Brand Tone

Authentic & Genuine, Curated & Discerning, Local & Community-Oriented, Warm & Welcoming, Slightly Nostalgic & Appreciative of Craftsmanship, Understated & Confident

Brand Values

• •Quality Craftsmanship
• •Support for Independent Makers & Local Economy
• •Uniqueness & Individuality
• •Community Pride
• •Thoughtful Curation
• •Authenticity

Best Practices

• •Create a Brand Voice Guide: Document the identified tone (Authentic, Curated, Local, Warm, Slightly Nostalgic, Understated Confidence) with examples of "do's and don'ts" for language, specific preferred words (e.g., "crafted," "maker," "local," "curated," "thoughtful"), and phrases to avoid.
• •Focus on Storytelling: For products, especially those from independent makers or with local significance, weave in their story. Highlight the artisan, the inspiration, or the connection to Milwaukee/Midwest. This reinforces authenticity and craftsmanship.
• •Emphasize "Curated" and "Quality": Use descriptive language that conveys the care taken in selecting products and their superior quality, without resorting to overly boastful or generic claims. Let the details speak.
• •Maintain a Local Connection: Regularly incorporate references to Milwaukee, Wisconsin, or the Midwest where appropriate. This could be in product descriptions, blog content, or social media posts celebrating local events or landmarks.
• •Prioritize Clarity and Warmth: Ensure all copy is easy to understand, informative, and has a welcoming, helpful feel. Avoid jargon or overly trendy slang that might not align with the slightly nostalgic and authentic feel. The warmth should reflect the positive in-store experience often cited in reviews.

Social Perception

go-to destination for unique gifts and Milwaukee-centric merchandise, Customers appreciate the quality and distinctiveness of the products offered, store is perceived as supporting local artists and businesses, which resonates well with community-minded shoppers, charming and well-curated boutique with a pleasant shopping experience, vintage items add a layer of uniqueness and appeal for those seeking sustainable or retro finds, valued local business that contributes positively to the Historic Third Ward's retail landscape.

Copy Examples

• •Homepage Banner: "Discover Milwaukee's Charm, Crafted with Care. Unique finds from our city's finest makers and beyond. Welcome to 414 Mercantile."
• •Product Description (for a locally made candle): "Hand-poured right here in Milwaukee, this [Scent Name] candle brings the essence of the Cream City into your home. Made with [Ingredients] by our friends at [Maker's Name], it’s a small batch treasure that glows with local pride."
• •"About Us" Snippet: "More than just a store, 414 Mercantile is a celebration of Milwaukee's spirit. We carefully select goods that tell a story – of thoughtful design, quality materials, and the hands that made them. From our neighborhood to yours."
• •Social Media Post (showcasing a new vintage item): "Fresh find! This [Vintage Item Description] just landed, bringing a touch of timeless style to our collection. Responsibly sourced and rich with history, it’s waiting to start its next chapter with you. #VintageMilwaukee #414Finds #SustainablyStylish"
• •Email Newsletter Subject Line: "New Arrivals: Midwest Made & Milwaukee Proud ✨"