Brand Tone

Proud & Passionate, Nostalgic, Community-Oriented & Friendly, Authentic & Genuine, Slightly Humorous/Witty (implied)

Brand Values

• •Minnesota Heritage & Culture
• •Community
• •Nostalgia
• •Authenticity
• •Quality
• •Exclusivity
• •Family Values

Best Practices

• •Develop a 'Minnesota Voice' Guide: Internally document key phrases, common Minnesota colloquialisms (if appropriate for the specific copy), and the 'do's and don'ts' of your brand language. This ensures everyone writing copy is aligned.
• •Embrace Storytelling: Focus on the stories behind the designs, the local inspirations, and the community connections. This naturally infuses authenticity and nostalgia.
• •Stay True to Minnesota Roots: Consistently incorporate elements that resonate with Minnesotans – local landmarks, cultural references, shared experiences, and state pride.
• •Engage with the Community (and let it show in your copy): Reference local events, partnerships, or customer stories. This reinforces the community-oriented value and tone. Use user-generated content when possible and credit locals.
• •Balance Pride with Humility (The 'Minnesota Nice' Factor): Be proud of Minnesota and the brand, but avoid overly boastful or arrogant language. A touch of warmth, friendliness, and perhaps subtle self-deprecating humor (where appropriate) can resonate well.

Social Perception

Local Pride Embodiment, Niche & Culturally Connected, Community Supporter, Quality Apparel Provider, The brand taps into the 'Minnesota nice' identity, which can encompass politeness, reservation, and community-mindedness.

Copy Examples

• •Headline: Wear Your Minnesota Story. Lakelife to City Lights. Body: From the cabin to the concert, The Minnesotan gear is more than just apparel – it's a piece of home. Crafted with pride, designed for every Minnesotan. #MinnesotaTrue Tone: Proud, Inclusive, Authentic
• •Headline: Remember That One Time Up North? We Do Too. Body: Our latest collection is a nod to those unforgettable Minnesota moments. Cozy up in threads that feel like a warm hug from an old friend. Explore the nostalgia. #MinnesotaMemories #UpNorth Tone: Nostalgic, Friendly, Warm
• •Headline: Uff Da! It's More Than a Saying, It's a Lifestyle. Body: Get your official 'Uff Da' gear and show the world your Minnesota spirit. Built for comfort, designed for laughs, and perfect for your next hotdish potluck. Shop now, you betcha! #UffDa #MinnesotaProud Tone: Humorous (Minnesota-specific), Authentic, Community-Oriented
• •Headline: More Than a Store. We're The Minnesotan. Body: Rooted in White Bear Lake, we're passionate about celebrating our state's heritage, one design at a time. Family-owned, community-driven, and Minnesota-inspired. Come say hi! #ShopLocalMN #MinnesotaCommunity Tone: Community-Oriented, Proud, Authentic
• •Headline: Limited Edition. Unlimited Minnesota Pride. Body: Don't miss out on our latest exclusive drop – celebrating [Specific Minnesota Landmark/Event]. Once they're gone, they're gone like a Minnesota goodbye. Grab yours and represent! #TheMinnesotan #ExclusiveDrop Tone: Exclusive, Proud, Playful (Minnesota reference)