Brand Tone

Authentic & Genuine, Coastal & Nautical, Quality-Conscious & Durable, Friendly & Welcoming, Story-Oriented, Slightly Proud/Confident (in a good way)

Brand Values

• •Quality & Craftsmanship
• •Authenticity
• •Customer Satisfaction
• •Supporting Small/Local Business
• •Heritage & Story
• •Giving Back/Environmental Consciousness

Best Practices

• •Embrace "Coastal Storytelling": Always weave in the New England coastal narrative. Use descriptive language that evokes the sights, sounds, and feelings of the seaside. Talk about the "why" behind products, not just the "what."
• •Highlight "Authentic Maine Craftsmanship": Continuously emphasize the quality, durability, and the "Made in Maine" or "New England Artisan" aspects. If it's handcrafted, say so. If it has a unique origin (like recycled lobster rope), make that a central part of its story.
• •Maintain a "Friendly Neighbor" Voice: Write as if you're talking to a friend or a welcome visitor. Be warm, approachable, and helpful. Share your passion genuinely.
• •Focus on "Lasting Value, Not Just a Purchase": Communicate that customers are investing in something special – a piece of heritage, a durable item, or a unique gift that will be cherished. This ties into the quality and story-oriented values.
• •Be "Quietly Confident": Share your pride in your products and your business story in a humble yet assured manner. Let the quality of the items and the positive customer experiences speak for themselves, supported by confident (but not arrogant) statements.

Social Perception

Positive for Product Quality, Appreciation for "Made in USA/Maine", Seen as a Go-To for Coastal Decor, Trusted Small Business, Unique Gift Destination

Copy Examples

• •Headline (Product Focus): "Weather the Seasons: Our Original Maine Lobster Rope Doormat – Handcrafted for Enduring Coastal Charm."
• •Social Media Post (Story Focus): "From the shores of Maine to your doorstep. Each of our [Product Name] carries a piece of New England spirit, handcrafted with care by local artisans. Support small, shop authentic. #NewEnglandTradingCo #CoastalLiving #MadeInMaine"
• •Email Subject Line (Benefit Focus): "Bring Home the Coast: Quality Gifts That Tell a Story."
• •Product Description Snippet (Value Focus): "More than just a [product type], it's a testament to New England craftsmanship. We believe in quality that lasts and service that delights, all rooted in our family-owned Maine heritage."
• •About Us Teaser (Community Focus): "We're Karen & Jeff, founders of The New England Trading Company. Since 2009, we've been sharing our love for coastal living and high-quality, story-rich goods from our Maine home to yours. Thank you for being part of our journey and supporting artisans who share our passion."