Brand Voice Guidelines Little Hometown - 2024

WHAT’S TO COME:

1. A) THE BRAND
2. B) THE VOICE
3. C) PUTTING IT TOGETHER
4. D) WORDS & PHRASES
5. E) STYLE GUIDE
6. F) VOICE IN THE WILD

A) THE BRAND

WHAT LITTLE HOMETOWN (sometimes abbreviated as LHT) STANDS FOR AND DELIVERS

LITTLE HOMETOWN

Home isn’t any one thing. It can’t be described as a collection of things or a place on a map. Home is that feeling of being where you belong. A feeling of comfort, contentment, and wholeness. At Little Hometown, we want to help you feel that feeling wherever you are, whenever you need it. We believe home is where you can be wholly you -- openly, honestly, fearlessly! Beyond the physical, we believe that home is already inside of you. That you can embrace every whimsical journey life has to offer because you know you’re already home. This is what we live to remind you of with our products, and we do it by bringing out the intimate feeling of connection to the place you call home. We believe that the world around us has a large part in shaping who we are. So Little Hometown exists to remind you of that original sense of belonging, of home inside of you. We’re here to help you remember the warmth of that feeling. In our busy contemporary lives, defining ‘home’ isn’t always easy. Our homes have turned into offices, daycare centers, high schools, restaurants, doctors offices - and much more. It’s beautiful to accomplish so much from our physical homes, but only if we’re still able to remember what the rest of home actually is.

LITTLE HOMETOWN

For us, the answer is always returning to what evokes that indescribable feeling of pure belonging, understanding, and acceptance. To offer your children what you feel they deserve, you need to feel whole. What does wholeness mean? We believe wholeness means acknowledgment, acceptance, and appreciation for the entirety of you. To take it a step further, ‘you’ extends to your family, children, and everyone who’s a part of you. At Little Hometown, we offer simple ways to connect with that feeling of home. We work solely to create the extraordinary simply by adding extra to the ordinary. Our considered, heartfelt offerings are designed to expand and deepen those special moments with your baby where you can melt your stress and find peace in the power of connection. Little Hometown is everything precious that home means to you. And if you’re passionate about celebrating you, you’re at home here.

WE WANT OUR CUSTOMERS TO FEEL:

• NURTURED
• SOOTHED
• COMFORTED
• EMPOWERED
• ELEGANT
• BEAUTIFUL
• PART OF A COMMUNITY
• AT HOME, ANYWHERE
• LIKE A TRENDSETTER IN STYLE & PRACTICE

AND THAT MEANS WE NEED TO BE:

• LOVING
• SOOTHING
• INSPIRING
• NOURISHING
• RELATABLE
• TENDER
• HONEST, TRANSPARENT
• WELCOMING
• MOTIVATING

B) THE VOICE

HOW LITTLE HOMETOWN’S COMMUNICATION'S REFLECT WHAT LHT DOES

LITTLE HOMETOWN

Who is our voice for?

Our tone of voice needs to connect with old and young alike, specifically Gen Z, Millennials, and Boomers who are seeking products and companies that align with their personal values of transparency, quality, and community.

They are hungry for fresh, personal products created by another real human being with a name and a face. They’re tired of forking out hard-earned cash for corporate-made ‘crap’ that irritates baby’s skin, falls apart, and tricks buyers with false claims of comfort . They want to show affection with a personal touch to their loved ones, and are willing to search longer than most for a genuine, love-based product. Our target customers value home, family, and style, but they value nothing more than connecting with and caring for the child in their lives. They are moms, dads, grandparents, friends, neighbors, and everything in between. All with one thing in common: valuing quality over convenience when it comes to baby. They are looking for products and companies that feel the same.

DESIGNED SPECIFICALLY TO ADDRESS THIS AUDIENCE, THE LITTLE HOMETOWN VOICE ENCOMPASSES THREE KEY PILLARS:

1) Simplicity & Purity Simplicity and purity are the heartbeat of every function at Little Hometown. LHT’s entire experience is based in honesty and transparency so that our LHT families can confidently trust in the products they put onto their most precious cargo: their children. We are an open book. Simplicity, empathy, and love of family (genetic and otherwise) are at the root of every action. This means that we accept responsibility for communicating clearly and honestly, making every relevant detail accessible, appealing, and digestible for our customers. We’re heartfelt, meditative, and personal in our communications. We don’t get overwhelmed or rattle on about unnecessary bits of information. Every outreach, every word is necessary and for a purpose, including the adlib personal touches woven throughout our copy.

LIKE THIS: You’ll find our swaddles to be the highest quality blend of organic cotton and bamboo on the market. That’s because we’ve intentionally scoured the globe seeking out the softest, purest fabrics available so that even the most sensitive skin types can enjoy the limitless comfort and security of swaddling.

NOT LIKE THIS: Our fabrics are made of the softest materials available on the market today.

