Brand Tone

Appreciative & Respectful, Descriptive & Evocative, Authentic & Genuine, Warm & Inviting, Promotional (Direct)

Brand Values

• •Celebration of Craftsmanship
• •Authenticity
• •Cultural Heritage
• •Quality
• •Support for Artisans

Best Practices

• •Develop a Brand Voice Guide: Create a simple document outlining key tone characteristics (e.g., "appreciative," "descriptive," "authentic"), approved vocabulary (e.g., "artisan," "handcrafted," "heritage," "bespoke"), and phrases to avoid. Share this with anyone creating content.
• •Immerse in the Products & Culture: Ensure copywriters understand the story behind the products, the techniques used, and the cultural significance. This allows for more authentic and descriptive language.
• •Prioritize Storytelling: Instead of just listing features, tell the story of the item, the artisan, or the tradition it represents. This naturally aligns with the appreciative and authentic tone.
• •Be Visually Consistent with Language: The evocative and descriptive language should complement the high-quality imagery used, creating a cohesive brand experience. If the visuals are rich and detailed, the language should be too.
• •Review and Refine Regularly: Periodically review all marketing copy (website, social media, ads) to ensure it aligns with the defined brand tone and values. Solicit feedback and make adjustments as the brand evolves.

Social Perception

The perception Craftview aims to cultivate is that of a purveyor of beautiful, authentic, and culturally rich handcrafted goods. Customers engaging on their social media appear to be attracted to the aesthetic appeal and uniqueness of the products. The brand is perceived as a niche provider specializing in Indian handicrafts, targeting individuals interested in unique home décor, thoughtful gifts, and items with cultural significance.

Copy Examples

• •Instagram Post (New Product): "✨ Illuminate your sacred space ✨ Introducing our hand-painted Diya collection, where ancient tradition meets timeless artistry. Each piece is a testament to the skilled hands that crafted it. Bring home a flicker of heritage. #Craftview #HandmadeDiya #IndianDecor #ArtisanMade #FestiveGlow"
• •Facebook Ad (General): "Discover the soul of India in every thread, every carving, every brushstroke. At Craftview, we bring you authentic, handcrafted treasures that tell a story. Adorn your life with art that matters. Shop now and support traditional artisans. [Link to website] #CraftviewIndia #IndianHandicrafts #HomeDecor #UniqueGifts #SupportArtisans"
• •Product Description (Website): "This exquisite Madhubani painted serving tray is more than just a utility item; it's a piece of living tradition. Handcrafted with passion by skilled artisans from Bihar, the intricate motifs and vibrant, natural dyes narrate ancient folklores. Perfect for adding a touch of ethnic elegance to your home or as a cherished gift. Dimensions: [...] Material: [...] Care: [...]"
• •Email Newsletter Subject Line: "Craftview Curations: Bring Home the Beauty of Handcrafted India" Email Body Snippet: "Dear [Customer Name], At Craftview, we believe your home should be a reflection of your unique taste and a celebration of enduring art. This week, we invite you to explore our latest arrivals – a collection where every piece whispers tales of meticulous craftsmanship and rich cultural heritage..."
• •Twitter Post (Cultural Tie-in): "Happy [Indian Festival Name]! 🎉 May the vibrant colors and intricate patterns of our handcrafted decor add an extra touch of joy and tradition to your celebrations. Explore festive finds at Craftview! #FestivalName #IndianTradition #CraftviewCelebrates #HandmadeJoy"