Brand Tone

Expert, Supportive, and Professional

Brand Values

• •Expertise & Knowledge
• •Quality & Durability
• •Customer Support & Community
• •Empowerment

Best Practices

• •Prioritize Education Over Hard Selling: Frame content around sharing knowledge. Instead of saying "Buy this machine," explain what problem it solves or what new creative possibility it opens up. Use blog posts and social media to answer common sewing questions.
• •Adopt an "Expert Friend" Voice: Combine professional, accurate information with a supportive and encouraging tone. In customer interactions and copy, be the knowledgeable friend who wants to see others succeed in their craft.
• •Showcase, Don't Just Tell, Expertise: Feature content that demonstrates your knowledge in action. This can include video tutorials of complex techniques, "behind-the-scenes" looks at a machine servicing, or interviews with the expert staff.
• •Use a Consistent, Quality-Focused Vocabulary: Use words that reflect your values, such as "precision," "durable," "reliable," "expert," "crafted," and "professional finish." Apply this language across all platforms, from product descriptions to social media captions.
• •Highlight Customer Success and Community: Regularly feature customer projects (with their permission). This reinforces the brand's value of empowerment and community, showing that your products and expertise lead to real, beautiful results. It shifts the focus from the product itself to the success it enables.

Social Perception

Highly Trusted Experts, Excellent Customer Service, Value for Money, Community Hub

Copy Examples

• •Precision is not a luxury; it's an essential. The Bernina 990, with its 14 inches of freearm space, is engineered for your grandest quilting and embroidery projects. Move beyond limitations and bring your most ambitious visions to life. Have a project in mind this machine would be perfect for? Tell us below! #KnowHowSewing #BerninaAustralia #QuiltingPerfection #SewingExperts
• •Your sewing machine has more potential than you think. Feeling stuck on a project? Our hands-on workshops are designed to build your confidence and refine your skills. From mastering tension to advanced quilting techniques, our experts are here to guide you. Unlock your true sewing potential. Click to see our upcoming class schedule. #SewingClasses #Mittagong #LearnToSew #SewingCommunity
• •Keep the creativity flowing. With over 35 years of experience, our certified technicians provide expert servicing for all major brands. Ensure your machine runs as smoothly as your inspiration. Book your service today.
• •A Tip from the Experts + New Arrivals from Janome
• •Accuracy is the foundation of every beautiful quilt. This is more than a tool; it's an extension of your skill. Designed for stability and clarity, it ensures every line is precise, every cut is clean, and every project starts with confidence. Because at Know-How, we believe the right essentials make all the difference.