Brand Tone

Authentic & Proud, Community-Focused & Connected, Passionate & Ambitious, Contemporary & Streetwise, Approachable & Sincere

Brand Values

• •Hometown Pride
• •Community Connection & Support
• •Quality
• •Authenticity & Originality
• •Collaboration
• •Customer Experience
• •Resilience & Growth
• •Social Responsibility

Best Practices

• •Embrace "Charlotte-First" Language: Consistently incorporate local Charlotte references, slang (if appropriate and authentic), landmarks, and the "704" identity. This reinforces hometown pride.
• •Highlight Community Impact: Regularly share stories and updates about community involvement, collaborations with local causes, and how purchases contribute to positive change. This nurtures the community-focused aspect.
• •Speak with Passion and Authenticity: Let genuine enthusiasm for Charlotte and the brand's mission shine through. Share behind-the-scenes glimpses or founder stories to build a relatable and sincere connection. Avoid overly corporate or generic language.
• •Balance Streetwise with Approachable: While designs are contemporary streetwear, the language should remain welcoming and inclusive. Avoid jargon that might alienate parts of the community. Be cool, but also be kind.
• •Focus on Quality and Craftsmanship: When describing products, emphasize the premium materials and thoughtful design process. This justifies the product value and aligns with the brand's commitment to quality.

Social Perception

Go-To for Charlotte Gear, Community-Minded, Quality Provider, Authentic & Local, Stylish & Modern, Trusted Partner

Copy Examples

• •Headline (Website Banner): "Wear Your Heart on Your City. 704 Shop: Authentic Charlotte Streetwear."
• •Social Media Post (New Product): "Rep the Crown like never before. 👑 Our latest drop is pure Charlotte spirit, crafted with the quality you expect and the hometown love you deserve. Link in bio – join the movement. #704Shop #CharlottePride #QueenCityStyle #SupportLocalCLT"
• •Product Description (T-Shirt): "More than just a tee, it's a piece of Charlotte. Designed by locals, for locals (and those who wish they were). Made with ultra-soft, premium fabric because your city pride deserves the best. Rock it and show them where you're from."
• •"About Us" Snippet: "Born from a love for the 704 and a vision to unite our community through style. We're not just selling apparel; we're weaving the fabric of Charlotte into every design. From day one, it’s been about passion, quality, and giving back to the city that made us."
• •Email Subject Line (Community Event): "704 Shop & [Local Charity]: Teaming Up for a Better Charlotte!"