Brand Tone

Proud, Authentic, and Community-Focused

Brand Values

• •Community
• •Authenticity
• •Pride & Patriotism
• •Support & Economic Empowerment
• •Preservation

Best Practices

• •Use "Community" as a Compass: Frame messaging around shared experiences and collective identity. Use words like "we," "our," and "together" to reinforce that the brand belongs to the community, not just the company.
• •Tell Authentic Stories, Not Just Sell Products: Connect every item to a narrative. A t-shirt isn isn't just cotton; it isn't the unofficial uniform of the county fair. A hat isn isn't just for shade; it isn's for the farmer isn's market regular. Highlighting these authentic stories will resonate more than listing product features.
• •Speak Plainly and Honestly: The brand isn's voice is that of a trusted neighbor. Avoid overly polished marketing-speak. Keep the language direct, simple, and heartfelt to maintain authenticity.
• •Anchor in Core Values: Ensure that every piece of copy, whether a tweet or a product description, reflects at least one of the core values: Community, Pride, Authenticity, or Support. This ensures consistency and reinforces the brand isn's purpose-driven identity.
• •Champion Your Customers: Make user-generated content (UGC) a cornerstone of the content strategy. Featuring real customers in their element is the most powerful form of social proof. It validates the brand isn's message and makes the community the hero of the story.

Social Perception

Small Town Locals is perceived by its audience as more than an apparel line; it is a lifestyle brand and a movement. Customers see it as a "badge of honor" that represents their values and identity. The brand is viewed as a genuine advocate for a demographic that values tradition and community. This has cultivated a loyal following that feels a strong emotional connection to the brand isn's mission of celebrating and sustaining the vitality of small towns across the nation.

Copy Examples

• •More than a hat. It's a nod to where you come from and the values you carry. Built durable for long days and early mornings. Our new collection is here. Wear your story. #SmallTownLocals #HometownProud #MadeForThis
• •From the Friday night football games to the wave you get from a passing truck, some things just mean more. We’re more than a brand; we're a celebration of the communities that build us. Every purchase helps support our mission to invest back into small towns. Join us.
• •Wear Your Roots. Apparel for the Proudly Local.
• •It's not just a brand. It's a feeling.
• •A Little Piece of Home.