Brand Tone

Inspiring & Empowering, Friendly & Approachable, Helpful & Educational, Nostalgic & Trustworthy, Creative & Fun

Brand Values

• •Creativity & Innovation
• •Quality & Reliability
• •Empowerment
• •Community
• •Heritage & Legacy

Best Practices

• •Embrace the Founder's Spirit: Channel Aleene Jackson's innovative, resilient, and empowering attitude. Highlight the brand's rich history and pioneering role in a way that feels authentic and inspiring.
• •Focus on "How-To" and Inspiration: Consistently provide helpful tips, clear instructions, and diverse project ideas that encourage users to start creating, regardless of skill level.
• •Use Friendly, Inclusive Language: Make everyone feel welcome in the Aleene's crafting community. Avoid overly technical jargon and opt for clear, encouraging, and approachable wording.
• •Showcase Versatility and Reliability: Emphasize the wide range of applications for Aleene's glues and their trusted performance, reinforcing the "go-to" nature of the brand.
• •Celebrate Creativity and Connection: Highlight the joy of making and the connections forged through shared crafting experiences. Encourage user-generated content and community interaction.

Social Perception

Positive, Go-To Brand, Iconic, Helpful Resource, Generally Reliable Products

Copy Examples

• •Headline: Unlock Your Inner Maker with Aleene's: 75 Years of Trusted Adhesion. Body: From quick fixes to your next masterpiece, Aleene's glues are here to bring your creative visions to life. Discover the perfect bond for your project and join generations of crafters who trust Aleene's. #AleenesDIY #CraftWithConfidence
• •Headline: Still Tacky After All These Years! ✨ Body: Aleene's Original Tacky Glue – the iconic gold bottle that’s been a craft room staple since 1950! What amazing projects have you created with it? Share your memories and makes with #MyAleenesStory.
• •Headline: Don't Toss It, Transform It! 🌱 Body: Give your old treasures a new lease on life. With Aleene's versatile range of adhesives, upcycling is easier than ever. Let's get creative and make something beautiful together! Find your perfect glue at aleenes.com. #SustainableCrafting #DIYHomeDecor
• •Headline: Crafting a Legacy, One Project at a Time. Body: Inspired by our founder Aleene Jackson, a true pioneer who empowered millions to create. We're proud to continue her mission by providing the tools and inspiration for today's makers. What will you create today? #AleenesLegacy #EmpowerCreativity
• •Headline: Mess-Free, Stress-Free Crafting Fun! Body: Our non-toxic and easy-to-use glues are perfect for crafters of all ages. Dive into your next family project with Aleene's and make memories that stick! Check out our kid-friendly DIYs on aleenes.com/projects.