Brand Tone

Friendly and Approachable, Helpful and Celebratory, Community-focused, Potentially Humorous/Playful

Brand Values

• •Celebration of Special Moments
• •Variety and Choice
• •Customer Service
• •Quality
• •Community Connection
• •Possible eco-consciousness

Best Practices

• •Create a Brand Voice Guide: Document the desired tone (e.g., friendly, celebratory, helpful, a touch of humor), key vocabulary, and phrases to avoid. Share this with anyone creating content.
• •Focus on the Customer's "Why": Frame copy around the customer's need to celebrate, connect, or show appreciation. Emphasize the joy and positive emotions associated with their products.
• •Use Inclusive and Positive Language: Ensure copy is welcoming to all and maintains an upbeat, encouraging feel. Avoid jargon or overly formal language.
• •Incorporate Storytelling (where appropriate): Briefly share how a product can enhance a special occasion or create a happy memory. For example, "Imagine their smile when they open this..."
• •Be Authentic and Relatable: Especially if using a more personal approach (like "Captain Cardman" on Instagram), let genuine enthusiasm for celebrations and connecting people shine through. Share customer stories or staff picks to build relatability.

Social Perception

Positive for Specific Products, Local Go-To for Occasions, Potential for Online Anonymity/Confusion, Trustworthy (for e-commerce)

Copy Examples

• •Website Homepage Banner: "Making every moment special! From birthdays to 'just because,' find the perfect card and gift at That Card Shop. Your one-stop celebration station!"
• •Social Media Post (New Product): "Hip, hip, hooray! Our new range of quirky anniversary cards has just landed! Pop into your local That Card Shop or browse online to find a unique way to say 'I love you.' #ThatCardShop #Anniversary #SpecialMoments #GiftIdeas"
• •Email Newsletter Subject: "Don't Forget! 🎉 Birthdays, Balloons & Brilliant Gifts Inside! Body Snippet: Got a special day circled on the calendar? We're here to help you make it unforgettable! Explore our latest arrivals, from heartfelt cards to fun party essentials. Let's get the party started!"
• •In-Store Signage: "Celebrating something? Or someone? Let us help you find the perfect way to show you care! Our friendly team is always here with a smile and great suggestions."
• •Product Description (Humorous Card): "Warning: May cause uncontrollable laughter! This cheeky card is perfect for the friend who appreciates a good giggle. Blank inside for your own witty message (no pressure!). #FunnyCards #JustBecause #ThatCardShopLaughs"