Brand Tone

Authentic & Passionate, Quality-Driven & Craft-Oriented, Down-to-Earth & Approachable, Proudly Canadian, Appreciative of Natural Materials

Brand Values

• •Quality Craftsmanship
• •Durability & Longevity
• •Authenticity & Honesty
• •Customer Satisfaction
• •Passion for the Craft
• •Use of Natural Materials

Best Practices

• •Always Emphasize "Handcrafted": This is a core differentiator. Use synonyms like "handmade," "artisan-made," "crafted by hand" to keep it fresh but consistent.
• •Tell the Story of the Materials: Briefly mention the origin (e.g., "Canadian-sourced leather," "solid wood") and the natural beauty/uniqueness of the materials. Reinforce that slight variations are a mark of true craftsmanship.
• •Maintain an Authentic, Honest Voice: Avoid hype or overly salesy language. Speak directly and genuinely about the products and the passion behind them. Let the quality speak for itself.
• •Highlight Durability and Timelessness: Position products as long-lasting investments rather than fleeting trends. Use phrases like "built to last," "timeless design," "heirloom quality."
• •Be Approachable and Personal: Use "we" and "our" to create a connection. When appropriate (like in "About Us" or social media), share the maker's passion. Encourage custom orders to foster interaction.

Social Perception

Positive (among known customers), Limited Wider Public Awareness, Trusted for Handcrafted Goods

Copy Examples

• •Built by Hand, Made to Endure. Discover the timeless appeal of Ernst Leather & Wood – where quality craftsmanship meets rugged Canadian spirit.
• •More than just a product, it's a piece of our passion. Each cut, stitch, and finish at Ernst Leather & Wood tells a story of dedication. Own something truly unique.
• •Embrace the character of true craftsmanship. Our leather and wood creations are perfectly imperfect, just like nature intended. Find your one-of-a-kind piece today.
• •From our workshop to your home, Ernst Leather & Wood brings you handcrafted quality you can feel. Custom orders? We'd love to hear your ideas!
• •Tired of the throwaway? Invest in pieces that last. Ernst Leather & Wood: Handcrafted leather and wood goods, built with integrity right here in Canada.