2) ELEGANCE & GRACE

We’re raising the bar for ‘cute, functional, and comfortable’ baby products. We are taking grace and beauty to a transcendent level, beyond looks and material glamour. We are creating an experience, a community, a sense of belonging, re-writing the script for brand trust. And we want our customers and retailers to come on this adventure with us. We need to use inclusive, welcoming language, showing every customer and retailer that they’re part of something special. That they’re part of the very beginnings of a movement where genuinity and love can take on the status quo - and win. We use warm-hearted words and phrases that resonate with our target audience. We utilize the power of ‘YOU’ in our communication to create a direct connection. We believe in the Little Hometown movement and we want our customers and business colleagues to experience that belief, too.

LIKE THIS: Our swaddles are meant to last, never sacrificing on quality. Savor your swaddle blanket from pregnancy into toddlerhood. Giving birth? Use this to greet your baby in a cloud of comfort. Nursing in front of your neighbor Tom? Nursing cover. Going on a trip? Travel blanket. Taking a few pics? Picture backdrop. Having a little party? Table cloth. We could go on, but…

NOT LIKE THIS: Our swaddles have multiple uses that span from pregnancy to Kindergarten and beyond.

3) FUN & EMPOWERMENT

We’re a brand, but we dwell in our humanness. We are passionate about the infinite possibilities regarding connection and transformation that lie within the small business / customer relationship -- and we merge this passion with the Little Hometown experience. We wholeheartedly believe in the Little Hometown philosophy and the empowering impact it can have on the lives of our customers and retailers. Our communications embody the qualities that make up our passion: optimism, curiosity, imagination, love, warmth, empathy, and wholesomeness. We don’t shy away from “off-brand” messaging or super vibrant language that help us form lasting connections with our customers. Our language is relatable, humble, and non-intimidating, but we are never shy about expressing the superiority of our products. We exude a connection to both home and adventure, sparking curiosity and introspection about the world around us and customers’ personal definition of ‘home.’ We strive to present our customers with the opportunity to enjoy and explore their own roots while putting faces to the term ‘small, local business.’

LIKE THIS: You can strip away the chaos of the outside world and immerse yourself in the stillness, the pure bliss of celebrating the comfort of home with your baby, wherever you are in the world.

NOT LIKE THIS: We want our customers to feel sentimental and connected to home while using Little Hometown products.

C) PUTTING IT TOGETHER

MEET LITTLE HOMETOWN.

An artsy, loving, hardworking mom in her 30s - 40s, Little Hometown has discovered a more authentic and rewarding lifestyle. LHT sees the world with optimism and has a breathtaking connection with adventure and family that’s propelled by an inner quest for joy. Little Hometown is a fabulous friend to countless and is often sought out for her calming, caring nature. She’s an open and dedicated listener and people feel truly safe and cared for in her presence and after speaking with her. She’s always willing to flow with the current of life, creating lanes where there were none before, jumping at any opportunity to explore the unexplored. She treasures looking at the same old things and places in endless different ways. Her innate curiosity and love of life keeps her constantly growing, learning, and connecting. She’s magnetic and warm to be around, and is always coming up with new, creative ways of inspiring people to chase their dreams.

Little Hometown is fiercely passionate about family, home, and loyalty, but never forgets that none of these things actually exist outside of her. She realizes and revels in the truth that by nourishing and enriching her own life, she effortlessly nourishes and enriches others. Little Hometown kindly questions anything that doesn’t make sense, even if it’s tradition. She never buys a fabric without knowing where every thread comes from, and she isn’t afraid to ask questions about something she doesn't understand. Finally, Little Hometown has an inner-glow that’s the bright spark for her confidence in her vision, capabilities, and expertise. She speaks with summery language, creating sparkles of joy and lasting relationships that are always, always meaningful.

TONE OF VOICE AXIS

• More Chatty than Formal
• More Warm than Detatched
• More Tasteful than Unrefined
• A little more Humerous than Serious
• Equally Casual and Professional
• Equally Wordy and Concise

The chart below is another way to visualize the above

Formal ……………………………X……. Chatty

Serious……………………X……………. Humorous

Detached………………………………X…. Warm

Professional …………………X………………. Casual

Unrefined ………………………………X…. Tasteful

Wordy …………………X………………. Concise

D) WORDS & PHRASES

COPYWRITERS CAN USE THE FOLLOWING WORDS OR PHRASES IN THE COPY TO REINFORCE THE BRAND VOICE WORDS & PHRASES

DESCRIBING LITTLE HOMETOWN

• Creative
• Artsy
• Genuine
• Loving
• Bright
• Luxury
• In-house
• Ode to home
• Elegant
• Partnership
• Grassroots
• Superior quality
• Small / family business
• Wholeheartedly
• Optimistic
• Passionate
• Vivid
• Glowing
• Devoted
• Personal
• Helpful
• Willing

PURITY & SIMPLICITY

● Wholesome

● Transparent

● Clean

● Fresh

● Crystal clear

● An open book

● Pristine

GRACE & ELEGANCE

● Luxury

● Graceful

● Lovingly

● Open to the world

● Tasteful

● Distinguished

● Polished

● Aesthetic

FUN & EMPOWERMENT

● Artistic

● Hardworking

● Adventurous

● Open-minded

● Pioneers

● Inventive

● Adventure

● Journey

Use More	Use Less	Reason
Ethical, honest, conscious	Trustworthy	Overused legalese
Inventive, unique, unparalleled	Original	It’s too abstract/overused
Adorable, chic, modern, contemporary	Fashionable	Overused jargon
Philosophy, standards	Values	It’s too formal
Purpose, intention	Mission	It’s too distant

