Brand Tone

Authentic & Sincere, Craftsman-like & Proud, Warm & Personal, Story-driven, Appreciative & Humble

Brand Values

• •Quality Craftsmanship
• •Durability & Longevity
• •Family & Community
• •American Made
• •Timeless Design
• •Purpose & Meaning
• •Faith
• •Customer Connection

Best Practices

• •Tell the Story: Always weave in elements of the brand’s narrative – the family, the handcrafted process, the "built to last" philosophy, and the idea of products sharing in the customer's life.
• •Emphasize "Handcrafted" and "Quality": Use language that reflects the skill, care, and high-grade materials that go into each product. Words like "artisan," "traditional," "full-grain," "durable," and "meticulously crafted" reinforce this.
• •Maintain a Warm, Personal, and Authentic Voice: Write as if you’re speaking directly and honestly to a valued member of your community. Avoid overly corporate or generic language. Share the "why" behind the brand.
• •Focus on Longevity and Timelessness: Highlight that these are not fast-fashion items but investments designed to endure and even improve with age, becoming part of the user's personal history.
• •Be Consistent Across All Platforms: Ensure that the tone used on the website, social media, Etsy, email communications, and any advertisements aligns, reinforcing the same core values and personality of Growley Leather Co.

Social Perception

High-Quality & Durable, Authentic & Trustworthy, Excellent Customer Service, Beautiful Craftsmanship, Valuable Investment, Support for Small Business/Made in USA

Copy Examples

• •More than just a place for your cards and cash, the [Product Name] Wallet is a companion for your journey. Handcrafted in our North Florida workshop from full-grain American leather, it’s built with a dedication to timeless design and enduring quality. Feel the character of the leather, know the story of its making, and let it become a part of yours. Built to last, ready for life.
• •From our hands to yours. Each cut, stitch, and finish is a testament to the traditions we uphold and the stories we hope our leather goods will share with you. We pour our hearts into every piece, believing that true quality is born from passion and time-honored skill. #GrowleyLeather #HandcraftedLegacy #AmericanMadeLeather #LeatherCraftsmanship #BuiltToLast
• •At Growley Leather Co., we’re more than just leatherworkers; we’re a family, weaving our story into every piece we create. It started with a simple idea and a desire to build something meaningful, something that lasts. Today, from our Southern Alabama workshop, we handcraft goods designed to journey through life with you, reflecting your adventures and character every step of the way.
• •Crafted for Your Story: New Arrivals & Our Commitment to You
• •Tired of things that don’t last? Discover Growley Leather Co. – where timeless design meets rugged American craftsmanship. Each bag, belt, and wallet is handcrafted by our family to be a trusted companion for years to come. Invest in quality that tells a story. Shop our collection: [Link]