Brand Tone

Welcoming, Friendly, Community-Oriented, Artisanal, Quality-Focused, Enthusiastic, Passionate

Brand Values

• •Quality & Craftsmanship
• •Community
• •Customer Satisfaction & Joy
• •Tradition & Legacy with Innovation
• •Warmth & Hospitality

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of your brand's tone (e.g., Welcoming, Artisanal, Community-Focused) with examples of do's and don'ts for language, specific phrases, and overall style.
• •Emphasize "From Scratch" and Quality Ingredients: Consistently highlight the artisanal nature of the products, the use of fresh, quality ingredients, and the care taken in the baking process. This reinforces the value of craftsmanship.
• •Incorporate Community Stories & Engagement: Share customer stories (with permission), highlight local partnerships, or talk about community events. Use language that fosters a sense of belonging and local pride.
• •Maintain a Warm and Approachable Language: Use friendly, inviting language. Address customers directly (e.g., "you," "your family"). Even when describing sophisticated pastries, keep the language accessible and enthusiastic.
• •Be Visually Consistent with Tone: Ensure that photography and visual elements on social media, website, and in-store reflect the warm, artisanal, and community-oriented tone. Happy customer faces, beautifully presented (but not overly stuffy) baked goods, and a clean, welcoming shop aesthetic will reinforce the written copy.

Social Perception

Beloved Local Institution, High-Quality Products, Friendly and Good Service, Worth the Visit, Innovative while Respecting Tradition

Copy Examples

• •Golden layers, buttery bliss. ✨ Our croissants are crafted fresh daily, from scratch, because you deserve a little piece of Paris right here in St. Paul. Come say bonjour! #LaBoulangerieMarguerite #FrenchPastry #SupportLocalMN #ScratchMadeGoodness #StPaulEats
• •A neighborhood tradition, baked with love for generations. From classic donuts that bring back memories to new artisanal treats that excite your tastebuds, PJ Murphy's legacy of deliciousness continues at La Boulangerie Marguerite. What's your family's favorite? #CommunityBakery #StPaulStrong #FreshlyBaked #FamilyFavorites #SweetTreatsMN
• •Welcome to La Boulangerie Marguerite, where passion for baking meets the heart of our St. Paul community. For nearly a century, this corner has been synonymous with fresh, handcrafted delights. Now, with a touch of French flair, we invite you to experience quality you can taste and warmth you can feel. From our ovens to your table, with love.
• •Your daily dose of delicious. 🍩🥐 La Boulangerie Marguerite (formerly PJ Murphy's) – St. Paul's favorite spot for fresh pastries, breads, and custom cakes. Stop by and taste the tradition, reimagined! 1279 Randolph Ave.
• •Hi [Customer Name], just a little note from your friends at La Boulangerie Marguerite! We're whipping up something special this week (hint: it involves [seasonal ingredient]!). Come on down and let our freshly baked treats brighten your day. We love being part of your St. Paul moments. See what's new and delicious -> [Link to website/socials]