Brand Tone

Playful and Whimsical, Warm and Approachable, Authentic and Passionate, Community-Focused

Brand Values

• •Handmade Quality & Craftsmanship
• •Individuality and Uniqueness
• •Joy and Playfulness
• •Customer Connection and Community
• •Small Business & Local Support (Australian)

Best Practices

• •Develop a Brand Voice Guide: Even a simple one can outline key personality traits (e.g., playful, warm, authentic), preferred vocabulary (and words to avoid), and a general "feel" for communication. This ensures anyone writing for the brand stays consistent.
• •Know Your Audience (and Speak Their Language): Understand who you're talking to (primarily parents, gift-givers). Use language that resonates with them – warm, relatable, and focusing on the benefits for their children (comfort, style, uniqueness).
• •Embrace Storytelling: Share the "why" behind the brand and the products. Highlight the handmade aspect, the inspiration behind designs, or customer stories. This reinforces authenticity and connection.
• •Be Consistent Across All Channels: While the format might change (e.g., TikTok vs. email), the core tone should remain recognizable. A customer should feel the same "Love Indi Schmindi" vibe whether they're on Instagram, the website, or reading a product tag.
• •Inject Personality and Be Human: Don't be afraid to use appropriate emojis, ask questions, and respond to comments in a friendly, conversational manner. Remind customers there's a real person behind the brand who is passionate about what they do. Authenticity shines through in genuine interactions.

Social Perception

Positive and Supportive, Trusted, Aspirational for Parents, Engaged Community

Copy Examples

• •Instagram Post (New Collection): "Sprinkle a little magic into their wardrobe! ✨ Our NEW collection of handmade wonders has just landed, bursting with playful prints and cozy comforts. Perfect for little dreamers and big adventures! Which piece is making you smile today? 👇 #LoveIndiSchmindi #HandmadeWithLove #KidsFashion #NewCollection"
• •Facebook Ad (Targeting Parents): "Tired of the same old? 🤔 Dress your little star in something as unique as they are! Love Indi Schmindi offers beautifully handmade clothing and accessories, crafted with love right here in Australia. Shop now and discover the joy of unique style! 👉 [Link to website]"
• •Product Description (e.g., for a dress): "Get ready for twirls and giggles! Our [Product Name] dress is lovingly handmade from the softest [Fabric Type], featuring a whimsical [Pattern Description] print that’s sure to capture hearts. Designed for play, comfort, and those picture-perfect moments. Because every day is an adventure!"
• •TikTok Video Caption (Packing an Order): "Packing up a little box of sunshine! ☀️ Seeing your orders come through truly makes my day. Each piece is handmade with so much love, ready for its new adventure! Who’s excited for their Schmindi mail? 💌 #SmallBusiness #Handmade #PackingOrders #KidsStyle #LoveIndiSchmindi"
• •Email Newsletter Subject Line: "Psst... Something ADORABLE just dropped! 👀 (+ a little treat for you!)" * Email Body Snippet: "Hello lovely! Get ready to 'ooh' and 'aah' because our latest handmade treasures are here at Love Indi Schmindi! From playful rompers to the sweetest headbands, we've poured our hearts into creating pieces your little ones will adore (and you will too!)."