Brand Tone

friendly, inspiring, and community-oriented

Brand Values

• •Quality and Curation: A clear emphasis is placed on offering high-quality, noble, and carefully selected materials for knitting and crochet.
• •Community: The brand actively builds and nurtures a community of knitters through workshops, social media engagement (#ComunidadLaHebra), and by creating a welcoming space, both online and in their physical store.
• •Passion for the Craft: The founders' personal passion for knitting is the brand's cornerstone, infusing authenticity and knowledge into their product selection and content.
• •Creativity and Inspiration: La Hebra aims to inspire its customers, providing not just supplies but also ideas, patterns, and the encouragement to create.
• •Education: Through workshops and online content, the brand is committed to teaching and helping crafters of all skill levels grow.

Best Practices

• •Always Use a Welcoming and Inclusive Tone: Address the audience as part of a community ("Tejedoras," "Comunidad La Hebra"). Use "we" to refer to the brand to maintain the friendly, founder-led persona.
• •Ask Engaging Questions: Encourage interaction by asking questions in social media captions, such as "What are you knitting this week?" or "Which color is your favorite?". This reinforces the community value.
• •Highlight the Story and Origin: Emphasize the quality and uniqueness of the products by telling a story about them—where the fiber comes from, the inspiration behind a color, or how it feels to work with.
• •Maintain Visual and Tonal Consistency: Ensure that the warm, friendly, and inspiring tone is reflected not only in the text but also in the high-quality, cozy, and aesthetically pleasing visuals used across all platforms.
• •Educate and Empower: Share tips, tricks, and knowledge generously. Position the brand as a helpful expert by creating content that teaches something new, reinforcing the value of education and empowering crafters to try new things.

Social Perception

La Hebra is perceived very positively within its target audience. Customers and the broader knitting community view it as a reliable and high-quality source for materials. It is seen as more than just a store; it is a central hub for the knitting community in Chile.

Copy Examples

• •There are colors that tell a story. What will you create with these tones? ✨ Our new 'Patagonia' collection has just arrived, a super soft merino wool inspired by the southern landscapes. Discover the magic in each skein. #LaHebra #TejidoConHistoria
• •Ready to take your knitting to the next level? Join our Amigurumi for Beginners workshop and bring adorable characters to life. We'll provide the materials and the good vibes, you just bring your enthusiasm! Limited spots. Sign up through the link in our bio. #ComunidadLaHebra #AprenderATejer
• •More than yarns, we are a community. Find the inspiration and the perfect materials for your next project right here.
• •(Video showing hands quickly packing an online order with beautiful yarns) "Packing a little bit of happiness! ✨ We love knowing that these skeins will soon become your favorite projects. Thanks for trusting La Hebra! ❤️ #PackingOrders #KnittingLove #Chile"
• •Inspiration for your weekend + A surprise just for you. (Email content would feature project ideas, link to a blog post, and a small discount code for subscribers).