 

E) STYLE GUIDE

THE LITTLE HOMETOWN VOICE AT-A-GLANCE

TONE

Provides the general feel of the writing. Gives the reader a sense of the intention and feelings of the voice:

• SIMPLICITY & PURITY
• ELEGANCE & GRACE
• FUN & EMPOWERING

LIKE THIS: Too hot, too cold, too short, too scratchy: you worry about all of these things. By wrapping your little one in any of our silky soft, cuddly and breathable garments, they won’t be the only one instantly soothed -- you will be, too!

NOT LIKE THIS: Finding the perfect baby garments can be a long, exhausting process. Save yourself time and worry, and start off with Little Hometown products.

EXPLANATION: The first example immediately expresses understanding of the target audience, and provides a solution through one of Little Hometown’s promises: superior quality baby items. It allows the reader to envision themselves as a less worried, more confident parent, grandparent, or the like. The second one is okay, but it doesn’t do LHT’s product or philosophy justice; therefore, it’s a missed opportunity.

LANGUAGE The word choice and grammar of the voice. Gives the reader a sense of the voice’s education, professionalism, and aids in conveying the tone.

• FEMININE
• OPTIMISTIC
• ALL-INCLUSIVE
• CREATIVE
• GENTLE, UNDERSTANDING

LIKE THIS: We know that you’ll love us once you try us, but we’re going to ask you to go a step further. Flaunt your hometown, bask in all the compliments, and spread the word: small business is the sparkling soul of our country. We care as much about honesty, ethics, and pristine quality products in businesses as much as you do. After all, we have kids, too. So give the next small business a shot the next time you get the chance. Are you an entrepreneur yourself? Send us a quick message! We live for expanding our network of grassroot business owners like yourself.

NOT LIKE THIS: We want our customers to become raving fans not only of our products, but of supporting small businesses as a whole.

EXPLANATION: The first example immediately engages the reader, evoking a sense of social influence that’s in line with LHT’s and the target audience’s values. LHT’s deep love and passion for our customers and fellow small business owners is clear, unquestioning, and available for all to take action and jump into -- without talking down to or expecting too much from the everyday customer. It feels aspirational and warm. The second example falls flat on expressing the sincere passion LHT thrives upon.

PURPOSE The reason the voice is speaking. Every touchpoint should be doing these three things to create copy that’s functional, not just fun to read.

• INSPIRE
• NURTURE
• CONNECT
• COMFORT

LIKE THIS: In a world where a single day in the life can feel like a trip around the globe, we celebrate those magical moments of precious stillness and deep connection brought on by feeling at home with your child.

NOT LIKE THIS: After a hard day, it’s comforting to feel connected to your baby, your hometown, and yourself.

EXPLANATION: The first example creates connection with the target audience right away, showing understanding and appreciation for the life of the average parent or caregiver. As it continues, words like ‘magical’, ‘precious’, ‘connection’, and ‘stillness’ evoke a sense of calm, tranquility, and closeness. It allows the audience to really picture what life could look like with LHT products. The second example almost makes the reader feel something, but it doesn’t have much umph, much empathy. It’s hard to picture a life with LHT in example two. It’s simply stating an assumed fact.

F) VOICE IN ACTION

WEB COPY How we communicate when nurturing people who visit our website:

• SOOTHING
• INCLUSION
• COMMUNITY

LIKE THIS: In a world of doing, it’s crucial to create moments for simply being. A moment for clarity, connection, and love where truly nothing else exists except the bond between you and baby. Your baby hardly understands that you two are separate people, so don’t mistake your own needs as unimportant but as the needs of your baby, too.

WHY IT HITS THE MARK: The copy speaks to the Little Hometown story and philosophy, speaking directly to the LHT community. It leaves the reader inspired to take action, but more importantly, communicates what LHT values most dear: the connection between you and baby.

CUSTOMER SERVICE How we care for our customers over email and social:

• ACTION
• EMPATHY
• DETERMINATION

LIKE THIS: I’m so sorry you’re experiencing a problem on your Little Hometown journey. Let me take a look at this now. Can you explain what’s going on in more detail so I can understand how I can best correct it?

NOT LIKE THIS We’re sorry you’re experiencing an issue. We’re so happy to help! Can you provide more detail about the issue? We’ll get back to you within 24 hours.

EXPLANATION The first example is heartfelt and to the point. It shows a clear willingness to take action immediately in order to serve the customer. Even if the issue will require more time, they can be sure that you’ve done everything you can at this time. Sincerity shines through in example one. The second example is distant, and it’s quite inconsiderate of the customer’s potential feelings towards the issue (“we’re so happy to help!” -- they may NOT be happy). Waiting 24 hours? Corporate jargon. “I have to look into this further. Can I get back to you as soon as I have an answer - tomorrow by this time at the latest?” is a comforting alternative to the 24 hour answer.