Brand Tone

Authentic, Empowering, and Community-Focused. The brand communicates with a genuine voice rooted in queer experience, uplifts and celebrates individuals, fosters belonging with an inclusive and conversational tone, and weaves in subtle, witty humor.

Brand Values

• •Representation
• •Support for Queer Artists
• •Community Building
• •Advocacy and Education
• •Pride and Celebration

Best Practices

• •Lead with the 'Why': Frame your copy around the brand's mission. Start with the values—representation, support, community—before focusing on the product details.
• •Champion the Creator: In all marketing materials, from social media to product tags, name the artist who created the item. Briefly sharing their story or inspiration reinforces the value of fair compensation and amplification.
• •Use Inclusive and Specific Language: Speak directly to the LGBTQIA+ community with language that is specific, respectful, and authentic. Avoid generic corporate diversity messaging.
• •Marry Joy with Purpose: The brand's voice should reflect both the celebration and the ongoing fight for queer rights. Combine fun, humorous, and joyful content with posts that educate, advocate, and mobilize the community.
• •Foster a Dialogue: Write copy that invites a response. Ask open-ended questions, encourage sharing, and feature customer stories and photos. This transforms marketing from a monologue into a community conversation, strengthening brand loyalty.

Social Perception

The Little Gay Shop is widely perceived as a vital, cherished community asset and a mission-driven marketplace and safe space. Customers feel a strong affinity for its purpose, appreciating its high-quality, meaningful products and viewing the owners as passionate, authentic community members.

Copy Examples

• •Art that feels like a warm, proud hug. ✨ We’re so excited to feature this new print series from the brilliant [Artist Name]. Their work beautifully captures the essence of queer joy. Every piece you buy directly supports an independent LGBTQIA+ creator. See it online or feel the love in-store. #ByQueersForAll #QueerArt #TheLittleGayShop
• •Wear Your Story. Our shop is a marketplace of goods made exclusively by queer artists from around the world. Celebrate yourself and support the community, one piece of art at a time.
• •Small pin, big pride. This little accessory, designed by the amazing [Designer Name], is a perfect pop of personality for your jacket, backpack, or banner. It’s a reminder that you are seen and celebrated. Made with durable enamel and a whole lot of love.
• •This week: New art, community stories & a reason to feel proud.
• •Our space is built on the idea of feeling truly represented. What was the first book, film, or piece of art that made you feel seen? We'd love to hear your stories. 👇 #RepresentationMatters #QueerCommunity