Brand Tone

Authentic, Communal, and Proud

Brand Values

• •Regional Pride
• •Community
• •Authenticity
• •Simplicity

Best Practices

• •Speak Like a Local: Use language and references that resonate specifically with the Southern Illinois community. Mention local landmarks, traditions, and inside jokes to maintain authenticity.
• •Center Everything on "Pride": The core emotional driver for the brand is pride. Every piece of copy, from product names to social media captions, should reinforce the idea of being proud of one's roots.
• •Keep it Simple and Direct: The brand's tone is not overly corporate or artistic; it's down-to-earth. The copy should be straightforward, friendly, and easy to understand, like a conversation with a neighbor.
• •Foster Community Interaction: Actively ask questions and encourage user-generated content (e.g., "Show us how you rep the 618!") to reinforce the brand's community-focused value.
• •Be Consistent Across Channels: The casual, proud, and communal tone used on the website should be identical in emails and social media posts to create a unified and recognizable brand voice.

Social Perception

Within its community, it is perceived as a local brand that champions regional identity. It is seen as a way for people to visibly express their connection to and pride in their hometown. The brand is for locals, by locals, and its perception is intrinsically tied to the community's own self-image.

Copy Examples

• •Wear Your Hometown. The Official Spirit of the 618.
• •From the river to the farmlands, the 618 is more than an area code—it's home. Our new [Product Name] tee is made with the hardworking pride of Southern Illinois. Grab yours and show them where you're from.
• •Game day, bonfire, or just a trip to the local BBQ joint—we've got you covered. What makes you proud to be from the 618? Let us know in the comments! #Soe618 #SouthernIllinois #HometownPride
• •Rep the 618: New Arrivals Are Here!
• •Soe618 isn't just a brand; it's a statement. Born from the hardworking, fun-loving spirit of Southern Illinois, our gear is for everyone who proudly calls the 618 home.