Brand Tone

Personal & Approachable, Proudly American & Local, Creative & Quality-Focused, Gift-Oriented & Celebratory

Brand Values

• •Quality Craftsmanship
• •American Made
• •Woman-Owned & Operated
• •Customer Satisfaction
• •Sustainability/Use of Recycled Materials
• •Personalization & Uniqueness
• •Community & Local Pride

Best Practices

• •Emphasize 'Handcrafted' and 'Quality': Consistently use language that highlights the care, skill, and quality materials (including recycled steel) that go into each piece.
• •Showcase the 'Woman-Owned' and 'Made in USA' Story: Weave these core values into product descriptions, social media posts, and 'About Us' sections to build connection and trust.
• •Maintain a Warm, Personal, and Approachable Voice: Write as if you're speaking to a friend. Use welcoming language, share snippets of the journey, and engage genuinely with customer comments.
• •Focus on the Emotional Connection: Frame products not just as items, but as ways to celebrate memories, express identity, and create a cherished home environment. Talk about gifts that 'leave a lasting impression.'
• •Be Authentic and Transparent: Share insights into the making process (where appropriate), talk about the recycled materials, and maintain honesty in all communications. If there are care instructions or material nuances (like the potential for rust if untreated steel is outdoors), be clear about them.

Social Perception

Positive customer feedback, appreciation for 'Made in USA' & small business support, seen as a source of unique gifts, responsive customer service

Copy Examples

• •Headline: Bring Your Story Home with Handcrafted Steel. Body: From our Pennsylvania workshop to your home, Keystone Steel Co. crafts unique, American-made decor that tells your story. Personalize your space with quality that lasts. #KeystoneSteelCo #MadeInUSA #HomeDecor
• •Headline: The Perfect Gift, Forged with Care. Body: Searching for a gift as unique as they are? Discover our collection of personalized steel signs, ornaments, and more – all handcrafted with love by our woman-owned team. #ShopSmall #UniqueGifts #KeystoneSteel
• •Headline: Celebrate Life's Moments in Steel. Body: Commemorate milestones, honor loved ones, or simply add a touch of joy to your everyday. Our custom steel art is designed to be a lasting reminder of what matters most. #CustomDecor #MetalArt #Celebration
• •Headline: Proudly Pennsylvania Made. Beautifully You. Body: Inspired by the heart of Steel City, our decor is made from locally sourced and recycled steel. Add a piece of authentic American craftsmanship to your home. #PittsburghMade #SupportSmallBusiness #SteelDecor
• •Headline: More Than Decor, It's a Keystone. Body: Build a home filled with meaning. Our steel pieces are more than just decorations; they're keystones of your family's memories and values. Explore our collections today. #FamilyOwned #MeaningfulDecor #KeystoneHome