Brand Tone

Friendly, Approachable, Passionate, Enthusiastic, Helpful, Educational, Community-Oriented, Handmade, Personal

Brand Values

• •Handmade Quality
• •Passion for Craft
• •Sharing and Community
• •Creativity
• •Accessibility/Learning
• •Supporting Small Business

Best Practices

• •Create a Simple Tone of Voice Guide: Document the key characteristics of your brand's voice (e.g., Friendly, Passionate, Helpful, Authentic, Playful). Include "do's and don'ts" with examples. For Hooked and Hemmed, "Do: Use encouraging language. Don't: Use overly technical jargon without explanation."
• •Know Your Audience: Understand who you're talking to – fellow crafters, gift-givers, beginners. Tailor the language to resonate with them while staying true to the core tone. For instance, a pattern description might use more crochet-specific terms (clearly defined if for beginners) than a finished product description aimed at a general gift buyer.
• •Be Authentic and Personal: Share your passion genuinely. Use "we" and "us" to reflect the personal nature of the brand (Stephanie and Katie). Tell stories, share behind-the-scenes glimpses (as mentioned for their YouTube/Instagram). This builds connection and trust.
• •Prioritize Clarity and Helpfulness: Especially when providing patterns or tutorials, ensure instructions are clear, concise, and easy to understand. Use welcoming language that encourages learning and experimentation. Avoid overly complex sentences. The website already uses standard US terms for patterns.
• •Maintain Consistency Across All Channels: Whether it's the website, product descriptions, social media posts, email newsletters, or even customer service interactions, the tone should feel consistently like "Hooked and Hemmed." Regularly review content across platforms to ensure it aligns with the established voice. The descriptions for social media on their "About Us" page already show an effort to tailor content while keeping a core enthusiastic voice.

Social Perception

Positive and Appreciative, Engaged Crafting Community, Resourceful for Crafters, Trustworthy (for pattern users)

Copy Examples

• •Get your hooks ready! ✨ Our brand NEW [Pattern Name] pattern just dropped, and we're SO excited to share this fun make with you! Perfect for [mention skill level/occasion], this [describe item] will add a handmade touch to your [life/home/wardrobe]. Grab the pattern on our site (link in bio!) and don't forget to tag us @hookedandhemmed in your amazing creations – we can't wait to see them! #HookedAndHemmed #NewCrochetPattern #HandmadeWithLove #CrochetCommunity #[PatternSpecificHashtag]
• •Meet [Product Name]! 👋 This adorable, handcrafted [creature/item] is looking for a new home! Made with super soft yarn and a whole lot of love by us, it's the perfect quirky gift or a little treat for yourself. Each one is 100% handmade, so you're getting a truly unique piece. Adopt your [Product Name] today! #ShopSmall #HandmadeCrochet #AmigurumiLove #HookedAndHemmed #[ProductNameHashtag]
• •Ever wanted to learn the magic of crochet? 🧶✨ Now you can! Our easy-to-follow tutorials and beginner-friendly patterns are here to guide you every stitch of the way. From your first slip knot to your first finished project, we're here to cheer you on! Check out our 'Learn to Crochet' section on the website and join our amazing crafty community! #LearnToCrochet #CrochetForBeginners #HookedAndHemmed #CraftTutorial #HandmadeJourney
• •Hey Crafty Friends! We've been absolutely blown away by all the amazing [Seasonal Item, e.g., Pickles] you've been making with our free pattern! 🥰 Seeing your creativity bloom is what Hooked and Hemmed is all about. Keep sharing your makes with #HookedAndHemmed – you inspire us every day! P.S. Have you seen our latest [New Product/Pattern]? We think you'll love it!
• •What are you hooking up this weekend? 🧶 We're busy working on [mention a project, e.g., a new batch of our popular Sunflower Cows]! We'd love to see your WIPs (works in progress!) or your finished Hooked and Hemmed makes! Drop a photo in the comments or tag us @hookedandhemmed. Let's get crafty together! #CrochetLife #WeekendCrafting #HookedAndHemmedCommunity #HandmadeHappiness #ShareYourMakes