Brand Tone

Authentic, passionate, and community-oriented. Genuine and heartfelt, focusing on storytelling and personal connection, inviting everyone to participate in music.

Brand Values

• •Fair Trade
• •Cultural Connection
• •Authenticity
• •Community and Participation
• •Accessibility

Best Practices

• •Lead with the "Why": Always connect products to core values like fair trade, cultural connection, and community, focusing on the story over just the sale.
• •Use Inclusive and Encouraging Language: Welcome beginners and emphasize the joy of participation with words like "discover," "explore," "join," and "share."
• •Tell the Artisans' Stories: Highlight the people who make the instruments to add depth, authenticity, and reinforce the fair-trade message.
• •Keep it Passionate and Personal: Write with genuine love for music and culture, using a conversational and heartfelt tone as if sharing a personal passion.
• •Focus on the Experience, Not Just the Product: Sell the feeling of connection, the joy of creating music, and the satisfaction of an ethical purchase, emphasizing the experience as the true product.

Social Perception

Perceived as a trustworthy, ethical, and mission-driven brand that offers unique, high-quality, authentic musical instruments. It supports global artisans, promotes cultural understanding, and fosters a fun, engaging community around hands-on musical experiences.

Copy Examples

• •Find your family's rhythm. Our handmade drums aren't just instruments; they're invitations to connect, create, and share a beat you can all repeat. Handcrafted by artisans from around the world, every drum tells a story. What story will yours tell? #Jamtown #FairTrade #FamilyBand #WorldMusic
• •The Sound of a Better World. Every purchase supports fair-trade artisans and their communities. Discover instruments with a soul. #SoundsThatConnect
• •🎵 A Beat You Can Feel Good About | Inside Our Newest Collection
• •Close your eyes and listen to the waves. Handcrafted from natural gourds by our artisan partners in [Country], this Ocean Drum replicates the soothing sounds of the sea. Each drum is a unique piece of art, created using sustainable practices that honor the earth and its makers. Perfect for meditation, storytelling, or adding a touch of nature's music to your life. #FairTrade #Handmade #MusicalArt
• •You don't have to be a rock star to join the band! At Jamtown, we believe everyone has a rhythm. Our fair-trade instruments are your ticket to fun, connection, and a world of music. Find an instrument that speaks to you and start your jam today. Learn more about our mission and our music at Jamtown.com.