Brand Tone

Youthful, Personal, and Uplifting

Brand Values

• •Youth Entrepreneurship
• •Handmade & Unique Quality
• •Community Engagement
• •Resilience & Purpose
• •Trendy & Curated Style

Best Practices

• •Lead with 'I' and 'My': Always lean into the personal, founder-led nature of the brand. Using Makenna's first-person voice ('My business has been a creative outlet,' 'I hope you LOVE your items') builds authenticity and a direct connection with the audience.
• •Emphasize the 'Handmade' Aspect: Consistently use words like 'handmade,' 'unique,' and 'made-to-order' to reinforce the value proposition and differentiate from larger competitors.
• •Keep it Youthful and Positive: Use an uplifting tone, incorporating emojis (✨, 🎀) and encouraging language. The copy should feel like it's coming from a fashion-forward, positive young friend.
• •Highlight Community and Events: Regularly promote the in-store locations and the Traveling Bracelet Bar. This grounds the brand in a physical community and offers unique, shareable experiences.
• •Subtly Weave in the 'Why': While the main focus is fashion, periodically sharing the story behind the brand (the founder's journey, the creative passion, the charitable connection) can build a much deeper, more loyal customer base. A 'Founder's Story' blog post or an annual charity campaign could be powerful ways to do this.

Social Perception

The public perceives Makenna's Beads as a legitimate and high-quality small business. Customer reviews are excellent, with specific praise for the product aesthetics and quality. The brand is seen as a successful local enterprise in the Lancaster, PA area, celebrated for its presence in various markets and boutiques. The personal story of the founder adds a layer of authenticity that resonates with an audience that values supporting small, creator-led businesses.

Copy Examples

• •Your new everyday essential has arrived ✨ Meet our Gold Pearl Initial Bracelet! Each one is handmade just for you, because you deserve something as unique as you are. The perfect way to treat yourself or someone you love! Tap to shop now. #makennasbeads #handmadejewelry #initialbracelet #goldjewelry #shopsmall #lancasterpa
• •Headline: Create. Connect. Celebrate. Sub-headline: Bring the Makenna's Beads Traveling Bracelet Bar to your next event! Perfect for birthdays, girls' nights, and pop-ups. Book your unique jewelry-making experience today!
• •Subject: New Arrivals Are Here (And I ’m Obsessed!) ✨
• •Text on screen: 'Packing your orders is my favorite part of the day!' Voiceover: 'I can't believe this all started as a creative outlet for me! Every time I pack an order, I'm so grateful for your support. Thank you for helping my small business dream come true. I hope you absolutely LOVE your new pieces!' Hashtags: #smallbusinessowner #packingorders #teenentrepreneur #jewelrybusiness #fyp
• •Product Name: The Warrior Bracelet - Diabetes Awareness Description: More than just a bracelet, it's a symbol of strength. As someone living with T1D, I designed this piece as a daily reminder of our resilience. Handmade with love, this bracelet is for all the T1D warriors and their amazing supporters. 20% of every purchase is donated to the Diabetes Research Institute to support the search for a cure. Wear it with pride.