Brand Tone

Friendly, Approachable, Passionate, Proud, Authentic, Down-to-Earth, Community-Oriented, Humorous, and Trustworthy

Brand Values

• •Pittsburgh Pride: Celebrating everything unique about Pittsburgh – its culture, lingo, art, sports, food, and history.
• •Authenticity: Staying true to the spirit of Pittsburgh and its people.
• •Quality: Commitment to providing high-quality products.
• •Customer Satisfaction: A strong focus on excellent customer service and a "no hassle" guarantee.
• •Community & Family: Born from a family passion, they aim to connect with and build a community of Pittsburgh enthusiasts. The principles "Be decent - Be kind. Do what you mean and mean what you say. Be accountable. Don't judge; if you have to, judge character. Work hard. Be nice. and don't take BS from anybody" are explicitly stated.
• •Inclusivity & Heart: The prominent and positive featuring of Keck, a co-founder with Down syndrome, showcases a value for inclusivity and celebrating individual contributions.
• •Respect for Heritage: They research designs to ensure no active trademarks or copyrights are infringed, showing respect for local brands and businesses of the past.

Best Practices

• •Embrace "Pittsburghese" Authentically: Use local slang and dialect (e.g., "yinz," "nebby," "dahntahn," "jagoff" – when appropriate and in good spirit) consistently but naturally. Avoid forcing it where it doesn't fit. The blog already does a great job of defining and celebrating this.
• •Stay Passionate and Enthusiastic: Let the genuine love for Pittsburgh shine through in every piece of copy. Use exclamation points judiciously to convey excitement, especially when talking about sports or beloved city icons.
• •Maintain a Friendly, Conversational, and Inclusive Voice: Write as if you're talking to a neighbor or a friend from Pittsburgh. Keep the language accessible and welcoming. Reference the family aspect and Keck's involvement to reinforce the personal touch.
• •Reinforce Core Values: Weave in mentions of quality, community, authenticity, and Pittsburgh pride whenever relevant. The "no hassle guarantee" is a strong value proposition that can be reiterated.
• •Be Consistent Across All Channels: Whether it's a product description, a social media update, an email, or a blog post, the tone should feel unmistakably "YinzerShop." Develop a simple style guide with key phrases, preferred terms, and a "voice" description for anyone creating content.

Social Perception

Positive: Customers generally praise the unique Pittsburgh-themed products, quality, and customer service. Authentic Pittsburgh Experience: Seen as a go-to source for genuine Pittsburgh gear and a brand that truly "gets" the local culture. Family-Oriented and Trustworthy: The story of the founders and their customer guarantee likely contribute to a perception of a caring and reliable business. Celebratory of Local Identity: The brand is perceived as a champion of "Yinzer" pride and the unique aspects of Pittsburgh life.

Copy Examples

• •Product Description (T-Shirt with "Nebby" on it): "Yinz know what it means. Show off yer true Pittsburgher roots with this super-soft nebby tee. Perfect for those times yinz just gotta know what's goin' on. High quality, just like everything from da 'Burgh. #YinzerAndProud"
• •Social Media Post (Facebook/Instagram - picture of a customer wearing a Steelers-themed item from YinzerShop at a game): "Lookin' sharp, [Customer Name]! Nothin' beats game day in the 'Burgh, especially when you're reppin' the black and gold with some YinzerShop style. Thanks for sharing, yinz! Let's go Steelers! #YinzerShop #SteelCityPride #HereWeGo"
• •Email Newsletter Snippet (Promoting new arrivals): "Hey Yinz! Keck and the team have been busy cookin' up some new Pittsburgh goodness just for you. From classic 'Burgh sayings to fresh designs celebrating our awesome city, there's somethin' for every Yinzer in your life. Come on dahn and check 'em aht! [Link to New Arrivals]"
• •Website Banner Text (Homepage): "YinzerShop: Your Home for Everything Pittsburgh. Real 'Burgh Gear. No Hassle, Just Happy Yinzers. Guaranteed."
• •About Us Snippet (Short version for social media bio): "Born outta love for the 'Burgh! YinzerShop is a family gig celebrating all things Pittsburgh – from the lingo to our black & gold pride. Quality gear, great service, and a whole lotta heart. Come say hi! #YinzerShop #PittsburghProud"