Brand Tone

The brand's tone is overwhelmingly humorous, colloquial, and relatable. It speaks the language of a lifelong Wisconsinite, full of local slang and inside jokes. The humor is self-aware and celebratory, leaning into well-known stereotypes about the state's culture—from obsessions with cheese curds and Friday fish fries to the brutal winters and unwavering devotion to the Packers. The overall voice is that of a friendly neighbor sharing a laugh over a beer, creating a strong sense of community and shared identity.

Brand Values

• •State Pride: The core value is a deep and authentic appreciation for Wisconsin. Every piece of content, from a shared meme to a product design, is a celebration of the state's identity.
• •Community: The brand thrives on shared experiences and connecting people through relatable content. It acts as a virtual small town square where people can nod in agreement about what makes Wisconsin unique.
• •Humor and Levity: The brand does not take itself too seriously. It finds joy and humor in the everyday quirks of Wisconsin life, from the distinct accent to the love of brats.
• •Authenticity: The content feels genuine and created by people who truly understand the culture, not an outside marketing agency trying to "speak Wisconsin." This authenticity builds trust and a loyal following.

Best Practices

• •Embrace the Vernacular: Use Wisconsin-specific terms like "bubbler," "Up Nort'," and "ain'a" where appropriate. This signals authenticity and connects with the local audience.
• •Lean into Shared Experiences: Center content around universally understood Wisconsin traditions like tailgating, lake life, supper clubs, and dealing with all four seasons in one week.
• •Prioritize Humor Over Sales: Lead with the joke, the meme, or the relatable observation. The sales pitch should feel like a natural extension of the community content, not the primary focus.
• •Stay Hyper-Local and Relevant: Reference local institutions (e.g., Kwik Trip), seasonal events (e.g., deer season, State Fair), and the eternal Packers/Bears rivalry to stay timely and engaged.
• •Maintain a Positive and Inclusive Tone: While poking fun at stereotypes, the humor should always come from a place of love and pride for the state. The goal is to unite people through shared culture, not to exclude.

Social Perception

The public perceives "Wisconsin Stuff for Sale" as a source of entertainment and community connection. Engagement on their social media posts is positive, with users tagging friends in relatable memes and sharing their own similar experiences in the comments. The brand is seen less as a hard-selling retailer and more as a fun, trustworthy curator of "Wisconsin-ness." This positive sentiment is crucial for its business model, as it builds an audience that is then receptive to the merchandise offered through its web portal.

Copy Examples

• •(Facebook Post): "You know it's officially fall in Wisconsin when the grocery store parking lot has more blaze orange than cars. Who's got their lucky flannel picked out for opening weekend? #DeerSeason #UpNort #WisconsinLife"
• •(Twitter/X Post): "Just overheard someone at the Kwik Trip call a water fountain a 'bubbler' and got a little misty-eyed. Some things are sacred. #Wisconsin #BubblerNotWaterFountain"
• •(Product Description for a T-Shirt): "Wear your heart on your sleeve and your supper club on your chest. This 'Powered by Fish Fry & Old Fashioneds' shirt is perfect for your next Friday night out. It's soft, comfortable, and practically smells like brandy. (Note: Does not actually smell like brandy.)"
• •(Pinterest Pin Description): "The four food groups in Wisconsin: Beer, Cheese, Brats, and a side of Ranch. Pin this to your 'True North' board if you agree! Perfect for summer cookout inspiration and showing your out-of-state friends how it's done."
• •(Facebook Ad for Mugs): "Your morning coffee called, and it's tired of that boring mug. Upgrade to our 'Don't Talk To Me Until I've Had My Coffee and the Packers Have Won' mug. It’s the only way to guarantee a good start to your week. Shop the collection now!"