Brand Tone

Welcoming and Inclusive, Community-Focused, Passionate and Knowledgeable, Supportive

Brand Values

• •Community: Creating a welcoming and inclusive space for fiber enthusiasts is a core value.
• •Creativity and Craftsmanship: Promoting the love of knitting and fiber arts through quality materials and education.
• •Natural Materials: An emphasis on carrying yarns made from natural materials.
• •Inclusivity and Support: Ensuring all individuals feel welcome and supported in their crafting journey.
• •Local Focus: Serving the Sonoma, California community.

Best Practices

• •Emphasize "Community" and "Welcome": Consistently use warm, inviting language that makes everyone feel included. Words like "cozy," "friendly," "supportive," "together," and "share" should be staples.
• •Highlight Natural and Quality Products: When describing products, focus on the beauty and benefits of natural fibers and the quality of the tools, appealing to crafters who value these aspects.
• •Speak from a Place of Passion: Let Marie's (and the team's) genuine love for knitting and fiber arts shine through. Use enthusiastic and inspiring language.
• •Be Inclusive in Imagery and Language: Ensure that visuals and text represent a diverse range of people and skill levels, reinforcing the "all backgrounds welcome" message.
• •Foster Interaction: Encourage engagement by asking questions, inviting people to share their projects, and promoting in-person gatherings and classes. This reinforces the community aspect.

Social Perception

Positive and Welcoming, Resource for Crafters, Community Hub

Copy Examples

• •Instagram Post (New Yarn Arrival): Soft, natural, and begging to be knit! ✨ Our latest collection of [Yarn Type] has arrived, and we can already imagine the beautiful projects you'll create. Come feel the inspiration at your cozy Sonoma yarn haven! #NomaKnits #KnittersOfSonoma #NaturalFibers #CommunityCrafting #NewYarn
• •Website (About Us Snippet): More than just a yarn shop, Noma Knits is a welcoming space for Sonoma's creative community. Founded by Marie with a passion for all things fiber, we're here to support your crafting journey with beautiful natural yarns, helpful classes, and a friendly smile. Come join our knitting family!
• •Newsletter (Class Announcement): Ready to learn a new stitch or tackle that dream project? Our upcoming [Class Name] workshop is the perfect place to grow your skills in a supportive and fun environment. All levels welcome – because at Noma Knits, everyone belongs in our circle of makers! Sign up today on our website.
• •Facebook Post (Community Event): Gather your needles and join us for our [Event Name] this Saturday at Noma Knits! It's a wonderful chance to connect with fellow fiber lovers, share inspiration, and enjoy the simple joy of creating together. We can't wait to see you there, right here in the heart of Sonoma.
• •In-Store Signage: Noma Knits: Your cozy corner for creativity and community. Welcome – we're so glad you're here!