Brand Tone

Warm, Thoughtful, Artistic, Community-Focused, Elegant & Understated

Brand Values

• •Quality & Thoughtful Design
• •Beauty & Inspiration
• •Community & Connection
• •Authenticity & Personal Touch
• •Resilience & Commitment

Best Practices

• •Develop a Brand Voice Guide: Document the identified tone (Warm, Thoughtful, Artistic, Community-Focused, Elegant & Understated) with examples of "do's and don'ts" for word choice, sentence structure, and overall feeling. This ensures anyone writing for the brand is aligned.
• •Emphasize Storytelling: Connect with the "why" behind Small Mercies – the mother-daughter founding, travel inspiration, the desire to create an oasis. Weave these narrative elements into product descriptions, social media captions, and "About Us" sections to reinforce authenticity and personal touch.
• •Use Sensory and Evocative Language: Appeal to the senses. Describe the "aroma of coffee," the "texture of a hand-thrown pot," the "delicate sparkle of a gemstone." This enhances the "artistic" and "inspired" aspects of the brand.
• •Maintain a Consistent Visual and Verbal Aesthetic: Ensure the copy's tone matches the visual identity (clean, minimalist, beautiful). If the visuals are understated and elegant, the copy should mirror this rather than being loud or overly casual.
• •Engage with the Community Authentically: When responding to comments or messages, and in community-focused posts, maintain the warm, appreciative, and inviting tone. Reflect the brand’s value of connection in all interactions.

Social Perception

A Cherished Local Gem, An Oasis/Escape, Curated & High Quality, Instagrammable/Aesthetic

Copy Examples

• •Unveiling tiny treasures, crafted with heart. ✨ Our latest collection of demi-fine necklaces has arrived, each piece telling a story of thoughtful design and quiet elegance. Find your new everyday sparkle in-store and online. #SmallMercies #ThoughtfulDesign #JewelleryLove #WinnipegLocal
• •Your midweek moment of beauty awaits. Step into Small Mercies, wander through curated finds, and let the aroma of freshly brewed coffee from Saint's Cafe envelop you. We’ve created this space to be your little oasis in the city. Come say hello. ☕️🌸 #SmallMerciesCo #SaintsCafe #WinnipegCafe #ShopLocalWpg #FindYourOasis
• •Small Mercies: A curated collection of jewellery, flowers, books, and thoughtful lifestyle goods. Discover beauty, find inspiration, and enjoy a quiet moment in our little corner of Winnipeg. [Shop Now] [Visit Our Café]
• •Bring the outside in with our fresh and dried floral arrangements. Each bloom is chosen with care, ready to add a touch of natural artistry to your space. Because sometimes, it’s the small mercies that brighten the everyday. Order yours for delivery or pickup. #ArtistryInBloom #FlowerLove #SmallMerciesFloral
• •(Image: A cozy corner of the shop with sunlight streaming in) Text: More than just a shop, it’s a feeling. We’re so grateful for our incredible community and the chance to share these small mercies with you every day. Thank you for being part of our story. ❤️ #CommunityLove #OsborneVillage #SmallMerciesStory #Winnipeg