Brand Tone

aspirational, welcoming, and thoughtfully curated

Brand Values

• •Curated Quality
• •Community Focus
• •Accessible Charm

Best Practices

• •Lead with Emotion, Follow with Detail: Start captions and descriptions with the feeling or lifestyle the product enables (e.g., 'cozy mornings,' 'effortless style'). Follow up with the practical details (e.g., 'made from 100% cotton,' 'handcrafted in New York').
• •Use 'Curated' and 'Thoughtful' Language: Continuously reinforce the brand's core value of curation. Use words like handpicked, curated, collection, thoughtful, unique, and special find to remind customers of the intention behind the products.
• •Incorporate the Local Identity: Mentioning 'East Aurora' or using hashtags like #ShopLocalEA can strengthen the community connection and appeal to local shoppers, even when targeting a national audience online. It adds authenticity.
• •Tell Micro-Stories: For vintage or artisanal items, briefly tell their story. For example, 'This vintage locket was a lucky find from a New England estate' or 'These candles are hand-poured by an artisan just a few towns over.' This adds value and uniqueness.
• •Maintain a Consistent Voice Across Platforms: The warm, aspirational, and welcoming tone should be consistent everywhere, from the website's 'About Us' page to every Instagram comment reply. This builds a strong, recognizable brand personality.

Social Perception

Customers likely perceive Vale Mercantile as a reliable source for unique gifts, stylish clothing, and charming home decor. For those in and around East Aurora, the brand is perceived as a quintessential local boutique. The brand is seen as aspirational in its style but relatable in its execution.

Copy Examples

• •Your home tells your story. Our new collection of handcrafted ceramics and cozy textiles is here to help you write the next chapter. Find pieces that feel like they were always meant to be there. ✨ #ValeHome #CuratedLiving
• •The perfect dress for golden hour and everything that comes after. Effortlessly stylish and endlessly versatile, it’s the piece your autumn wardrobe has been waiting for. Tap to shop the look. #ValeStyle #FallFashion #EastAurora
• •Finding that 'just right' gift is our favorite thing. From hand-poured candles to one-of-a-kind vintage treasures, our curated collection is full of thoughtful finds for every woman on your list. Let us help you make their day. #GiftsFromVale #ShopLocal
• •More than just a shop—we're a place for discovery. Whether you're refreshing your closet, decorating a new space, or looking for a special gift, our little mercantile has something for everyone. Come say hello! #TheValeMercantile #GeneralStore
• •Slow Sundays are for coffee in your favorite mug and the perfect cozy sweater. We believe in creating small moments of beauty in the everyday. #ValeVibes #SundayMorning #SimplePleasures