Brand Tone

Helpful and Knowledgeable, Friendly and Approachable, Inspiring and Creative, Community-Oriented, Passionate

Brand Values

• •Quality
• •Customer Service
• •Expertise & Passion
• •Community Building
• •Inspiration
• •Accessibility

Best Practices

• •Emphasize Helpfulness and Expertise: Always offer advice, tips, or guidance. Position the brand as a knowledgeable partner in the customer's creative journey. Use phrases like "We're here to help," "Our experienced team suggests," or "A little tip for this fabric..."
• •Use Warm, Friendly, and Inclusive Language: Employ a conversational and approachable style. Words like "lovely," "beautiful," "creative," "inspire," and "community" resonate well. Address the audience directly (e.g., "Hello stitchers," "What are you making?").
• •Showcase Passion for Craft: Let the genuine love for fabrics and making shine through. Share enthusiasm for new collections, techniques, and customer projects. This passion is a core part of the brand's identity.
• •Foster a Sense of Community: Encourage interaction, sharing, and learning together. Highlight workshops and customer makes to build connections. Use calls to action that invite engagement (e.g., "Share your projects with us!" "What are you hoping to learn?").
• •Be Visually Inspiring and Descriptive: Since fabric is a tactile and visual product, use descriptive language that evokes the feel, drape, and potential of the fabrics. Pair copy with high-quality images and videos that showcase the beauty and application of the products. The current website and social media already do this well, so maintaining this is key.

Social Perception

Positive, Reliable Source, Supportive of Crafters, Well-Organized

Copy Examples

• •Just landed! ✨ Get lost in the stunning new [Collection Name] by [Designer/Brand]. Imagine the beautiful quilts, dresses, and creative projects you could bring to life! Pop into the shop or explore the collection online – our team of fellow fabric lovers is here to help you find the perfect match for your next masterpiece. #FabricFocus #NewArrival #SewingInspiration #[DesignerName]
• •Ready to learn a new skill or refresh your techniques? 🧵 Our [Workshop Name] workshop with the wonderful [Instructor Name] is just the thing! We’ll guide you step-by-step in a friendly, supportive space. All levels welcome! Book your spot today and let's get creative together! [Link] #FabricFocusWorkshops #LearnToSew #EdinburghCrafts #Community
• •Wow! We are absolutely blown away by this incredible [Project Type, e.g., quilt] made by the talented @[CustomerHandle] using our [Fabric Name/Type]! 😍 Thank you for sharing your amazing creation with us – it’s so inspiring to see what you make. Got a FabricFocus project you’re proud of? Tag us! #FabricFocusMakes #CustomerCreation #SewInspired #CraftCommunity
• •Hello lovely stitchers! What are you working on this week? Whether it's a quick craft or a long-term passion project, we'd love to hear about it! Drop a comment below or visit us in-store for a chat and a browse through fabrics that might just spark your next idea. Your creative journey is our focus! #FabricFocus #CreativeCommunity #SewingProjects #EdinburghSewists
• •Treat your stash! Our [Sale Name, e.g., Summer Sparkle Sale] is on now! 🎉 Discover delightful discounts on a wide range of beautiful fabrics, perfect for bringing those dream projects to life without breaking the bank. Shop online or visit us in Edinburgh – but hurry, these beauties sell fast! [Link] #FabricFocusSale #FabricSale #CraftDeals #SewOnABudget