Brand Tone

Friendly, Welcoming, Inspiring, Passionate, Knowledgeable, Helpful, and Community-Oriented.

Brand Values

• •Community
• •Quality and Variety
• •Inspiration and Creativity
• •Craftsmanship and Tradition
• •Inclusivity

Best Practices

• •Embrace 'We' and 'You': Use inclusive language that fosters a sense of shared passion and direct connection with the customer (e.g., 'We love this yarn because...', 'You'll find this perfect for...').
• •Focus on Inspiration and Possibility: Frame product descriptions and social media posts around what customers *can create* and the joy of the crafting process, not just the item's features. Use words like 'imagine,' 'create,' 'inspire,' 'discover.'
• •Maintain a Welcoming and Encouraging Voice: Ensure all communications, from website copy to social media replies, are friendly, approachable, and supportive, especially for those new to the craft. Avoid jargon where possible or explain it gently.
• •Highlight Community Aspects: Regularly feature events like knit nights, classes, and customer projects (with permission). Use language that emphasizes connection, sharing, and learning together.
• •Be Genuinely Enthusiastic: Let the passion for yarn and knitting shine through in your writing. Use descriptive, evocative language when talking about textures, colors, and the feeling of different fibers. Share personal anecdotes or staff favorites when appropriate (as seen in the blog).

Social Perception

Established Local Yarn Shop, Community Hub, Source of Quality Supplies, and Supportive of the Crafting Community.

Copy Examples

• •Instagram Post (New Yarn Arrival): 'Hello, gorgeous! ✨ We're swooning over the latest [Yarn Brand] delivery. Imagine the cozy sweaters and vibrant shawls you could create! Pop by the shop or our website to get inspired. What will you make first? #CloseKnitPDX #NewYarn #Knitspiration #PortlandKnitters #SupportLocalYarnStore'
• •Facebook Event (Open Knit Night): 'Join our beloved Wednesday Open Knit Night! 🧶 Bring your current project, share a laugh, and connect with fellow yarn lovers from 6-8 PM. Everyone is welcome, from beginners to seasoned pros. Let's make something beautiful together! #CloseKnitCommunity #PDXKnitNight #KnitPortland #AlbertaArtsDistrict'
• •Website Blog Post Snippet (Highlighting a Class): 'Ready to cast on your first sweater or master a new technique? Our upcoming [Class Name] class is the perfect place to learn and grow with friendly guidance. We believe everyone can create something wonderful with yarn! Sign up today and let's get knitting. [Link to classes page] #CloseKnitClasses #LearnToKnit #KnittingCommunity #PortlandCrafts'
• •Email Newsletter Subject Line: 'Cozy Up with New Arrivals & Join Our Knit Community!' Email Body Snippet: 'Here at Close Knit, we're more than just a yarn shop – we're a haven for creativity and connection. Discover our latest collection of inspiring yarns, perfect for your next project, and don't forget to mark your calendars for our upcoming events where you can share your passion with fellow makers. Happy Knitting!'
• •Product Description Snippet (for a versatile yarn): 'Dreaming of a super-soft baby blanket or a vibrant, everyday shawl? [Yarn Name] is your go-to! This beautiful [fiber type] yarn offers incredible stitch definition and a delightful feel, making it a joy to work with for any project on any budget. We can't wait to see what you create! #CloseKnitFinds #YarnLove #KnittersOfInstagram'