Brand Tone

Empathetic & Purpose-Driven, Authentic & Transparent, Quality-Conscious & Craft-Oriented, Hopeful & Resilient, Appreciative & Customer-Focused

Brand Values

• •Empowerment: Providing sustainable employment and dignity through work, particularly for women in Gulu, Uganda.
• •Ethical Production & Craftsmanship: Committing to high-quality, handmade products created by skilled artisans.
• •Social Impact & Redemption: Aiming to do something hopeful and redemptive in a place affected by conflict and poverty.
• •Human Connection: Valuing the people who make the products and the customers who buy them, fostering a sense of shared purpose.
• •Quality & Durability: Creating products designed to last and serve their customers well.
• •Hope & Resilience: Believing in the power of creation and the ability of individuals to overcome adversity.

Best Practices

• •Always Circle Back to the Mission: Whether it's a product description, social media post, or email, find a way to authentically weave in the 'why' behind GULU Made – the empowerment of the Gulu artisans. This reinforces the core identity.
• •Use Storytelling: Share specific stories of the artisans (with their permission), the impact of the work, or the journey of a product. Personal narratives create a stronger emotional connection than generic statements.
• •Emphasize 'Handmade' and 'Quality': Consistently use language that reflects the care, skill, and high-quality materials that go into each product. Words like 'artisanal,' 'handcrafted,' 'premium leather,' 'durable,' and 'thoughtfully designed' should be staples.
• •Maintain a Hopeful and Empowering Voice: Even when discussing the challenges faced by the community in Gulu, the overarching tone should be one of hope, resilience, and positive change. Focus on the empowerment and progress being made.
• •Be Authentic and Transparent: Avoid overly corporate or jargon-filled language. Speak from the heart, be honest about the brand's journey (including the upcoming transition to Thriiv Collective), and foster a genuine connection with the audience. Let the passion for the mission shine through.

Social Perception

Positive Impact Focus, High-Quality Products, Ethical Choice, Inspirational Story, Brand Loyalty Potential

Copy Examples

• •Headline: Carry a Story. Empower a Future. Body: More than just a bag, it's a testament to resilience, a mark of skilled hands, and a step towards a brighter future for the women of Gulu, Uganda. Each stitch tells a story of hope and empowerment. Discover the GULU Made difference. #GULUMade #EthicalFashion #EmpowerWomen
• •Headline: Designed for Your Journey. Crafted with Purpose. Body: From your daily commute to your grandest adventures, our [Product Name, e.g., Innovator Backpack] is built with premium leather, thoughtful organization, and the spirit of artisans who pour their hearts into every piece. Invest in quality that changes lives. [Link] #HandmadeLeather #QualityCraftsmanship #SocialImpact
• •Headline: The Hands That Make Your Bag Have a Story to Tell. Body: At GULU Made, we believe in the dignity of work and the power of creation. Meet the incredible women whose skill and dedication bring our designs to life, creating beautiful, durable leather goods that you'll cherish for years to come. Learn their stories: [Link to Artisan Stories/About Us] #MadeInGulu #ArtisanMade #SupportEthicalBrands
• •Headline: Feel Good About What You Carry. Body: Every GULU Made purchase directly supports sustainable employment and fair wages for our talented team in Gulu, Uganda. Carry a piece of their inspiring journey and our shared hope for a better world. Beautiful bags, beautifully made, for a beautiful cause. #PurposeDriven #GULUStory #CarryWithPride
• •Headline: Quality You Can See. Impact You Can Feel. Body: Experience the unmatched quality of handcrafted leather goods, designed to endure and impress. And know that with every GULU Made piece, you're part of a virtuous cycle, empowering artisans and their communities. Shop the collection today. [Link] #LeatherGoods #HandcraftedQuality #FashionThatGivesBack