Brand Tone

Approachable, proud, and community-centric. Friendly, engaging, casual, enthusiastic, authentic, unpretentious, and relaxed, with a clear passion for the Tucson area.

Brand Values

• •Local Pride
• •Community Support
• •Authenticity
• •Quality Craftsmanship
• •Discovery and Exploration

Best Practices

• •Lead with "Local": Always emphasize the local origin of products and the artisans who create them. Use phrases like "Made here in Tucson," "Crafted by local hands," and "From our community to you."
• •Use Enthusiastic & Inclusive Language: Employ positive and welcoming words. Phrases like "We're so excited to share," "Celebrate with us," and "Join our community" foster a sense of belonging.
• •Tell the Story: Don't just sell a product; sell the story behind it. Briefly mention the artisan, the inspiration, or the local materials used. This reinforces the values of authenticity and craftsmanship.
• •Engage with the Community: Ask questions in social media captions (e.g., "What's your favorite thing about Tucson?"). Respond to comments and messages in a friendly, conversational manner to maintain the approachable tone.
• •Maintain Visual Consistency: Ensure that photography and graphics reflect the brand's values—bright, authentic, and high-quality, often showcasing the products in a natural, local setting. This visual tone should match the written tone.

Social Perception

Totally Tucson is perceived as a key destination for unique, high-quality, and authentic Tucson-themed gifts and products. The community views it as a champion for local businesses and a reliable source for items capturing the city's essence, praised for its curated selection and role in supporting the local economy. It has a strong standing within the 'shop local' movement.

Copy Examples

• •Taste the Sonoran sun.☀️ This isn't just salsa; it's a jar of Tucson, crafted by our friends at [Artisan Name] right here in the heart of the city. Grab a jar and bring the authentic flavor of the desert to your table. #TotallyTucson #ShopLocalAZ
• •From our shelves to your home, every item tells a story. We're so proud to be the home for dozens of Tucson's most talented creators. When you shop with us, you're not just buying a gift—you're supporting a dream, a family, and our vibrant community. Who's your favorite local maker? Tag them below! #TucsonAZ #LocalFirst
• •Wear Your Pride. Live the Spirit. Your official outfitter for authentic Tucson gear and locally crafted goods. Shop the collection and celebrate the city you love.
• •Subject: "Psst... New Local Treasures Just Arrived!" Body Preview: "Fresh finds from your favorite Tucson artisans are here. Be the first to see what's new!"
• •Looking for a gift that’s 100% Tucson? We’ve got you covered. From prickly pear treats to saguaro-studded apparel, find something as unique as the Old Pueblo itself. #Gifts #Tucson #MadeInAZ