Brand Tone

Authentic, Warm, Descriptive, Eco-Conscious, and Customer-Centric

Brand Values

• •Craftsmanship & Quality
• •Sustainability & Environmental Responsibility
• •Artistry & Natural Beauty
• •Customer Satisfaction & Service
• •Local Community & Small Business
• •Affordability/Fair Pricing

Best Practices

• •Use Warm, Descriptive, and Slightly Evocative Language: Words like "beauty," "artistry," "unique," "handcrafted," "natural," "soul of the wood," and "joyful journey" capture the brand's essence.
• •Focus on Uniqueness and Functionality: Stress that each piece is one-of-a-kind due to the live edge and wood grain, while also being practical for everyday use or special occasions.
• •Highlight the Eco-Friendly and Sustainable Aspects: Emphasize the use of reclaimed wood, eco-friendly finishes, and local sourcing to appeal to environmentally conscious consumers.
• •Share the Artisan's Story: Connect the customer to the artisan, Bill Major, and his journey to build trust and authenticity.
• •Encourage interaction, share local connections, and always express gratitude for support.

Social Perception

Live Edged Woodcraft is perceived as a provider of beautiful, high-quality, and unique handmade wood products. Bill Major is seen as a skilled and passionate artisan who provides excellent and personal customer service. They are viewed as eco-friendly & ethical, supporting local and trusted.

Copy Examples

• •Each piece is hand-sanded and treated with up to 10 coats of food-safe, eco-friendly hemp seed oil and 2 coats of beeswax, revealing the soul of the wood.
• •Our artisan, Bill, brings what many people discard to birth, giving Ontario hardwood a brand new life.
• •Includes a complimentary tin of our wood conditioning paste.
• •Experience the natural beauty and unique artistry of our handcrafted live edge boards.
• •Thank you for supporting our small, local business and helping us celebrate the beauty of reclaimed Ontario hardwood.