Brand Tone

Authentic, Traditional, Passionate, Personal, Down-to-Earth, Approachable, Confident, Proud, Humorous, Engaging

Brand Values

• •Heritage & Tradition
• •Authenticity & Craftsmanship
• •Quality Materials
• •Customer Connection & Community
• •Passion for the Craft

Best Practices

• •Embrace Francis's Voice: Continue to use Francis McCaffrey as the primary voice of the brand. His personal stories, passion, and direct, slightly informal yet proud tone are key. This means more "I" and "me" from his perspective.
• •Highlight Heritage & Authenticity Consistently: Every piece of copy should, where appropriate, weave in the themes of Irish tradition, 5th generation craftsmanship, and the handmade, unique nature of the products.
• •Be Direct and Conversational: Avoid overly corporate or formal language. Speak to the audience as if you're having a conversation in the workshop or during a livestream. Answer questions directly and honestly.
• •Show, Don't Just Tell, the Passion: Use vivid language that conveys the dedication and love for the craft. Share behind-the-scenes glimpses, challenges, and the satisfaction of creating each piece. Let the enthusiasm shine through.
• •Maintain Visual-Verbal Cohesion: Ensure the visuals (photos, videos of the sticks, the workshop, Francis working) align with the authentic, handcrafted, and traditional tone of the copy. The imagery should reinforce the words.

Social Perception

Respected Craftsman, Genuine & Trustworthy, Provider of Unique, Quality Products, Engaging Online Personality

Copy Examples

• •Fresh from the workshop, this Blackthorn beauty is ready to walk with you. Crafted from a single piece of Irish Blackthorn, seasoned for years, and shaped by hands that know the wood. This isn't just a stick; it's five generations of tradition in your grip. See all the details and make it yours on mccaffreycrafts.com. Link in bio! #McCaffreyCrafts #IrishHeritage #Handmade #Blackthorn #WalkingStick #Shillelagh
• •Ever wonder what goes into making a true Irish Shillelagh? Join me, Francis, in the workshop as I take this wild piece of Blackthorn and bring out its spirit. No shortcuts, just honest craftsmanship, a bit of sweat, and maybe a story or two. Got questions? Drop 'em in the comments! And don't forget to check out the finished piece (and others like it) over on the website: [link] #IrishCraft #StickMaking #FrancisMcCaffrey #Handcrafted #Ireland
• •Feel the strength of Irish Blackthorn. Each McCaffrey walking stick is born from nature and tradition, a true one-of-a-kind companion. Sourced from the wild, seasoned with patience, and handcrafted with a passion passed down through five generations. This stick isn't just made; it's lived.
• •Another week, another batch of proper Irish Blackthorn sticks ready to find their new homes. Each one carved with pride, carrying a piece of the Emerald Isle. These aren't factory-made – they're McCaffrey-made. Find your perfect stick: [link] #IrishMade #Craftsmanship #BadAssWalkingSticks
• •Greetings from the workshop in Kerry! Francis here. Just wanted to give you a heads-up that a fresh collection of unique Blackthorn and Hazel walking sticks has just landed on the website. Plus, don't forget to join me live on YouTube this Friday at 6pm GMT – I’ll be showing off some new creations and answering your questions. It’s always a good chat! Own a piece of Ireland: [link to website]