Brand Tone

Friendly & Approachable, Passionate & Enthusiastic, Whimsical & Playful, Authentic & Transparent

Brand Values

• •Quality Craftsmanship
• •Uniqueness & Individuality
• •Australian Made & Inspired
• •Joy & Comfort for Children
• •Personal Connection & Small Business Ethos

Best Practices

• •Create a Simple Tone of Voice Guide: Document key characteristics of your brand's voice (e.g., "Friendly, not formal. Enthusiastic, not salesy. Playful, not silly.") and share it with anyone creating content.
• •Use "We/I" and Speak Directly to the Customer: Foster a personal connection by using first-person (e.g., "I designed this because...") and addressing the customer directly (e.g., "Your little one will love...").
• •Incorporate Thematic Language: Weave in words and phrases related to your brand's core themes (e.g., for Willie Wagtail: "Aussie magic," "little explorer," "sunshine," "handmade charm," "wildflower").
• •Show, Don't Just Tell, Your Passion: Instead of just saying "we are passionate," let it shine through in enthusiastic descriptions, stories behind designs, and genuine excitement for new products.
• •Review and Refine Regularly: Periodically review your website copy, social media posts, and customer communications to ensure they still align with your intended tone. Read them aloud to catch awkward phrasing or an off-key voice.

Social Perception

Positive & Admired, Trusted, Supportive of Small Business, Associated with "Specialness"

Copy Examples

• •Instagram Post (New Collection): "Twirl into a wonderland of Aussie magic! 🌸 Our newest collection has blossomed, featuring hand-drawn Gumnut Babies and playful Kookaburras on the softest cotton. Perfect for sunny adventures and making precious memories. Handmade with love, right here on Tamborine Mountain, for your little wildflower. ✨ Shop the magic via the link in bio!"
• •Facebook Ad (Targeting Mums): "Tired of the same old pastels? Let your little one's personality shine in our vibrant, Aussie-inspired dresses! 🐨🌿 Designed by a mum, for mums who love quality, comfort, and a sprinkle of down-under charm. See why our handmade creations are a customer favourite! Discover the collection: [Link]"
• •Product Description (Website): "Meet the 'Bush Buddies' Twirl Dress! Imagine your little explorer giggling with delight, wrapped in this super-soft, 100% cotton dress. Featuring a whimsical print of friendly kangaroos, sleepy koalas, and cheeky cockatoos, it’s designed for endless play and happy dances. Lovingly handmade to ensure every stitch is perfect, because we believe childhood should be colourful and comfy!"
• •TikTok Video Caption (Behind-the-Scenes): "From fabric dreams to a finished dress! ✨ Watch the magic happen as I whip up another 'Wattle Wonder' romper. Each piece is a little bit of Aussie sunshine, sewn with love (and lots of coffee!). What should I make next? #HandmadeWithLove #KidsFashionAustralia #SmallBizMagic"
• •Email Newsletter Snippet (Special Offer): "Hello Sunshine! ☀️ We've got a little treat just for our amazing Willie Wagtail family. This weekend only, hop into savings with 15% off all our rompers – perfect for your little adventurer's next big discovery! Let's make their wardrobe as bright and unique as they are. Use code: AUSSIEKIDS at checkout."