community Engagement
• •Sustainability/Ethical Considerations

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of your brand voice (e.g., warm, knowledgeable, story-focused, community-centric) and provide examples of do's and don'ts. Share this with anyone creating content.
• •Always Tell a Story: Whether it's about the product, the maker, or the inspiration behind an item, weave narratives into your copy to connect emotionally with your audience and reinforce your 'story-driven' value.
• •Emphasize 'Thoughtfully Curated': Consistently use language that reflects the care and intention behind your product selection. Words like 'handpicked,' 'selected,' 'discovered,' and 'artisanal' can reinforce this.
• •Highlight Local & Maker Connections: Whenever possible, mention if a product is locally made, Canadian-made, from a small batch, or by a specific artisan. This reinforces your community and support values.
• •Maintain a Warm and Inclusive Language: Use welcoming, friendly, and approachable language that makes everyone feel included, aligning with the reported customer experience and the brand's aim to cater to all. Avoid overly technical jargon and opt for clear, heartfelt communication.

Social Perception

Highly Positive, A 'Go-To' for Gifts, Trusted Curators, Community-Focused, Appreciation for Exclusivity

Copy Examples

• •Instagram Post (New Arrival - Local Artisan): "Meet the hands behind these beautiful, hand-thrown mugs! ✨ We're so thrilled to welcome [Artisan's Name/Brand] to the Public Mercantile family. Each piece is crafted with love right here in [City/Region], telling a story of local talent and timeless design. Perfect for your morning coffee or as a thoughtful gift. Come see the collection in-store and online! #SupportLocal #ArtisanMade #ThoughtfullyCurated #[YourCity]Shops"
• •Website Product Description (for a We Say Oui skincare item): "Nourish your skin from the inside out with our very own We Say Oui [Product Name]. Lovingly created by our founders, Metka & Michelle, this [product type, e.g., luxurious face oil] is small-batch, Canadian-made, and packed with [key ingredients like 'organic botanicals' or 'nourishing shea butter']. Because self-care should feel as good as it looks. Discover the glow. ✨ #WeSayOui #NaturalSkincare #MadeInCanada #SelfCareSunday"
• •Facebook Post (Highlighting a Brand Value): "At Public Mercantile, 'thoughtfully curated' isn't just a tagline – it's our promise. We believe in connecting you with goods that have a story, supporting talented makers, and bringing a little extra joy into your everyday. From sustainable homewares to ethically crafted accessories, every item is chosen with care, for you and yours. Thank you for being part of our community! ❤️ #PublicMercantile #ShopSmall #[YourCity]Boutique #EthicalGoods #CommunityLove"
• •Email Newsletter Snippet (Seasonal Collection): "Welcome the new season with pieces that inspire. Our latest collection is a celebration of cozy textures, warm hues, and the unique stories of the artisans we partner with. Discover hand-poured candles that tell a tale of far-off places, ethically sourced knitwear perfect for crisp mornings, and home accents that make your space truly yours. Find your new favourite something at Public Mercantile. #NewCollection #SeasonalStyle #CuratedForYou #ShopThoughtfully"
• •Pinterest Pin Description (Gift Guide): "Searching for that perfect, heartfelt gift? Our curated collection of unique finds has something special for everyone on your list. From locally designed jewelry to small-batch apothecary and beautifully crafted homewares, give a gift with a story this year. Explore our gift guide and support makers who pour their passion into every piece. #GiftIdeas #UniqueGifts #SupportSmallBusiness #PublicMercantileGifts #ThoughtfulGiving"