Brand Tone

passionate, personal, creative, friendly, and enthusiastic, with a touch of humor and lightheartedness

Brand Values

• •Passion for Fiber Arts
• •Artisanal Quality & Uniqueness
• •Creativity & Inspiration
• •Community
• •Personal Touch & Transparency
• •Inclusivity
• •Ethical Sourcing (Mulesing-Free)

Best Practices

• •Embrace the "Personal Touch": Continue sharing Brandy's voice and passion. Use "I" and "we" (referring to Brandy and Andy, or Brandy and Rufus playfully). Let the personality of the "one-woman (and one dog) show" shine through.
• •Highlight the "Handmade & Artisanal" Aspect: Consistently use descriptive words like "hand-dyed," "small batch," "unique," "spectacularly speckled," "boldly colorful," and "color chemist" to reinforce the artisanal quality.
• •Incorporate Rufus (The Mascot) Naturally: Continue featuring Rufus in a lighthearted way. He’s a key part of the brand story and adds to the friendly, approachable feel.
• •Be Enthusiastic and Passionate: Let the genuine love for fiber arts, color, and creativity come across in all communications. Use exclamation points where appropriate and convey excitement about new products or community makes.
• •Engage with the Community: Maintain a friendly, encouraging, and supportive tone when interacting with customers and the broader fiber arts community on social media and other platforms. Ask questions, share customer creations (with permission), and foster a sense of belonging.

Social Perception

Long Dog Yarn is perceived positively as high-quality, unique, personal, approachable, inspiring, and a trusted indie dyer.

Copy Examples

• •Rufus says this new 'Cosmic Bloom' colorway is paws-itively perfect for your next project! ✨ Hand-dyed with love and a sprinkle of happy accidents right here in our Santa Fe studio. What will you create with these spectacular speckles? #LongDogYarn #IndieDyer #HandDyedYarn #ColorChemist #DachshundOfInstagram #Knitspiration
• •Unleash Your Creativity with Boldly Colorful, Spectacularly Speckled Yarns. Hand-Dyed with Passion by Your Friendly Neighborhood Color Chemist (and her trusty long dog!). Shop the latest collection!
• •Meet our 'Dream Weaver DK' – a cloud-like canvas for our signature speckles! Lovingly hand-dyed in small batches, this 100% mulesing-free Merino offers next-to-skin softness and a delightful bounce. Perfect for those cozy sweaters and vibrant accessories you've been dreaming of. Each skein is a little piece of our heart, from our home studio to yours. Happy Knitting!
• •Get ready, fiber friends! Our latest shop update is just around the corner, bursting with colors that will make your needles dance! Brandy (our resident Color Chemist) has been a busy bee, and Rufus has given his paw of approval. Sneak a peek inside and set your alarms – these unique skeins never last long!
• •Tired of the same old yarn? Dive into a world of vibrant speckles and bold hues with Long Dog Yarn! Each skein is hand-dyed with oodles of care by Brandy (and supervised by Rufus the dachshund!). Find your next obsession and join our joyful fiber community. Shop now and add a splash of handmade happiness to your stash! #LongDogYarn #HandmadeHappiness #UniqueYarn #FiberArtFun