Brand Tone

Friendly & Approachable, Community-Focused & Inclusive, Playful & Authentic, Conscious & Thoughtful, Supportive & Uplifting

Brand Values

• •Inclusivity + Community Care
• •Intentional Living
• •Eco-Conscious Practices
• •Supporting Independent Makers & Local Artists
• •Authenticity & Joy

Best Practices

• •Embrace "Friendly & Approachable" Language: Use warm, conversational language. Address the audience directly (e.g., "you," "we"). Don't be afraid to use gentle humor or "cute" descriptors where appropriate, reflecting the brand's personality.
• •Highlight "Community & Connection": Regularly mention and celebrate local artists, Canadian makers, and the Toronto community. Share stories behind the products and the people who create them to foster a sense of connection.
• •Infuse "Authenticity & Playfulness": Let the genuine passion for the products and the brand shine through. On platforms like TikTok, maintain a personal and sometimes playful touch. Authenticity builds trust and resonates with the audience.
• •Communicate "Core Values" Subtly and Explicitly: Weave in messages about intentional living, eco-consciousness, and inclusivity. This can be through dedicated posts or by highlighting these aspects when describing products or the shop's ethos.
• •Maintain a "Positive & Uplifting" Voice: Even when discussing serious values like sustainability or community support, frame the message in an optimistic and encouraging way. Focus on the joy of thoughtful consumption and the positive impact of supporting small businesses.

Social Perception

A "Go-To" for Unique Gifts and Cards, Supportive of Local Community & Small Businesses, Friendly and Welcoming, Curated & Thoughtful Selection, "Cute" and Charming

Copy Examples

• •Instagram Post (New Arrival - Handmade Mugs): Morning coffee just got a little cozier! ☕✨ Say hello to these stunning, hand-thrown mugs from [Local Artist Name], new in at Scout. Each one is unique, just like the wonderful hands that crafted them. Perfect for slow sips and mindful moments. Swing by Roncy or Leslieville to find your new favourite, or tap to shop online! #iheartscout #MadeInCanada #SupportLocalArtists #ThoughtfulGifting #CozyVibes
• •Facebook Ad (Promoting Gift Collection): Looking for a gift that truly says 'you're special'? ✨ At Scout, we fill our shelves (and our hearts!) with unique treasures from independent makers. From charming stationery to eco-friendly home goods, find something that sparks joy and tells a story. Shop consciously, gift thoughtfully. Visit us in Toronto or explore online! #ScoutToronto #GiftIdeas #ShopSmall #IntentionalLiving #UniqueGifts
• •TikTok Video Script (Store Tour/Highlight): (Upbeat, friendly music) Hey Scout fam! Leah here 👋 Just wanted to share a little peek at what's new and making us smile in the shop this week! So many cute cards for every occasion [shows card wall], gorgeous new candles that smell like a dream [shows candles], and some amazing pieces from our talented local makers [highlights a specific product]. Come say hi in Roncy or Leslieville – we love seeing your faces (and your furry friends are always welcome! 🐾)! #iheartscout #TorontoGiftShop #SmallBizLove #CuteStuff #ShopLocalTO
• •Website Banner (Homepage): Thoughtfully Curated Goods for a Joyful Home & Lifestyle. Discover unique finds from independent makers, chosen with love and care. Welcome to Scout – where every item has a story. #ConsciousShopping #CommunityLove #EcoFriendlyFinds
• •Email Newsletter Snippet (Highlighting Eco-Conscious Products): Live lightly, gift beautifully. 🌿 This month, we're shining a spotlight on our favourite eco-conscious goodies that help you (and our planet!) feel good. From reusable essentials to sustainably made treasures, discover items that align with your values without compromising on charm. Because caring for our community and Earth is always in style at Scout. #EcoConsciousLiving #SustainableGifts #ScoutValues #WasteFree