Brand Tone

Approachable, service-oriented, friendly, direct, helpful, personal, simple, relatable, and encouraging.

Brand Values

• •Support for the Crafting Community
• •Accessibility
• •Passion for Craft
• •Trust and Reliability

Best Practices

• •Use "We" and "You": Write as if you are having a one-on-one conversation. Using "we" reinforces the small-team, personal aspect, while "you" speaks directly to the customer's creative aspirations.
• •Emphasize the "Why": Don't just sell a product; sell the possibility. Frame copy around what customers can create, the joy of the process, and the satisfaction of the final product.
• •Lean into the "Small NZ Business" Identity: Highlight that the business is local and home-based. This builds trust and a sense of community, which is a powerful differentiator against larger international competitors.
• •Keep it Simple and Encouraging: Use clear, enthusiastic, and supportive language. Avoid technical jargon where possible and focus on making crafting feel accessible and fun for everyone, regardless of skill level.
• •Ask Questions to Drive Engagement: Even without social media, use questions in website copy, blog posts, or emails (e.g., "What will you create this weekend?"). This fosters a sense of community and positions the brand as a partner in creativity.

Social Perception

Niche and under the radar, likely perceived as a specialized, reliable supplier for specific craft items. Customer perception is heavily influenced by direct experience with product quality, selection, customer service, pricing, and shipping.

Copy Examples

• •From our home to yours. Crafty NZ is your local hub for quality vinyl, blanks, and all the tools you need to bring your creative ideas to life.
• •Your next project just got brighter! Introducing our new line of permanent adhesive vinyl. Easy to weed and built to last, it's perfect for creating everything from custom mugs to car decals. What will you make first?
• •We're not a big-box store; we're a small, family-run business right here in New Zealand, fueled by a love for crafting. We started Crafty NZ to share that passion, offering the supplies we trust and use in our own projects.
• •A crafter's dream inbox: New arrivals and fresh inspiration from Crafty NZ!
• •Tired of searching for that perfect shade? Find it at Crafty NZ. We offer a huge range of high-quality craft vinyl with fast, local shipping across New Zealand. Shop now and get back to creating!