Brand Tone

functional, direct, and product-focused

Brand Values

• •Breadth of Selection
• •Wholesale Focus
• •Efficiency
• •Seasonal Relevancy

Best Practices

• •Maintain Direct and Clear Language: Avoid marketing jargon and evocative storytelling. The copy should be straightforward and centered on the product and its business value.
• •Emphasize Product Variety and Availability: Consistently use language that highlights the breadth of the inventory and the availability of new and seasonal items. Phrases like "Extensive Collection," "New Arrivals," and "Complete Range" reinforce this value.
• •Use Action-Oriented Phrasing: Employ clear calls-to-action appropriate for a B2B audience, such as "Log In to Order," "View Catalog," "Create an Account," and "Contact Us for Wholesale Information."
• •Keep it Professional and Transactional: The tone should always be that of one business communicating with another. The goal is to facilitate a transaction efficiently, not to build a personal, emotional connection with the end consumer.
• •Segment Communications: When creating copy for emails or ads, tailor the message to specific business needs. For example, a message for a floral shop should highlight the new flower arrivals, while a message for a general craft store should focus on the variety of art supplies.

Social Perception

The social perception of UMGLA is largely contained within its B2B client base, shaped by direct business interactions rather than a public brand narrative. Its online presence serves as a functional purchasing tool for retailers and other businesses, not for public engagement.

Copy Examples

• •Your One-Stop Supplier for Crafts, Florals, and Seasonal Decor. Log in to access our 2025 collections.
• •Stock Up for the Holidays: Our new Christmas & Halloween collections are now available for pre-order. View the catalog and place your order today.
• •Simplify your sourcing. UMGLA offers a complete range of craft and floral supplies for your business. Create an account to unlock wholesale pricing.
• •Artificial Flowers: Discover our extensive collection of high-quality artificial flowers, from single long stems to large bouquets. Built for retailers and designers.
• •UMGLA (United Merchandising Group) is a leading national importer and wholesaler of craft supplies, artificial flowers, and seasonal decorations. We are dedicated to providing businesses with a reliable supply of quality products.