Brand Tone

Friendly and Approachable, Passionate and Enthusiastic, Community-Oriented, Helpful and Informative, Playful and Modern (especially on TikTok)

Brand Values

• •Quality
• •Variety and Selection
• •Australian Made/Focus
• •Customer Passion
• •Community Engagement
• •Accessibility

Best Practices

• •Embrace "Friendly Expert" Voice: Combine passion and knowledge with an approachable, helpful, and encouraging tone. Avoid overly technical jargon unless explaining it clearly.
• •Foster Community in Your Language: Use inclusive language ("fellow crafters," "our community"). Ask questions to encourage interaction. Highlight customer projects and stories when possible.
• •Show, Don't Just Tell, Your Passion: Let your genuine enthusiasm for crafting shine through. Use evocative and sensory language to describe yarns and the joy of creating. (e.g., "squishy goodness," "weave something magical").
• •Be Authentically Australian (Subtly): Where appropriate, reference the local connection, Australian yarns, or community events. This resonates with the brand's heritage and focus.
• •Adapt to the Platform, Maintain Core Values: While the tone on TikTok can be more playful and informal than a website product description, the underlying values of quality, passion, and community should still be evident. Ensure consistency in messaging about product quality and the brand's commitment to crafters.

Social Perception

Positive Perception (Local Community & In-Store), Mixed Perception (Online - "Knitting Co."), Enthusiast Hub, Supportive of the Crafting Community

Copy Examples

• •Instagram Post (Showcasing new hand-dyed yarn): Dive into a world of color! ✨ Our latest collection of stunning, locally hand-dyed yarns has just landed. Each skein tells a story, waiting for you to weave it into something magical. Perfect for that special project you’ve been dreaming of! Pop into Mooroolbark Wool (now in Bayswater North!) or find them online at The Aussie Knitting Co. #MooroolbarkWool #TheAussieKnittingCo #HandDyedYarn #AustralianYarn #Knitspiration #CrochetLove #SupportLocal
• •Facebook Post (Promoting a workshop): Ready to learn a new skill or perfect your technique? Join us for our upcoming [Workshop Name]! Our friendly expert [Instructor's Name] will guide you every step of the way. It’s more than just a class; it’s a chance to connect with fellow crafters and unleash your creativity! Limited spots available – book yours via the link in our bio! #CraftWorkshop #KnittingClass #CrochetClass #MooroolbarkCommunity #LearnToKnit #YarraValleyCraft
• •TikTok Video Caption (Fun, quick showcase of colorful wool): Yarn haul got us like 😍🧶 Who else can't resist all the squishy goodness? What are you making this weekend? Tell us below! 👇 #YarnAddict #WoolObsessed #TikTokMadeMeBuyIt #CraftyVibes #MooroolbarkWool #Moowool
• •Website Homepage Banner: Your Crafting Journey Starts Here. For over 25 years, Mooroolbark Wool (The Aussie Knitting Co.) has been passionately supplying Australia’s crafters with the finest yarns and tools. Explore our incredible range and let your creativity flourish! [Shop Now Button]
• •Email Newsletter Snippet (Highlighting Australian wool): Celebrating Aussie Excellence! 🇦🇺 We're proud to stock a gorgeous selection of 100% Australian merino and other locally sourced fibres. Feel the quality, support local producers, and create something truly special. Discover our Australian Collection today. #AustralianWool #SupportAussieMade #QualityYarn #KnitLocal