Brand Tone

Friendly and Approachable, Value-Driven, Inspiring and Creative, Community-Oriented, Traditional and Reliable, Enthusiastic

Brand Values

• •Value for Money
• •Variety and Selection
• •Creativity and Inspiration
• •Community
• •Canadian Heritage
• •Discovery/Treasure Hunt

Best Practices

• •Always Lead with Value, but Don't Sacrifice Inspiration: While price is a key driver, balance promotional messaging with inspiring project ideas and beautiful imagery to ignite creativity.
• •Embrace Your Community: Actively solicit and share user-generated content. Ask questions, run polls, and make your social media a two-way conversation. Use a friendly, encouraging, and appreciative tone when interacting.
• •Keep it Real and Approachable: Avoid overly corporate or jargon-filled language. Use clear, simple, and enthusiastic wording that resonates with hobbyists and everyday crafters. Emojis can be used appropriately to enhance friendliness.
• •Highlight Canadian Heritage When Relevant: Subtly weave in the "Canadian-owned" and "since 1929" aspects to build trust and differentiate, especially for campaigns targeting national pride or longevity.
• •Be a Helpful Resource: Beyond selling, offer tips, quick tutorials, or answers to common crafting questions. This positions the brand as a knowledgeable and supportive partner in the customer's creative journey.

Social Perception

A Go-To for Bargains, Treasure Trove, Wide Selection, Supportive of Crafters, A Bit Old-Fashioned (in a good way for some), Helpful (especially in-store)

Copy Examples

• •🎉 Fresh finds, unbeatable prices! 🧵✨ Our latest shipment of vibrant fabrics and cozy yarns has just landed. Dive into a world of creative possibilities without breaking the bank. Shop new arrivals at Len's Mill today!
• •What masterpiece are you dreaming up next? 🎨 From quilt magic to knitted wonders, Len's Mill has the supplies to bring your vision to life. Share your projects with #LensMillMakes – we LOVE seeing your creativity shine!
• •Spring into crafting! 🌷✂️ Brighten your home and wardrobe with our fresh collection of spring-themed fabrics, yarns, and décor. Hop into Len's Mill for seasonal inspiration and amazing deals!
• •You never know what treasures you'll uncover at Len's Mill! 🤩 Beyond fabrics and yarns, explore unique craft kits, home accents, and even tasty treats. Your next favorite find is waiting!
• •Since 1929, Len's Mill has been Canada's beloved source for quality crafting supplies at prices you'll love. We're proud to continue a tradition of inspiring creativity and offering exceptional value to our community.