Brand Tone

Proud & Local, Nostalgic, Authentic, Supportive & Enthusiastic, Community-Focused

Brand Values

• •Community Connection
• •Preservation of History & Legacy
• •Local Pride
• •Authenticity
• •Quality

Best Practices

• •Always Emphasize "Buffalo" and Local Connection: Use terms like "Western New York," "City of Good Neighbors," specific neighborhood names (where appropriate), and highlight the local relevance of products.
• •Leverage the "News" Angle: Remind customers of the store's connection to The Buffalo News for authenticity and historical context. Phrases like "From the Archives of The Buffalo News" or "As Seen In The Buffalo News" can be powerful.
• •Speak the Language of the Fans: When writing about sports merchandise, use enthusiastic and passionate language that resonates with dedicated fans (e.g., "Go Bills!", "Sabres Spirit").
• •Evoke Nostalgia and Pride: Use descriptive language that taps into fond memories and the strong sense of local identity. Highlight heritage, tradition, and shared history.
• •Maintain Clarity and Trust: While being evocative, ensure the copy is clear, straightforward about the products, and maintains the trustworthy image associated with The Buffalo News. Avoid overly complex or ambiguous language.

Social Perception

A niche retailer for Buffalo enthusiasts, An extension of The Buffalo News, A provider of unique gifts, A way to support local, Reliable

Copy Examples

• •Headline: "Relive Buffalo's Greatest Moments. Own a Piece of History." Body: "From championship wins to landmark events, The Buffalo News was there. Explore our collection of historic headline photos and front page puzzles, and bring Buffalo's legacy home."
• •Headline: "Bleed Blue & Red? Gear Up with Official Sabres & Bills Merch!" Body: "Show your true colors! The Buffalo News Store is your home for authentic Buffalo Sabres and Buffalo Bills apparel, collectibles, and fan essentials. Shop now and roar with pride!"
• •Headline: "The Perfect Gift for Every Buffalonian, Near or Far." Body: "Looking for a unique Buffalo-themed gift? From stunning city prints to cozy apparel and fascinating local history books, find something special that says 'Buffalo' at The Buffalo News Store."
• •Headline: "More Than a Newspaper. It's Our City's Story." Body: "The Buffalo News Store brings you closer to the stories, triumphs, and spirit of Western New York. Discover exclusive items that celebrate our vibrant community and heritage."
• •Headline: "Deck Your Walls with Buffalo Pride. Explore Local Art & Prints." Body: "Transform your space with beautiful prints of Buffalo landmarks and iconic moments. Curated by The Buffalo News Store, these pieces are a tribute to the city we love."