Brand Tone

Friendly & Approachable, Genuine & Authentic, Passionate & Enthusiastic, Appreciative & Community-Focused, Helpful & Informative

Brand Values

• •Handcrafted Quality
• •Family Business
• •Small Business Support
• •Creativity & Craftsmanship
• •Customer Connection & Satisfaction
• •Passion for their Work
• •Local (Welsh) Identity

Best Practices

• •Create a Simple Tone of Voice Guide: Briefly document key characteristics of your brand voice (e.g., "Friendly, not formal. Enthusiastic, not over-hyped. Personal, not unprofessional"). Share this with anyone creating content.
• •Use "We" and Personal Stories: Refer to the business as "we" (Sarah and Gafyn) and continue sharing personal anecdotes, the journey, and the "why" behind their business. This reinforces the family-run, personal touch.
• •Engage Authentically: Respond to comments and messages in the same friendly, genuine tone used in posts. Ask questions to encourage interaction and show you value customer input.
• •Show, Don't Just Tell, the "Handmade" Aspect: Continue to use language that highlights the care, craftsmanship, and small-batch nature of their products (e.g., "carefully sanded," "hand-painted," "made to order just for you").
• •Maintain Visual Consistency: While not strictly copywriting, the visual tone (rustic, warm, high-quality photos) on their website and social media supports and reinforces the written tone. Ensure copy complements these visuals. For example, if the image is cosy and rustic, the copy should evoke similar feelings.

Social Perception

Customers and the public likely perceive "Crafted in the Valley" as a trustworthy, creative, and personable small business that produces high-quality, charming handmade items. The transparency in showing their making process and themselves likely builds trust and a positive connection. They are seen as artisans who put care and personality into their products. The "family-run" aspect often resonates positively, suggesting a more personal touch compared to larger, impersonal companies.

Copy Examples

• •Hello lovely people! 👋✨ Sarah here, and I'm SO excited to show you what Gafyn and I have been busy crafting in the valley this week! Meet our new [Product Name] – lovingly handmade from start to finish, right here in our South Wales workshop. We think it’ll add the perfect rustic touch to your [room/space]. What do you all think? Let us know in the comments! 👇 #CraftedInTheValley #HandmadeHomeDecor #NewProduct #SmallBusinessLove #MadeInWales
• •Watch the magic happen! ✨ From a simple piece of wood to a beautiful [Product Name] ready to find its new home. 🥰 Each one is made with so much love and a little bit of workshop chaos (Gafyn’s singing mostly! 😉). #HandmadeProcess #CraftRoom #SmallBizOwners #Woodworking #HomeDecor #CraftedInTheValley
• •Welcome to Crafted in the Valley! We're Sarah and Gafyn, a husband and wife team from the beautiful valleys of South Wales. What started as a little hobby in 2020 quickly grew into our passion and full-time dream. Every piece you see is designed and handcrafted by us, with the hope of bringing a little bit of handmade happiness into your home.
• •Cosy season is calling! 🍂 As the evenings draw in, we’re here to help you make your home extra snug with our latest collection of handcrafted wooden goodies. From our [Seasonal Product 1] to the ever-popular [Bestselling Product], find something unique that’s been made with care, right here in the valley. Plus, a little thank you from us – enjoy 10% off your next order with code COSYVALLEY10!
• •Happy Friday everyone! We're busy planning our next craft fair stall – what kind of handmade pieces are you hoping to find for your home this autumn? We love hearing your ideas! Maybe you’ll inspire our next creation! Let us know below! 👇 #CommunityLove #HandmadeIdeas #HomeDecorInspo #CraftedInTheValley #SupportSmall