Brand Tone

Warm & Friendly, Authentic & Genuine, Community-Oriented, Curated & Thoughtful, Slightly Whimsical/Artsy

Brand Values

• •Sustainability & Conscious Consumption
• •Support for Local Artisans & Small Businesses
• •Uniqueness & Individuality
• •Community Building
• •Quality & Craftsmanship
• •Ethical Sourcing

Best Practices

• •Develop a Brand Voice Guide: Document your core values, target audience, and desired tone (warm, authentic, community-focused, curated). Provide examples of "do's and don'ts" for language, grammar, and style.
• •Emphasize Storytelling: Share the stories behind the products – whether it's the history of a vintage piece or the passion of a local artisan. This reinforces authenticity and uniqueness.
• •Use Inclusive and Welcoming Language: Reflect the brand's value of creating a welcoming space in all communications. Address your audience in a friendly, approachable manner.
• •Be Authentic and Transparent: Let the mother-daughter ownership and the passion for curated goods shine through. Share behind-the-scenes content and be open about your sourcing and values.
• •Maintain Visual and Textual Consistency: Ensure that the tone of your copy aligns with your visual branding (logo, colors, imagery). A warm, artisanal visual style should be complemented by equally warm and descriptive text. Use emojis thoughtfully to enhance warmth where appropriate (e.g., on social media).

Social Perception

Customers likely perceive the brand as a charming, local gem offering unique finds and supporting the local creative community. The emphasis on "curated," "handmade," and "secondhand" likely attracts customers who value sustainability, craftsmanship, and distinctive products. The mother-daughter ownership adds a personal touch that can foster a sense of connection and trust. The consistent aesthetic and messaging across platforms create a cohesive and appealing brand image.

Copy Examples

• •✨ Fresh from a local kiln! ✨ These stunning, hand-thrown mugs just landed in the shop, each one with its own unique charm. Imagine cozying up with your favorite warm drink in a piece that tells a story. Supporting our amazing St. Paul makers never looked so good! Come find your new favorite. #ShopMarigoldMN #HandmadeHome #SupportLocalArt #StPaulFinds #UniqueGifts
• •Hello, Sunshine! ☀️ Our latest collection of curated secondhand treasures and vibrant handmade goods is here to brighten your days. Discover unique pieces for your home and wardrobe that are as special as you are. Shop consciously, live beautifully. #MarigoldMagic #SecondhandStyle #HandcraftedGoodness
• •Time traveler alert! 🕰️ This dreamy vintage dress just twirled its way into Shop Marigold. Imagine the stories it could tell! We love giving beautiful, pre-loved pieces a new chapter. Come explore our carefully selected vintage apparel and find a unique gem that speaks to you. #VintageFashion #ShopMarigold #SustainableStyle #StPaulBoutique #CuratedCloset
• •A little peek into a day at Marigold! 🌿 From unboxing new handmade goodies to helping you find that perfect, unique piece – we love what we do! Come say hi and discover something special. ✨ #ShopMarigoldCo #SmallBizLove #MotherDaughterOwned #StPaulMN #HandmadeAndVintage
• •Meet the Maker! This month, we're thrilled to feature the incredible work of [Artisan's Name], the talent behind our beloved [Product Type]. Each piece is crafted with so much heart right here in our community. Read their story on the blog and discover why we adore their creations! #CommunityLove #ShopLocal #MarigoldStories