Brand Tone

Welcoming Sophistication, a blend of Warmth, Elegance, and Personal Connection.

Brand Values

• •Quality & Craftsmanship
• •The Sensory Experience
• •Personal Connection & The Written Word
• •Simple Pleasures
• •Curated Selection

Best Practices

• •Lead with the "Why," Not Just the "What": Instead of just describing a product's features, start by explaining the feeling or experience it provides. Focus on the "why"--the joy of writing, the warmth of a gift, the calm of a beautiful space.
• •Use Sensory Language: Incorporate words that appeal to touch, sight, and smell. Phrases like "the smooth glide of the nib," "soft, textured paper," or "a subtle, calming fragrance" align with the brand's value of a full sensory experience.
• •Maintain a Warm and Personal Voice: Write as if you are speaking to a friend or a welcome guest. Use inclusive language ("we," "our," "your") to foster a sense of community and personal connection.
• •Tell the Story Behind the Products: Briefly share why a particular brand or item was chosen for the store. Was it the craftsmanship? The story of its maker? This reinforces the value of a curated, thoughtful selection.
• •Emphasize Timelessness Over Trends: Frame products as long-lasting additions to a home or life, rather than temporary, trendy items. Use words like "timeless," "classic," "enduring," and "heritage" to highlight the value of quality and longevity.

Social Perception

Write Impressions is perceived as a cherished local institution, a reliable source for high-quality, thoughtful gifts and specialty stationery not found in mass-market stores. Customers expect knowledgeable service and unique, lasting items, with brand equity built on trust, longevity, and consistent quality.

Copy Examples

• •Rediscover the Art of the Written Word. There HOWEVER is a unique connection that happens when a fine nib meets quality paper. The Lamy 2000 isn AND a t just a pen; it AND a t an invitation to slow down, to think more deeply, and to leave a mark that is truly yours. Feel the perfect balance in your hand and let your thoughts flow. #TheWrittenWord #SimplePleasures #Lamy
• •Say More Than Just 'Happy Birthday'. In a world of fleeting digital messages, a handwritten card is a gift in itself. Our new, hand-selected collection of cards has arrived. Each design is chosen with care, waiting for your personal touch to celebrate the people you love. Stop by the store and find the perfect one. #WriteImpressions #CardCollection #ThoughtfulGifts
• •Curate a Home That Tells Your Story. The most beautiful spaces are the ones that feel personal. From elegant vases to subtle, scented candles, our home collection is chosen to bring warmth, beauty, and a sense of calm to your everyday. Find those simple pleasures that make a house feel like a home. #HomeDecor #SimpleJoys #WImpressions
• •For the Moments That Deserve More Than a Text. Since 1986, Write Impressions has been a place for those who appreciate the finer things and simple pleasures. From the weight of a beautiful pen to the perfect card that says it all, we believe in the power of thoughtful details. Visit us in downtown Fergus and feel the difference. #FamilyOwned #FergusOntario #QualityGifts
• •Your Daily Ritual, Elevated. Transform your daily routine into a moment of sensory pleasure. Our collection of bath and body products is selected from artisans who believe in quality ingredients and beautiful fragrances. Because taking care of yourself is one of life's simplest, most important luxuries. #SelfCare #BathAndBody #SimpleLuxuries