Brand Tone

Reverent & Faithful, Warm & Welcoming, Traditional & Trustworthy, Community-Oriented, Informative & Guiding

Brand Values

• •Faith & Devotion
• •Quality & Beauty
• •Service & Support
• •Tradition & Heritage
• •Inclusivity & Outreach

Best Practices

• •Maintain a Reverent Vocabulary: Use language that is respectful of Catholic teachings, traditions, and figures. Words like sacred, blessed, devotion, faith, grace, and spiritual should be naturally integrated.
• •Focus on The Why: Connect products to their deeper spiritual meaning and purpose. Explain how an item can aid in prayer, deepen understanding, or serve as a reminder of faith, rather than just describing its physical features.
• •Emphasize Community and Connection: Use inclusive language (our community, we, us) to foster a sense of belonging. Highlight the personal aspect of the store and its role in supporting local faith journeys.
• •Be Informative and Gently Guiding: Share knowledge about the Catholic faith in a way that is accessible and encouraging. Avoid overly dogmatic or exclusionary language. The aim is to enlighten and support, not to preach condescendingly.
• •Visual-Verbal Harmony: Ensure that the tone of the copy aligns with the visual imagery used. If images are serene and devotional, the copy should reflect that same sense of peace and reverence. For example, images of beautifully crafted rosaries should be accompanied by copy that speaks to prayer and contemplation.

Social Perception

Respected Local Institution, Resource for Sacramental Life, A Place of Connection, Supportive of Faith Journey

Copy Examples

• •Nourish your faith and find inspiration at The Paschal Lamb. For over 30 years, we've been honored to provide a prayerfully curated selection of Catholic books, sacred art, and meaningful gifts to support your spiritual journey. Visit us in Fairfax or online at paschallamb.com – where faith finds its expression. #CatholicFaith #SpiritualJourney #ThePaschalLamb #ShopCatholic
• •Celebrating a First Holy Communion? Cherish this sacred milestone with a gift that reflects the beauty and grace of the sacrament. Discover our collection of keepsake rosaries, blessed Bibles, and commemorative statues. The Paschal Lamb – helping you honor life's most sacred moments. [Link to First Communion Gifts]
• •✨ New Arrival! ✨ This beautifully crafted statue of [Saint's Name] has just arrived, a perfect reminder of [his/her] inspiring virtue and intercession. A lovely addition to your home altar or a thoughtful gift for a loved one. Find it in-store and online. #NewCatholicProduct #SaintStatue #[SaintName] #CatholicHome #FaithFilledGifts
• •As we approach the Feast of [Feast Name], let us reflect on [brief significance of the feast]. Find resources to deepen your understanding and devotion, from insightful books to beautiful devotional items, at The Paschal Lamb. Wishing our community a blessed [Feast Name]. #CatholicFeastDay #[FeastName] #FaithCommunity #Devotion
• •More than a store, The Paschal Lamb is a sanctuary for the soul. Since 1987, we've been a cornerstone of the Catholic community in Northern Virginia, offering not just religious goods, but a welcoming space to explore, reflect, and connect with your faith. Our knowledgeable team is here to help you find the perfect item to enrich your spiritual life. We cherish the 'human connection' and invite you to experience the peace and inspiration within our doors.