Brand Tone

Authentic & Sincere, Warm & Inviting, Nostalgic & Charming, Inspirational yet Attainable, Community-Oriented, and Personal

Brand Values

• •Authenticity: Genuine passion for the aesthetic and curated products.
• •Beauty in Simplicity & Imperfection: Embracing the charm of farmhouse style, vintage finds, and handcrafted items.
• •Home as a Sanctuary: Creating comfortable, beautiful, and personal living spaces.
• •Community: Building connections with customers, local artisans, and the Rockford community.
• •Entrepreneurial Spirit & Passion: Driven by the founder's vision and dedication.
• •Curated Quality: Offering a distinct selection of well-made and unique items.
• •Joy & Inspiration: Aiming to bring happiness and inspiration to customers' lives through their products and content.

Best Practices

• •Write from the Heart: Channel Mary's genuine passion and personal connection to the brand. Use "I" and "we" to maintain a personal, relatable voice.
• •Embrace Descriptive Storytelling: Don't just list features; describe the feeling, the craftsmanship, the imagined scene. Use sensory language (how it looks, feels, the atmosphere it creates).
• •Keep it Warm and Welcoming: Use friendly, approachable language. Avoid overly formal or technical jargon. Imagine you're talking to a friend about something you love.
• •Focus on "Home" and "Sanctuary": Consistently tie products and messages back to the core idea of creating a beautiful, comfortable, and personal home environment.
• •Highlight Authenticity and Curation: Remind customers of the thought and care that goes into selecting or creating items, emphasizing uniqueness and quality over mass production.

Social Perception

Urban Farmgirl is widely perceived as a beloved local institution in the Rockford area, with a strong and loyal customer base that extends online. It's seen as a go-to destination for unique, high-quality farmhouse, rustic, and vintage-inspired home decor and gifts. The founder, Mary, is often viewed as the heart and soul of the brand, and her personal involvement resonates positively with the audience. The Main Street Market is a significant event that enhances the brand's reputation for curating unique experiences and supporting other artisans. Customers perceive the brand as offering more than just products; it offers a lifestyle, an aesthetic, and a sense of warmth and belonging. It's viewed as a trustworthy and authentic brand that genuinely cares about its products and customers.

Copy Examples

• •There's just something about the soft glow of candlelight on a quiet evening, isn't there? ✨ Our new hand-poured beeswax tapers are here to bring that gentle warmth to your favorite cozy corner. Crafted with love, ready for your home. #UrbanFarmgirl #CozyHome #SimpleJoys
• •From a little dream and a love for timeworn treasures, Urban Farmgirl blossomed. We believe home should be your happiest place, filled with pieces that tell your story. Come wander with us and find something that speaks to your heart.
• •Gather your friends, the countdown to Main Street Market is on! We've been bustling behind the scenes, curating a magical day filled with incredible makers, delicious treats, and that special Urban Farmgirl sparkle. We can't wait to share the joy with you all!
• •We love seeing how you bring Urban Farmgirl finds into your beautiful homes! What's one piece you've cherished that truly made a space feel like *you*? Share a photo or tell us below! 👇 #MyUrbanFarmgirlHome #HomeStories
• •Welcome the changing seasons with our 'Harvest Linen' pillow collection. Woven from the softest, earth-toned linen and detailed with delicate handmade tassels, these beauties invite you to slow down, snuggle in, and savor the moment. Perfectly imperfect, just the way we like it.