Brand Tone

Curated, Friendly, Stylish, and Local-Supporting

Brand Values

• •Quality & Timelessness
• •Curated Selection
• •Community & Local Support
• •Customer Experience
• •Aesthetic Appeal

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of Gatley's tone (e.g., "Curated," "Friendly," "Stylish," "Supportive") with examples of "do's and don'ts" for language and phrasing. This ensures anyone writing for the brand is aligned.
• •Know Your Audience: Understand who the Gatley customer is and tailor the language to resonate with them while staying true to the brand's core identity.
• •Emphasize "Thoughtful Curation": Use words that convey careful selection, quality, and uniqueness (e.g., "handpicked," "selected," "artisan," "considered," "timeless").
• •Maintain a Friendly and Welcoming Stance: Use inclusive language. Address the customer directly in a warm but not overly casual way. Think "helpful neighbour with great taste."
• •Be Consistent Across All Channels: Ensure the tone used on the website, social media, email marketing, and any in-store signage is harmonious and reinforces the same brand personality. Regularly review content to check for consistency.

Social Perception

Gatley is perceived as a well-regarded independent boutique in the Commercial Drive area of Vancouver, known for its unique and stylish selection of clothing, home goods, and gifts. It's seen as a place to discover interesting items and support local and independent brands. Customers likely appreciate the curated nature of the store, offering a more personal shopping experience compared to larger retailers. The association with "Commercial Drive" itself lends a certain perception of being part of a vibrant, eclectic, and community-focused neighborhood.

Copy Examples

• •Homepage Banner: Discover your new favorite thing. Thoughtfully curated clothing, home treasures, and gifts from near and far. Welcome to Gatley.
• •New Arrivals Email Subject: Fresh Finds: Timeless Style Has Landed at Gatley.
• •Instagram Post (featuring a local designer's product): Spotlight on [Local Designer Brand] ✨ We’re so proud to carry these beautiful [product type], handcrafted right here in Vancouver. Supporting local never looked so good. #GatleyLovesLocal #CommercialDrive #ShopVancouver
• •Product Description (for a versatile dress): From morning coffee to evening outings, this effortlessly chic dress is designed to move with you. Crafted from [fabric] by [Brand], it’s a timeless piece you’ll reach for again and again. Because style should feel good.
• •"About Us" Snippet for Social Media: More than just a store, Gatley is your neighbourhood destination for inspired finds. We handpick every item, from cozy home essentials to standout fashion pieces, always with an eye for quality and enduring style. Come say hi on Commercial Drive!