Brand Tone

Personal, Passionate, and Trustworthy. The brand's voice is heartfelt and welcoming, demonstrating a genuine love for needle crafts, emphasizing quality as the #1 priority, and fostering connection with the crafting community.

Brand Values

• •Quality & Craftsmanship
• •Authenticity & Heritage
• •Community
• •Passion
• •Customer Focus

Best Practices

• •Always Use "I" and "My": The brand's strength is its personal nature. Copy should always come from Cheryl's perspective ("I handcraft," "My studio") rather than a corporate "we" to maintain authenticity.
• •Lead with Passion and Story: Connect with customers by sharing the "why" behind the products. Frame copy around the love of crafting, the joy of creating, and the heritage of the skill, just as in the "My Story" section.
• •Emphasize Quality and Craftsmanship in Every Description: Use descriptive words that convey quality, such as "professionally sewn," "durable canvas," "full-grain leather," "attention to detail," and "handcrafted."
• •Engage as a Peer, Not Just a Seller: In social media and email, continue the podcast's community tone. Ask questions, share customer projects (with permission), and talk about personal crafting wins and challenges to foster a sense of community.
• •Keep it Simple and Heartfelt: The tone is not overly slick or corporate. It's warm, welcoming, and direct. Avoid jargon and focus on clear, friendly communication that reflects a small, passionate, one-woman business.

Social Perception

MyNeedleCrafts is perceived as a high-quality, reliable, and beloved artisan brand within the knitting and needlecraft community. Customers see it as a trustworthy, one-woman business run by a skilled crafter who understands their needs, and an integral part of the crafting community.

Copy Examples

• •Your projects deserve a beautiful home. ✨ Each of our bags is handcrafted by me, with attention to every detail, to keep your craft safe and organized. What are you working on this week? #MyNeedleCrafts #KnittingBag #HandmadeWithLove
• •A little something for your next project, handmade in my studio.
• •Tangled yarn is a thing of the past. Our signature sock bag features a smart zippered divider and snap-able guides to keep your two skeins separate and smooth. Lovingly handcrafted from durable cotton canvas, it’s the perfect companion for your two-at-a-time knitting adventures.
• •Quality Bags for Passionate Crafters. Stop searching for the perfect project bag. From sock knitting to sweater-sized totes, every MyNeedleCrafts bag is designed by a crafter, for crafters. Handmade in Canada. Shop the collection now!
• •Busy Hands, Happy Heart. Welcome to MyNeedleCrafts, where every project bag is professionally sewn with passion and and care.