Brand Tone

Appreciative & Passionate, Curated & Discerning, Warm & Welcoming, Authentic & Grounded, Inspiring & Aspirational (in an accessible way)

Brand Values

• •Quality Craftsmanship
• •Timeless Design
• •Support for Artisans & Makers
• •Community Connection
• •Thoughtful Consumption
• •Authenticity & Storytelling
• •Usefulness & Beauty

Best Practices

• •Storytelling is Key: Always look for the human element or the narrative behind a product. Highlight the maker, the process, or the inspiration. This reinforces authenticity and connection.
• •Emphasize "Thoughtful" and "Curated": Use language that reflects the care and intention behind the product selection and the brand itself. Words like "handpicked," "mindfully chosen," "considered" work well.
• •Maintain a Warm and Inclusive Voice: Address your audience in a friendly, approachable manner. Make them feel like part of The Post Supply community. Even when talking about high-quality or artisanal items, avoid language that could feel exclusive or pretentious.
• •Connect to Values in Every Communication: Subtly weave in core values like quality, craftsmanship, community, and sustainability into product descriptions, social media posts, and email newsletters. For example, instead of just saying "durable," explain *why* it's durable (e.g., "crafted from robust, locally sourced oak for generations of use").
• •Visual and Verbal Harmony: Ensure the language used in copywriting consistently matches the clean, warm, and authentic aesthetic of the brand's visuals. The words should feel like a natural extension of the images and the in-store experience. Regularly review content across all platforms to ensure this consistency.

Social Perception

A Destination for Unique Finds, A Supporter of Local and Artisan Communities, Aesthetically Pleasing & Inspiring, Friendly & Knowledgeable Service, More than just a store: It's perceived as a reflection of a particular lifestyle that values quality, intention, and connection.

Copy Examples

• •Headline (New Arrival - Artisan Mug): "Morning Rituals, Elevated. Discover the hand-thrown beauty of [Artisan's Name] mugs – each one a unique story in clay. #ThePostSupply #ArtisanCrafted #MorningMoment" *Tone: Appreciative, Story-focused*
• •Instagram Post (Store Interior): "Sunlight spilling in, shelves stocked with stories. We believe your home should be a collection of things you love, things that tell your story. Come wander. ✨ #ThePostSupply #PortlandME #CuratedHome #ShopSmall" *Tone: Warm, Welcoming, Inspiring*
• •Product Description (Linen Throw): "Drape your life in simple luxury. Our [Product Name] linen throw, woven with care by [Maker's Name], brings a touch of timeless comfort and effortless style to any room. Crafted to last, designed to be loved. #LinenLove #SustainableHome #MadeInMaine" *Tone: Discerning, Quality-focused, Authentic*
• •Email Subject Line (Journal Post): "Meet the Maker: [Artisan's Name] on the Art of Slow Craft" Email Body Snippet: "Go behind the scenes with us as we chat with [Artisan's Name] about their passion, process, and the beauty of creating things by hand. At The Post Supply, we cherish the people who make the goods we adore. Read their story on the Journal. [Link]" *Tone: Community-focused, Appreciative, Storytelling*
• •Website Banner (General): "Thoughtfully Selected Goods for a Beautiful & Functional Life. Discover Makers. Shop with Intention." *Tone: Curated, Value-driven, Inspiring*