Brand Tone

Heritage-Focused & Authentic, Quality-Oriented, Community-Minded, Respectful & Culturally Aware, Straightforward & Informative

Brand Values

• •Heritage & Tradition: Preserving and continuing the legacy of the original store and its offerings, particularly in relation to Native American culture.
• •Quality Craftsmanship: Offering high-quality products, including handcrafted items made with durable materials like Pendleton® wool.
• •Customer Understanding & Service: A stated goal of meeting customer needs, providing affordability, and ensuring satisfaction. This includes understanding the cultural significance of their products for their customers.
• •Community Connection: Maintaining a relationship with the local Native American community and participating in cultural events.
• •Integrity & Fair Pricing: Emphasizing providing quality products at discount prices, understanding the importance of cost for their customers, especially in the context of giveaways in Native American traditions.

Best Practices

• •Emphasize Heritage and Authenticity: Always weave in the brand's long history, connection to the community, and the genuine nature of the products (especially Pendleton® wool and handcrafted items).
• •Use Respectful and Culturally Sensitive Language: Given the focus on Native American-inspired products and clientele, ensure all copy is respectful of cultural significance and traditions. Avoid appropriation and focus on appreciation and authentic representation.
• •Highlight Quality and Craftsmanship: Consistently mention the quality of materials, the handcrafted aspect of certain items, and the durability of the products. Use descriptive words that evoke a sense of enduring value.
• •Maintain a Straightforward and Informative Voice: Provide clear, honest information about products, materials, and the company's history. Avoid overly trendy jargon; let the product quality and heritage speak for themselves.
• •Foster a Sense of Community: Where appropriate, speak to the shared values with the customer base, acknowledging the importance of tradition, quality, and cultural events (like pow-wows or giveaways).

Social Perception

Established & Respected (within its niche), Specialized Provider, Associated with Quality (Pendleton®), Positive (based on limited external feedback), Community-Focused

Copy Examples

• •Instagram Post (showcasing a new Pendleton coat): Wrap yourself in tradition. Our latest Pendleton® wool coat blends timeless Southwestern design with unparalleled warmth. Handcrafted quality, rooted in heritage. Explore the new arrivals. #KraffsClothing #PendletonWool #SouthwesternStyle #HeritageFashion #MadeInUSA
• •Facebook Ad (targeting interest in Native American crafts/events): Honoring tradition, woven into every thread. For generations, Kraffs has proudly offered authentic Pendleton® blankets and apparel, cherished for their quality and cultural significance. Find meaningful gifts and everyday warmth at Kraffs.com. [Link] #NativeAmericanHeritage #PendletonBlankets #KraffsSince1940s #CommunityFocused
• •Website Homepage Banner: Kraffs Clothing: Quality & Tradition Since 1940. Discover authentic Southwestern apparel, handcrafted goods, and iconic Pendleton® wool. [Shop Now]
• •Email Subject Line (for a sale): Heirloom Quality, Special Prices: Kraffs Heritage Event Starts Now!
• •Product Description Snippet (for a Made by Kraffs item): This unique car coat, handcrafted in our Toppenish workshop from genuine Pendleton® blanket fabric, offers two distinct looks with its reversible design. Experience the comfort, quality, and spirit of the Southwest, a Kraffs tradition for over 50 years. [Learn More About Our Craftsmanship]