Brand Tone

Predominantly Friendly & Approachable, Community-Oriented & Supportive, Enthusiastic & Passionate, Playful & Creative, Authentic & Genuine

Brand Values

• •Support for Local & Independent Creators
• •Community Engagement
• •Quality & Design
• •Curated Selection
• •Positive & Uplifting
• •Midwest Pride

Best Practices

• •Embrace "Friendly Neighbor" Language: Use warm, inviting, and conversational language. Address the audience directly (e.g., "Indy," "friends," "you"). Avoid overly formal or corporate jargon.
• •Spotlight the "Maker Story": Whenever possible, weave in details about the local artists and makers behind the products. This reinforces the values of supporting local talent and authenticity. Use phrases like "crafted by," "designed by," "meet the maker."
• •Infuse Local Pride: Regularly incorporate references to Indianapolis, Broad Ripple, and the Midwest. This resonates with the local audience and reinforces the community focus (e.g., "Indy's best," "Midwest charm," "your Broad Ripple favorite").
• •Maintain Positivity and Enthusiasm: Let genuine excitement for the products and community shine through. Use positive adjectives, exclamation points (judiciously), and emojis where appropriate for the platform to convey a "good mood."
• •Be Visually Consistent with Verbal Tone (Especially Social Media): Ensure that the copy complements the bright, clean, and appealing visuals. If the image is playful, the caption can be too. If it's a more artistic shot, the copy can reflect that appreciation for design, while still remaining accessible. Authenticity in voice, supported by authentic imagery, is key.

Social Perception

Positive & Well-Regarded, A Destination for Unique Finds, Supporter of the Local Economy & Arts Scene, Friendly & Welcoming, Trendy & Aesthetically Pleasing

Copy Examples

• •✨ Fresh drop alert! ✨ Indy, meet your new favorite handcrafted ceramic mugs by the incredibly talented @[LocalMakerHandle]! ☕️ Each piece is a little work of art, made with love right here in our city. Perfect for cozy mornings or gifting a piece of Indy pride. Swing by the shop or tap the pic to snag yours! #TheShopIndy #IndyMakers #SupportLocalArt #BroadRipple #HandmadeWithLove
• •Looking for gifts that tell a story? 🎁 At The Shop Indy, we've curated the best from local and Midwest makers – unique apparel, charming home goods, and one-of-a-kind accessories you won't find anywhere else. Shop small, support creators, and spread good vibes this season! Visit us in Broad Ripple or explore online. #ShopIndy #MidwestMade #UniqueGifts #GoodMoodMarket #Indianapolis
• •Unboxing happiness! 😍 So many amazing new goodies just landed from our favorite Midwest makers! ✨ Can’t wait to get these beauties on the shelves and online for you all. Which one are you most excited about? Let us know! 👇 #TheShopIndy #NewCollection #MakerMagic #ShopLocalIndy #MidwestIsBest #TikTokMadeMeBuyIt (but locally!)
• •You're Invited! 🎉 Join Us for a Weekend of Local Love & Good Moods at The Shop! (Email Body Snippet): Hey Indy Friends! Get ready for a weekend packed with creativity and community spirit! We're hosting a special pop-up featuring live demos from local artisans, exclusive new arrivals, and maybe even a treat or two. Come celebrate the talent right here in our backyard! More details inside...
• •Discover Unique. Support Local. Feel Good. ✨ Your home for handcrafted treasures from Indianapolis & the Midwest.