Brand Tone

Authentic & Proudly Local, Friendly & Approachable, Humorous & Playful, Nostalgic, Community-Oriented

Brand Values

• •Pittsburgh Pride
• •Authenticity
• •Quality
• •Customer Satisfaction
• •Family & Community
• •Respect for Heritage

Best Practices

• •Embrace "Pittsburghese" (Authentically): Incorporate local slang and phrases naturally throughout your copy. Create a glossary of key "Yinzer" terms and use them appropriately to connect with the target audience. Avoid overdoing it to the point of it feeling forced.
• •Tell Pittsburgh Stories: Weave in references to local landmarks, traditions, sports moments, and cultural nuances that resonate with Pittsburghers. This reinforces the brand's deep connection to the city.
• •Maintain a Friendly, Conversational Voice: Write as if you're talking to a friend from Pittsburgh. Use contractions, colloquialisms (where appropriate), and a generally informal but respectful tone.
• •Inject Humor and Local Wit: Pittsburghers often appreciate a good sense of humor. Don't be afraid to be playful and lighthearted in your copy, using inside jokes or relatable local scenarios.
• •Be Genuinely Passionate: Let the love for Pittsburgh shine through in every piece of communication. Authenticity in celebrating the city will resonate more strongly than simply using keywords. Ensure that passion translates into excellent customer service and quality products, as promised.

Social Perception

Positive Customer Feedback, Embracing the "Yinzer" Identity, Go-To for Pittsburgh Gear, Community Contributor

Copy Examples

• •Facebook Post (New T-shirt): "N'at. Ready to show off some serious Burgh pride? Our new 'Yinz Comin' Dahntahn?' tee just dropped, and it's softer than a Stillers win on a Sunday. Grab yours before they're all gone, or yinz'll be nebby!"
• •Instagram Caption (Lifestyle Image with Product): "Fuelin' up for a day of exploring the Strip District with some Primanti's and our classic Yinzer script hat. What's yinz favorite Pittsburgh adventure? #YinzerShop #PittsburghPride #Dahntahn #412"
• •Product Description (Coasters): "Protect ya table like Fleury protected the net! These 'Pittsburghese' Doodle Coasters ain't just fer lookin' at – they're tough enough for your gnarliest glass of pop. Perfect for any proud Yinzer's coffee table. Makes a great gift, too, if yinz are feelin' generous!"
• •Email Subject Line (Sale): "Hey Yinz! Don't Be a Jagoff – Check Aht Our Sale!"
• •Website Banner (Holiday Promotion): "Stuff Ya Stockings, Yinzer Style! Find the perfect gifts from da Burgh for everyone on your list. Free shipping on orders over $50 – get it while it's hot like a pierogi fresh outta the pan!"