Brand Tone

Friendly and Welcoming, Fun and Humorous, Trendy and Youthful, Approachable and Relatable, Southern Charm

Brand Values

• •Customer-Centricity
• •Accessibility and Inclusivity
• •Local Support
• •Community Focus
• •Keeping Up with Trends
• •Value for Money

Best Practices

• •Embrace Southern Hospitality Online: Use welcoming, friendly language. Incorporate colloquialisms or phrases that evoke Southern charm where appropriate (e.g., "y'all," "sweet tea," "bless your heart" used playfully), but ensure it feels authentic and not forced.
• •Keep it Light, Fun, and Relatable: Especially on platforms like TikTok and Instagram, use humor, ask questions, and share content that reflects everyday (albeit stylish) life and the joy of finding the perfect outfit.
• •Highlight Newness and Trendiness: Use words like "new," "fresh," "trending," "just in," and "obsessed" to convey that the boutique is up-to-date with the latest styles. Showcase how to wear these trends.
• •Emphasize Inclusivity and Accessibility: While trendy, ensure the language doesn't feel exclusive. Reiterate that there's something for everyone, referencing the range of styles, occasions, and the welcoming atmosphere for all shoppers.
• •Tell the Local Story: Subtly weave in mentions of Charleston, Mount Pleasant, and the local aspect. This reinforces community connection and authenticity, which is a core part of their identity.

Social Perception

Positive Local Reputation, Go-To for Outfits and Gifts, Engaging Online Presence, Trendy and Desirable

Copy Examples

• •Sweet tea sippin' season is here, and so are these Charleston-approved new arrivals! ☀️💖 Swing by King Street or shop online—your perfect summer look is waiting! #TwoCumberland #SouthernStyle #ShopLocalCHS #BoutiqueFinds
• •From brunch with the girls to a King Street stroll, we’re showing you how to take this dress from ☀️ to 🌙! Which look is your fave? Let us know! 👇 #TwoCumberland #OOTD #CharlestonFashion #StyleHack #BoutiqueLife
• •Got a big event on the horizon? 🥂✨ Our Mount Pleasant showroom is your new happy place! Come find THE dress (and maybe a little bubbly while you're at it!). Book your bridal or formal appointment today! #TwoCumberlandFormal #WeddingGuestDress #CharlestonWeddings #SouthernElegance
• •Hey y'all! 👋 Discover curated styles with a touch of Southern charm. Affordable, on-trend, and just for you. New goodies added daily! #TwoCumberland #SouthernBoutique
• •Bless Your Heart (and Your Closet!) 😉 Our Summer Sale Starts NOW!