Brand Tone

Authentic, Proud & Passionate, Community-Oriented, Knowledgeable & Curatorial, Resilient & Enduring, Approachable & Welcoming

Brand Values

• •Detroit Pride: Celebrating and promoting the city of Detroit is at the core of everything they do.
• •Authenticity & Localism: Prioritizing products made by Detroit artists and goods that genuinely represent the city.
• •Urban Revitalization & Community Building: Actively contributing to the vibrancy and economic health of downtown Detroit.
• •Preservation & Appreciation of Heritage: Highlighting and educating on Detroit's rich history, architecture, and culture.
• •Quality & Craftsmanship: Offering well-made goods that reflect the spirit of Detroit.
• •Customer Connection & Service: Aiming to provide an excellent experience for those who share a love for Detroit.

Best Practices

• •Always Lead with Detroit Pride: Every piece of copy should, in some way, reflect a genuine love and appreciation for the city of Detroit, its history, culture, or people.
• •Emphasize Authenticity and Local Connection: Highlight 'Detroit-made,' 'local artists,' or the genuine connection of products and experiences to the city.
• •Use Inclusive and Welcoming Language: Speak to both long-time Detroiters and curious visitors, making everyone feel part of the city's story.
• •Incorporate Storytelling: Share anecdotes about Detroit's history, the significance of landmarks, or the inspiration behind products to create a deeper connection.
• •Maintain a Passionate and Knowledgeable Voice: Write with enthusiasm and authority, showcasing a deep understanding and appreciation for all things Detroit.

Social Perception

Pure Detroit is widely perceived as a genuine ambassador for the city. Customers and the public see the brand as a reliable source for authentic Detroit-themed merchandise and experiences. It's viewed as a business that genuinely cares about and invests in the local community and its heritage. There's a strong positive association with their efforts to showcase Detroit's architectural gems through tours. The brand is respected for its longevity and its role in Detroit's retail landscape, often described as 'Detroit's Original Culture Shop.' Pure Detroit is seen as more than just a retail store; it's a cultural institution that embodies the spirit and resilience of Detroit.

Copy Examples

• •Headline: Pure Detroit: Wear Your City's Story. Body: From the Fisher Building's grandeur to the heart of the 313, our gear is more than apparel – it's a piece of Detroit's soul. Shop authentic. Live Detroit.
• •Headline: Built in Detroit. For Detroit. By Detroit. Body: For over 20 years, Pure Detroit has celebrated the artists, landmarks, and unshakeable spirit of our city. Discover goods that tell the true Detroit story.
• •Headline: More Than a Souvenir. It's a Statement. Body: Take home an authentic piece of Detroit. From locally crafted goods to iconic city tees, find something that speaks to your Detroit pride.
• •Headline: Explore Detroit's Legacy. One Landmark at a Time. Body: Join our renowned architectural tours and uncover the stories etched into the city's most iconic buildings. Book your Pure Detroit tour today and see the beauty that defines us.
• •Headline: The Heartbeat of Detroit, Since 1998. Body: We're passionate about this city – its history, its future, its people. Pure Detroit is your connection to the authentic spirit of Detroit. Come share the love.