Brand Tone

Friendly, Aspirational, and Community-Centric

Brand Values

• •Quality Curation
• •Customer-Centric Experience
• •Support for Local & Rural Community
• •Affordable Style
• •Personal Connection

Best Practices

• •Always Use a Warm and Personal Voice: Address the customer directly ("you," "your"). Use friendly, conversational language rather than overly formal or corporate jargon. Signing off with a name (e.g., "Anne and the Team") on emails or key posts reinforces this personal touch.
• •Highlight the "Why" Behind the Product: Don't just sell an item; sell the feeling or solution it provides. Instead of "New dress for sale," try "The perfect dress for making weekend memories." This connects the product to the customer's life and aspirations.
• •Reinforce Community and Local Pride: Regularly use phrases like "shops from the bush," "shop local," and mention Cootamundra. This strengthens the brand's identity and resonates with both local and non-local customers who value authenticity.
• •Balance Aspirational with Accessible: Showcase stylish, beautiful products but always frame them within the brand's value of "affordable style." This ensures the brand feels inspiring but never intimidating or out of reach for its core audience.
• •Maintain Consistency Across All Channels: Ensure the friendly, community-focused, and stylish tone is present everywhere—from Instagram captions and Facebook replies to the website's product descriptions and email newsletters. This creates a seamless and trustworthy brand experience.

Social Perception

The public and customer perception of Wrapped Cootamundra is overwhelmingly positive. It is perceived as a key destination in Cootamundra for high-quality gifts for any occasion. The brand is seen as more than just a store; it's a valued part of the local community. Its active social media presence, which fosters a friendly community hub, strengthens this perception. The consistent quality of products and the personal, friendly service have built a strong foundation of trust. Customers feel connected to the brand and its owner, viewing it as a reliable and cherished local institution.

Copy Examples

• •Settle in for the season. ✨ Our new collection of cozy throws and handcrafted ceramics has arrived to turn your home into a haven. Find that perfect piece to complete your space or the thoughtful gift you’ve been searching for. Come say hello in-store or tap to shop the collection online! #WrappedCootamundra #ShopLocal #CountryStyle #HomewaresWithHeart
• •Your weekend wardrobe, sorted! This stunning new knit has just landed at Wrapped, and we’re in love with its effortless style and beautiful feel. Perfect for a casual brunch or a night out. We believe great style should be simple and make you feel fantastic. See our stories for a closer look! #AffordableStyle #ShopsFromTheBush #CootamundraFashion #NewCollection
• •Wrapped Cootamundra: Beautifully curated homewares, gifts, and fashion. Find your style, from our corner of the country to yours. Free gift wrapping on all orders.
• •Finding the perfect gift is the first step. Making it beautiful is ours. Every present from Wrapped comes with our signature complimentary gift wrap, because we believe every gift should feel special. #GiftedWithLove #WrappedCootamundra #TheArtOfGiving
• •A little something from us to you ✨. As a thank you for being part of our wonderful community, we wanted to give you a first look at our new arrivals. From charming baby gifts to the perfect piece for your home, we’ve handpicked these items with you in mind. Thank you for supporting shops from the bush—it means the world to us. - Anne and the Wrapped Team.