Brand Tone

Friendly and Welcoming, Sassy and Humorous, Enthusiastic and Positive, Approachable and Affordable, Southern Charm

Brand Values

• •Happiness and Joy
• •Customer Connection
• •Authenticity and Personality
• •Affordability and Accessibility
• •Resilience and Dreams
• •Supporting Women
• •Local Pride

Best Practices

• •Embrace "Happy" and "Sassy": Inject positivity, warmth, and a touch of playful wit into all communications. Use exclamation points judiciously to convey enthusiasm.
• •Speak Like a Friend (with Southern Charm): Use approachable, conversational language. Incorporate Southern colloquialisms or a warm, hospitable tone naturally where appropriate (e.g., "y'all," "sweet tea weather").
• •Highlight the "Why": Connect products back to the core value of bringing joy, making someone's day, or celebrating life with a bit of sass.
• •Be Authentic to the Founder's Voice: Since the brand is closely tied to Jackie Rice's personality, ensure the copy reflects her "sassy zest for life" and commitment to affordable, inclusive style.
• •Keep it Concise and Engaging for Social Media: Especially on platforms like TikTok and Instagram, use short, punchy copy with relevant hashtags and clear calls to action. Let the visuals do a lot of the talking, supported by a caption that enhances the brand's personality.

Social Perception

A Go-To Gift Shop, Cute and Trendy, Positive and Uplifting, Founder-Driven, Community-Oriented

Copy Examples

• •Instagram Post for a New Dress: "Warning: May cause excessive compliments! 😉 Our new [Dress Name] just dropped, and she's ready to make your Southern charm shine even brighter. Affordable, adorable, and oh-so-you! Tap to shop before she sashays away! #HappySoutherner #SouthernStyle #BoutiqueFinds #AffordableFashion"
• •Facebook Ad for Sassy Mugs: "Your coffee called, it's bored. ☕️ Spice up your mornings (or hide your Monday mood) with our new collection of sassy mugs! Guaranteed to make you smile (or at least snort a little). Shop gifts that get your humor at TheHappySoutherner.com! #SassyGifts #HappySoutherner #CharlestonShopping #GiftIdeas"
• •Website Banner for a Sale: "Treat Yo' Self, Y'all! 🎉 Get [XX]% OFF all [Category, e.g., jewelry] this week only! Because a little sparkle makes every Southern day happier. Shine on! #Sale #SouthernJewelry #HappyDeals #TheHappySoutherner"
• •TikTok Video Caption (showing off a quirky gift item): "Officially the cutest (and maybe a lil' bit sassy) gift you'll find in Charleston today! 😉 Come see what all the happy fuss is about at The Happy Southerner in Mt. Pleasant or tap the link in bio! #MtPleasantSC #CharlestonGifts #UniqueFinds #HappySoutherner #ShopLocal"
• •Email Subject Line for New Arrivals: "Hey Sunshine! ☀️ Your dose of happy (and cute new arrivals!) just landed at The Happy Southerner!"