Brand Tone

Inclusive and Welcoming, Supportive and Encouraging, Passionate and Nerdy, Community-Focused, Approachable and Friendly

Brand Values

• •Inclusivity and Diversity
• •Community
• •Education and Skill-Building
• •Safety and Support
• •Integrity and Accountability
• •Craftsmanship and Quality
• •Empowerment
• •Constant Improvement

Best Practices

• •Prioritize Inclusive Language: Always use welcoming and affirming language that speaks to "everyone." Actively avoid jargon or exclusionary terms. When highlighting specific classes, be clear about who they are for (e.g., "Women+ Intro to Woodworking").
• •Emphasize Support and Safety: Reiterate the "safe," "supportive," and "ego-free" nature of the learning environment in your copy. This builds trust and lowers the barrier to entry for hesitant potential students.
• •Show, Don't Just Tell, Community: Instead of just saying "community," use phrases like "woodworking family," "new friends to help with glue-ups," or highlight collaborative projects and member interactions.
• •Balance Passion with Accessibility: Let your enthusiasm for woodworking shine ("nerd out," "passion for craft"), but always bring it back to how this passion benefits the student and makes learning enjoyable and understandable, even for absolute beginners.
• •Maintain a Friendly and Approachable Persona: Write as if you're talking to a curious friend. Use contractions, ask questions, and keep sentences relatively clear and concise. The tone should feel like an invitation to join something fun and rewarding.

Social Perception

Welcoming and Inclusive Space, High-Quality Instruction, Community Hub, Empowering, Valuable Resource, Sometimes Perceived as Expensive

Copy Examples

• •Headline: Your Ideas, Our Tools, Zero Intimidation. Body: Always wanted to build something beautiful but didn't know where to start? Allied Woodshop is your friendly, inclusive space to learn woodworking from the ground up. Join our community and let's make sawdust together! #WoodworkingForAll #SafeShop #LearnToBuild
• •Headline: More Than a Class, It's a Community. Body: At Allied Woodshop, you'll find more than just expert instruction and top-notch tools. You'll find your people – a supportive, creative, and diverse group ready to share the joy of making. Come build with us. #WoodworkingCommunity #LAWoodshop #CreativeSpace
• •Headline: Unleash Your Inner Maker. (Yes, You!) Body: Think woodworking isn't for you? Think again! Our classes, especially those for women, trans, and non-binary folks, are designed to empower everyone to pick up a tool and create. No experience? No problem! #InclusiveWoodworking #Empowerment #DIYWoodworking
• •Headline: From Curious Beginner to Confident Crafter. Body: Our Intro to Woodworking class is the perfect first step. We'll guide you through the essentials in a fun, ego-free zone, helping you build skills and a cool project to take home! #BeginnerWoodworking #WoodworkingClasses #HandmadeLA
• •Headline: Nerd Out About Wood? So Do We. Body: At Allied Woodshop, we're passionate about every grain, joint, and finish. Our talented instructors are here to share their knowledge and help you dive deep into the craft you love. Let’s get nerdy! #WoodworkingPassion #Craftsmanship #LAWoodworkers