Brand Tone

Friendly, Approachable, Passionate, Playful, Humorous, Caring, and Community-Oriented

Brand Values

• •Handmade Quality/Artisanship
• •Love for Cats/Animal Welfare
• •Passion and Personal Touch
• •Customer Satisfaction
• •Giving Back

Best Practices

• •Embrace "Cat Language": Consistently incorporate cat-related puns and playful language (e.g., "purrfect," "meowgical," "feline fine") where appropriate, but avoid overdoing it to the point of being cheesy. This reinforces the brand's niche and lightheartedness.
• •Highlight the "Handmade with Love" Aspect: Regularly remind customers that products are crafted individually, emphasizing the care and personal touch that goes into each item. This justifies the "Made By Scratch" name.
• •Share the Passion: Let Jen's genuine love for cats and crafting shine through. Storytelling about her inspiration, the making process, or her own cats can create a stronger connection with the audience.
• •Consistently Mention Charitable Contributions: Subtly weave in reminders about the partnership with Mission Meow in product descriptions, social media posts, and email footers. This reinforces the brand's caring value.
• •Maintain a Friendly and Approachable Voice: Whether it's website copy, social media replies, or email communication, keep the tone warm, inviting, and helpful, as if speaking to a fellow cat enthusiast.

Social Perception

Positive, Niche-Focused, Trustworthy, Community-Minded

Copy Examples

• •Headline for a new cat toy: "Unleash the Purr-ty! Our new [Toy Name] is handmade with love for hours of feline fun."
• •Social media post for a cat-themed mug: "Coffee and cats? Name a more iconic duo. ☕😻 Our 'Pawsitively Caffeinated' mug is here to make your mornings brighter! A portion of every purr-chase helps support amazing cat rescues. #MadeByScratchCrafts #CatLove #SupportRescue"
• •Product description for a cat decal: "Let the world know who rules your heart (and probably your couch). Our durable 'Crazy Cat Lady and Proud' decal is made by scratch, just like your cat's biscuits! Easy to apply, and sure to bring a smile."
• •Email subject line for a sale: "Don't Hiss Out! 🐾 Get Your Paws on Purr-fect Deals Inside!"
• •About Us snippet: "From a love of wedding DIYs to a full-blown passion for felines, Made By Scratch Crafts was born! Jen, our head crafter and chief cat cuddler, pours her heart into every handmade piece. We believe every cat deserves love, which is why we proudly partner with Mission Meow, giving back to kitties in need with every item you take home."