Brand Tone

Friendly and Approachable, Aspirational and Stylish, Supportive and Community-Oriented, Curated and Passionate, Helpful and Organised

Brand Values

• •Supporting Small & Local Businesses
• •Quality and Functionality
• •Uniqueness and Curation
• •Style and Joy
• •Community and Collaboration
• •Customer Experience
• •Sustainability and Ethical Production

Best Practices

• •Always Emphasize "Local" and "Support": Consistently weave in the message of supporting South African small businesses, artisans, and entrepreneurs. This is a key differentiator.
• •Use Warm, Engaging, and Positive Language: Keep the tone friendly, approachable, and focused on the joy, beauty, and functionality the products bring. Use words like "discover," "curated," "handcrafted," "unique," "stylish," "joy."
• •Highlight the "Why": Don't just describe products; tell the story behind them or the benefit they offer in making life more stylish, organized, or joyful. Connect with the customer's lifestyle aspirations.
• •Maintain Visual and Verbal Cohesion: Ensure that the language used in copy aligns with the clean, modern, and aspirational aesthetic of the brand's visuals on Instagram and the website.
• •Be Community-Focused in Communication: Actively engage with the audience through questions, by sharing stories of suppliers (with their permission), and by promoting collaborative events like workshops. This reinforces the supportive and community-oriented values.

Social Perception

The public generally perceives The Sooq as a champion of local South African businesses and artisans. It's seen as a source for unique, stylish, and curated lifestyle products. The opening of the physical store has likely enhanced its credibility and community connection. The brand is associated with creativity, craftsmanship, and the joy of discovery. The owner's personal involvement and passion are visible, particularly on platforms like TikTok, which likely fosters a more personal connection with the audience.

Copy Examples

• •✨ Brighten your everyday! ✨ Our new collection of handcrafted ceramics has just landed, and we’re in love. 😍 Each piece is made with passion by local artisans, bringing unique style and a touch of joy to your home. Swipe to see the collection and tap the link in bio to shop these beauties! #TheSooq #ShopLocalSA #HomeDecorLove #HandcraftedGoodness #SupportSmallBusiness
• •Looking for a gift that truly tells a story? 🎁 At The Sooq, we curate unique, high-quality treasures from South Africa's most creative entrepreneurs. From stunning accessories to delightful kiddies' items, find something special that supports local talent. Discover the perfect gift and share the joy! Shop now: [Link] #TheSooqGifts #SupportLocal #UniqueFinds #MadeInSA #GiftingMadeEasy
• •The Sooq: Your home for beautiful, functional finds from passionate local creators. Discover everyday style, support small businesses.
• •🐾 Pamper your furry friends with something special! Our latest range of locally-sourced pet accessories combines style with practicality, because they deserve the best too! Explore cozy beds, fun toys, and more – all while supporting amazing South African businesses. Click here to make their tails wag! [Link] #TheSooqPets #LocalLove #HappyPets
• •Come explore The Sooq with us! ✨ We're more than just a store; we're a community of local makers and dreamers. Discover unique goodies for your home, kitchen, kids, pets & travel – all lovingly curated to bring joy and style to your everyday. Visit us in Fourways, JHB or shop online! 🛍️ #TheSooq #ShopLocal #SupportSmall #Johannesburg #UniqueFinds #StoreTour #LocalisLekker