Brand Tone

Friendly and Approachable, Supportive and Community-Oriented, Authentic and Passionate, Helpful and Informative

Brand Values

• •Craftsmanship and Quality
• •Personalization and Uniqueness
• •Family and Heritage
• •Support for Small Businesses/Makers
• •Community

Best Practices

• •Tell Your Story: Consistently weave in elements of Jenni’s personal journey, the brand’s heritage, and the "why" behind Maple & Rose. This builds authenticity and connection.
• •Use "Maker" Language: Employ terms and phrases that resonate with the crafting community (e.g., "WIP," "stitch," "handmade treasure," "creative journey"). This shows understanding and belonging.
• •Maintain a Warm, Conversational Style: Write as if you're talking to a friend or a fellow crafter. Use contractions, ask questions, and be approachable in all communications.
• •Highlight Community and Support: Regularly feature customer creations, run contests, or share tips. Emphasize how Maple & Rose products help other makers succeed.
• •Be Visually Consistent: Ensure that the tone of the copy is reflected in the visuals used (e.g., warm, inviting, high-quality images of products and craft projects). The imagery should feel as personal and crafted as the products themselves.

Social Perception

Trusted Supplier for Crafters, Personal and Relatable, Part of the Crafting Community

Copy Examples

• •Instagram Post (New Product): "Hello lovely makers! ✨ We’re so excited to introduce our new [Product Name] – crafted with love, just for you. We know how much heart goes into every stitch, and we can't wait to see how these become a part of your beautiful creations! Link in bio to shop and add that perfect finishing touch. #MapleAndRose #HandmadeWithLove #CraftSupplies #NewCollection #MakersGonnaMake"
• •Facebook Ad (Promoting Custom Tags): "Your creations tell a story. Let us help you sign your name to it. ❤️ Our custom tags are designed to beautifully complement your handmade treasures. From wood to leatherette, find the perfect match for your brand. Jenni, our founder, pours her passion for craftsmanship into every order! Shop now & let's make something special together! [Link] #MapleAndRoseStudio #CustomTags #HandmadeCommunity #SupportSmall #PersonalizedGifts"
• •Website Homepage Banner: "Maple & Rose: thoughtfully crafted notions for your handmade journey. Inspired by heritage, made for makers like you."
• •Email Newsletter Snippet (Highlighting a Customer): "Maker Spotlight! 🌟 We're constantly amazed by your talent! This week, we're crushing on [Customer's Instagram Handle]'s stunning [Project] featuring our classic wooden tags. Swipe to see their incredible work! Want to be featured? Tag us @maple.and.rose! #ProudMaker #CommunityLove #MapleAndRoseMakes"
• •TikTok Video Caption (Behind-the-Scenes): "Little bit of Monday magic happening here at the M&R studio! ✨ Watch Jenni bring your custom tags to life. Each one is made with so much care! What are you crafting this week? Let us know! 👇 #MapleAndRose #CraftingStudio #BehindTheScenes #CustomMade #SmallBusinessCanada #YarnLove"