Brand Tone

Authentic & Personal, Patriotic & Respectful, Craftsman-like & Proud, Grateful & Community-Oriented

Brand Values

• •Quality & Craftsmanship
• •Patriotism & Service
• •Personalization & Storytelling
• •Integrity & Trust
• •Community

Best Practices

• •Always connect the product back to the brand's core story, using phrases like "From a veteran's hands to your home," "Crafted with a soldier's precision," or "A story in every grain." This reinforces the brand's unique value proposition.
• •Write in the first person ("I," "my workshop") whenever possible, especially on social media. Address customers directly and personally to maintain the "small business, big heart" feel.
• •Consistently use words like "Handcrafted," "Solid Wood," "Made in Canada," "Artisan," "Custom-Made," and "Built to Last" to reinforce the premium nature of the products.
• •When discussing military-themed items, use a respectful, formal, and appreciative tone. Words like "Honor," "Service," "Sacrifice," "Tribute," and "Dedication" are essential.
• •Ensure the tone of the copy always matches the rustic, high-quality, and authentic feel of the product photography. A casual, slang-filled tone would clash with the brand's established identity. Keep it genuine, proud, and grateful.

Social Perception

A High-Quality Artisan Brand, Trustworthy and Reliable, A Brand with a Purpose, Authentic and Genuine

Copy Examples

• •From our workshop to your home. This custom family name sign is crafted from solid Canadian maple, ready to become a part of your family’s story for generations to come. Each piece is made by hand, because your story deserves nothing less. #JeffMakesThings #Handcrafted #MadeInCanada #FamilyHeirloom #CustomWoodwork
• •A career of service deserves to be honored. Our 'Last Man Standing' retirement gift is more than just wood; it's a tribute to dedication, sacrifice, and brotherhood. Designed in collaboration with you to create a piece as unique as their service. A veteran-owned workshop, we craft every piece with the respect it deserves. #VeteranOwned #MilitaryRetirement #HonourAndService #MadeInCanada #Craftsmanship
• •I'm Jeff, a Canadian military veteran and the hands behind every piece that leaves this workshop. Woodworking started as a way to find focus after my service, and it has grown into a passion for creating meaningful, handcrafted decor. From my hands to your home, every piece tells a story of pride, service, and true Canadian craftsmanship.
• •Subject: A Gift They'll Never Forget. Handcrafted in Ottawa. Body: This season, give a gift with a story. Our workshop is busy creating unique, personalized wood decor that’s meant to last a lifetime. From custom flags that show your Canadian pride to signs that celebrate family, each item is handcrafted by me, for you. Order by [Date] for guaranteed holiday delivery. #SupportLocal #VeteranOwnedBusiness #HandmadeHoliday
• •It's more than just making things. It's about precision, patience, and a deep respect for the material. It's about the feeling of creating something real and lasting with my own two hands. Thank you for supporting this veteran's passion. #Woodworking #Craftsman #PassionProject #Veteranpreneur #JeffMakesThings