Brand Tone

Aspirational & Evocative, Friendly & Appreciative, Chic & Fashion-Conscious, Playful & Joyful

Brand Values

• •Quality & Craftsmanship
• •Attainable Luxury/Style
• •Joy & Self-Expression
• •Community & Connection
• •Inspired by Location (Florida Gulf Coast/Sarasota)

Best Practices

• •Create a Tone of Voice Guide: Document the key characteristics of your brand's voice (e.g., "aspirational yet friendly," "chic but playful," "evocative and descriptive"). Provide examples of "do's and don'ts" for language.
• •Develop Core Messaging Pillars: Identify 3-5 key messages or themes that consistently reflect your brand values (e.g., "Effortless Resort Elegance," "Joyful Self-Expression," "Sarasota-Inspired Quality"). Ensure copy aligns with these pillars.
• •Use a Consistent Vocabulary: Curate a list of words and phrases that align with the brand's personality (e.g., "vibrant," "sun-kissed," "statement," "chic," "carefree," "elevated," "playful," "Gulf Coast"). Conversely, note words to avoid.
• •Focus on Storytelling and Evocative Language: Instead of just listing product features, paint a picture. Describe the feeling or lifestyle the products enable, appealing to the customer's aspirations (e.g., "imagine the warm sand between your toes as these earrings catch the sunlight").
• •Maintain Visual-Verbal Harmony: Ensure the tone of the copy complements the visual aesthetic of the brand (as seen on the website, Pinterest, and product imagery). The words should feel like a natural extension of the images, reinforcing the overall brand perception.

Social Perception

Positive & Desirable, Associated with Resort/Vacation Lifestyle, Good Gift Items, Trusted & Reputable (among retailers)

Copy Examples

• •Headline: Channel the Sarasota Sunshine. Discover jewelry that feels like a permanent vacation. Body: Our latest collection is here, dripping with the vibrant colors of the Gulf Coast and the relaxed elegance of seaside living. Find your perfect statement piece and carry that carefree resort feeling with you, wherever you go. #StArmandsDesigns #ResortWear #StatementJewelry
• •Product Description (for tassel earrings): Meet your new happy-hour heroes! These playful tassel earrings dance with every turn, bringing a splash of vibrant color and effortless chic to your favorite outfits. Lightweight and oh-so-fun, they're your instant ticket to that sun-kissed, joyful vibe. Crafted with love in Sarasota.
• •Instagram Caption (with a lifestyle image): Golden hour glow, courtesy of salty air and our new [Product Name] earrings. ✨ Embrace the art of elevated resort style and let your accessories tell a story of sun, sea, and endless summers. What's your favorite St. Armands Designs piece to escape in? #FloridaStyle #VacationVibes #JewelryLover
• •Email Subject Line: Just In: Your Dose of Sunshine & Style from St. Armands Designs! Body Snippet: Dreaming of your next getaway? Let our new arrivals transport you. Inspired by the radiant beauty of Sarasota's shores, each piece is designed to make you feel effortlessly chic and joyful. Explore the collection and find a little piece of paradise...
• •About Us Snippet (for a social media bio): St. Armands Designs of Sarasota: Crafting resort-ready statement jewelry inspired by the vibrant spirit of Florida's Gulf Coast. Attainable style, designed to bring a touch of sunshine to your everyday. ✨ #MadeInSarasota #ResortStyle