Brand Tone

Proud & Passionate, Community-Oriented & Inclusive, Authentic & Local, Friendly & Approachable, Enthusiastic

Brand Values

• •State Pride
• •Community
• •Authenticity
• •Quality
• •Expression

Best Practices

• •Develop a Brand Voice Guide: Document the key elements of RepresentPA's tone (Proud, Community-Oriented, Authentic, Friendly, Enthusiastic) with examples of "do's and don'ts" for language, specific phrases, and overall style.
• •Always Emphasize "PA Pride": Ensure that the core message of Pennsylvania pride is woven into most communications, whether subtly or overtly. This is the brand's anchor.
• •Use Inclusive and Community-Focused Language: Employ terms like "PA fam," "fellow Pennsylvanians," "our community," and encourage user interaction and sharing to foster a sense of belonging.
• •Incorporate Authentic PA Lingo and References (where appropriate): Using local slang, referencing well-known PA traditions, or highlighting local landmarks can enhance authenticity, but ensure it's understood by the target audience.
• •Maintain Enthusiasm and Positivity: Keep the language upbeat, positive, and passionate about Pennsylvania. This infectious enthusiasm will resonate with customers who share the same pride.

Social Perception

Positive Association with PA Pride, Appreciation for Design & Quality, Community Hub, Potential for Confusion

Copy Examples

• •Headline (Website/Social Media): "Wear Your Keystone Heart on Your Sleeve. Shop RepresentPA & Show Your PA Pride!" Body: From the Poconos to Philly, from Erie to Pittsburgh – we're all about that Pennsylvania spirit. Grab your new favorite tee and let everyone know where your roots run deep. #RepresentPA #PennsylvaniaProud
• •Instagram Post: (Image: Customer wearing a RepresentPA hat at a PA landmark) Caption: "PA adventures look good on you, [tag customer if applicable]! Nothing beats exploring the beauty of our state. Where are you representing PA today? Tag us in your photos! #KeystoneState #PAPride #PennsylvaniaAdventures #RepresentYourRoots"
• •Product Description (for a new t-shirt with a local slang term): "Yinz asked, we delivered! Our new '[Local Slang Term]' tee is here. Perfect for showing off your authentic PA speak. Soft, comfy, and 100% Pennsylvania proud. Get yours before they're gone!"
• •Facebook Ad: Headline: "More Than Apparel. It's a Statement. It's RepresentPA." Body: Looking for the perfect way to show your love for Pennsylvania? Our latest collection has just dropped, filled with designs that celebrate everything that makes PA unique. Click to shop now and join the RepresentPA family! #ShopLocalPA #PennsylvaniaLove
• •Email Subject Line: "Hey PA Fam! Fresh Styles Just Dropped to Show Your Pride!" Email Body Snippet: "Get ready to represent! We've just added some awesome new designs to our collection, celebrating the heart and soul of Pennsylvania. From iconic landmarks to that classic PA grit, find your new favorite way to show where you come from..."