Brand Tone

friendly, personal, and approachable

Brand Values

• •Family & Community
• •Personalization & Customization
• •Quality & Craftsmanship
• •Customer Satisfaction & Service
• •Passion for the Craft

Best Practices

• •Use "We" and "Our" to Emphasize the Family/Team Aspect: Consistently refer to the business as "we" or "our family" to reinforce the personal, small-business feel. (e.g., "Our family puts care into every detail").
• •Keep Language Warm, Approachable, and Slightly Informal: Avoid overly corporate or technical jargon. Use contractions (like "we're," "it's") and friendly, everyday language.
• •Highlight Personalization and Customization: Always bring the focus back to how the customer can make the product their own. Use phrases like "uniquely you," "your design," "personalized for..."
• •Inject Enthusiasm and Passion: Let the love for the craft shine through with positive and enthusiastic wording (e.g., "beautifully engraved," "loves bringing your ideas to life," "amazing," "treasures").
• •Tell Your Story (Subtly and Overtly): Weave in elements of the "small business," "family-run," and "made from home" narrative where appropriate to build connection and trust. Mentioning their location (Ankeny, Iowa) can also foster a sense of local community.

Social Perception

positive

Copy Examples

• •Headline: "Your Memories, Beautifully Engraved. Create a gift they'll treasure forever with Rhino Engraving." Body: "From your little one's first drawing on a tumbler to a special message on a wedding gift, we're a family business in Ankeny that loves bringing your ideas to life. Let's make something amazing together!"
• •Social Media Post (with image of a custom tumbler): "Sip in style with a tumbler that's uniquely YOU! 🤩 Whether it's a funny quote, a beloved pet, or your own design, we'll engrave it perfectly. What will your custom tumbler say? #RhinoEngraving #PersonalizedGifts #CustomTumbler #AnkenyIowa #ShopLocal"
• •Product Description (for cutting boards): "More than just a cutting board, it's a centerpiece for your kitchen, engraved with love. ❤️ Perfect for housewarmings, weddings, or just because! Our family puts care into every detail, right here from our home workshop. #EngravedCuttingBoard #KitchenGifts #Handcrafted #RhinoEngraving"
• •Email Subject Line: "Make it Personal! ✨ Unique Engraved Gifts from Our Family to Yours." Body Snippet: "Hi [Customer Name], looking for a gift that truly stands out? At Rhino Engraving, we believe the best gifts come from the heart (and a little bit of awesome laser engraving!). See what we can create for you..."
• •About Us Snippet for Website: "Welcome to Rhino Engraving! We're not a big corporation, just a family in Ankeny, Iowa, passionate about creating beautiful, personalized engraved treasures from our home to yours. Every piece is made with love and a little help from the kids (especially around the holidays!). Thanks for supporting our dream!"