Brand Tone

Helpful, Friendly, Reliable, and Enthusiastic (Subtly)

Brand Values

• •Quality
• •Customer Satisfaction
• •Value for Money
• •Reliability
• •UK-Based
• •Passion for Craft

Best Practices

• •Create a Simple Tone of Voice Guide: Document key characteristics (e.g., "Friendly, not silly," "Helpful, not condescending," "Enthusiastic, not over-the-top"). Share this with anyone creating content.
• •Focus on Customer Benefits and Solutions: Frame copy around how the products help the customer achieve their creative goals or solve a problem (e.g., "Find the perfect shade to bring your vision to life," rather than just "We sell blue paper").
• •Use "You" and "Your" Regularly: Speak directly to the customer to make the copy feel more personal and engaging.
• •Maintain a Positive and Encouraging Stance: Especially important for a craft-focused audience. Celebrate creativity and offer solutions rather than just listing products.
• •Review and Refine: Regularly review website copy, social media posts, and email communications to ensure they align with the desired tone. Read copy aloud to catch awkward phrasing or an inconsistent voice.

Social Perception

Positive, Specialist Supplier, Trustworthy

Copy Examples

• •Facebook Post (New Product): "Hello, lovely crafters! 👋 Get ready to make your projects pop with our NEW range of shimmering pearlescent cardstock! Perfect for elegant invitations or adding that extra sparkle to your designs. ✨ Explore the collection and find your new favourite shade today! #A4SheetsUK #CardMaking #PaperCraft #NewProduct #UKCrafters"
• •Website Banner (Sale): "Stock Up & Save! ✂️ Get 15% off all A4 coloured paper this week. Quality you can trust, at prices you'll love. Your next masterpiece starts here! Shop now for fast UK delivery."
• •Email Subject Line (Engagement): "Stuck for ideas? ✨ Fresh inspiration + our top paper picks inside!"
• •Product Description Snippet (Highlighting Quality & Service): "Crafted for brilliance, our premium 250gsm silk card offers a beautifully smooth finish, perfect for your high-quality prints and projects. As a small family business, we're here to help! Any questions about the best card for your needs? Just ask!"
• •Instagram Bio (if they were to create one): "Your friendly UK supplier for quality A4 paper, card & craft essentials. 🇬🇧 Helping you create beautiful things! 👇 Shop our rainbow of colours & textures."