Brand Tone

Authentic & Rooted, Friendly & Welcoming, Quality-Conscious & Appreciative of Craftsmanship, Community-Oriented, Respectful of Heritage & Environment

Brand Values

• •Quality
• •Heritage
• •Community
• •Ethical & Environmental Responsibility
• •Authenticity
• •Customer Experience
• •Celebration of Colour & Design

Best Practices

• •Always Root in Place: Continuously weave in the connection to the Isle of Iona – its landscape, heritage, and community. This is a unique differentiator.
• •Embrace Warmth & Authenticity: Write as if you're speaking to a friend. Use genuine, straightforward language. Share stories about the makers and the island. The slightly humorous and personal tone on the "Our Story" page is a good example.
• •Highlight Quality & Craftsmanship: Emphasize the skill, care, and ethical sourcing behind the products. Use descriptive words that convey the texture, material, and artistry.
• •Engage Your Community: Actively respond to comments and messages. Feature local artists and events. Use language that fosters a sense of belonging.
• •Visual & Verbal Harmony: Ensure the tone of the copy matches the visual style of imagery used (which is often natural, evocative, and showcases the beauty of the crafts and Iona).

Social Perception

A Treasure of Iona, High-Quality & Unique, Friendly & Passionate, Authentically Scottish, Ethically Minded, More than just a shop

Copy Examples

• •Instagram Post (Image: Close-up of an Iona Wool scarf in rich, natural tones): Wrapped in the wild spirit of Iona. Our own Iona Wool, grown on island crofts and spun with stories of the Hebrides. Feel the warmth, own a piece of this special place. #IonaWool #ScottishCraft #IslandHeritage #SlowFashion
• •Facebook Ad (Image: A welcoming shot of the shop exterior/interior with smiling staff): Your journey to Iona isn’t complete without a visit to us! Discover handcrafted treasures, vibrant textiles, and the genuine warmth of Scottish hospitality. We’re more than a shop; we’re a piece of Iona’s heart. Open daily 10-5. [Link to website] #IonaCraftShop #IsleOfIona #ScottishGifts #SupportLocalArtisans
• •Website Homepage Banner Text: Iona Craft Shop: Quality, Colour, Heritage & A Smile. Explore authentic Scottish crafts, lovingly curated from our island home to yours.
• •Email Newsletter Snippet (Subject: A Little Piece of Iona, Just For You): From the windswept shores of Iona to your doorstep. This week, we’re celebrating the incredible local artists who pour their hearts into every creation. Discover [Featured Artist]'s stunning new [Product Type] and feel the magic of handcrafted Scottish design. [Link to new arrivals]
• •Twitter Post: Sun's finally out on Iona! ☀️ Perfect day to explore the island and pop in for a browse. We’ve got fresh coffee brewing and new artisan crafts waiting to be discovered. See you soon? #IsleOfIona #ScottishCrafts #ShopLocal #IslandLife @ionacraftshop