Brand Tone

Approachable, encouraging, community-focused, welcoming, inclusive, educational, supportive, professional, and knowledgeable.

Brand Values

• •Community
• •Creativity
• •Quality
• •Support and Education
• •Resilience

Best Practices

• •Emphasize "You" and "Your": Address the customer directly to create a personal and encouraging tone. Frame your copy around their creative journey and how your products and services can support them.
• •Use Welcoming and Inclusive Language: Phrases like "all are welcome," "join our community," and "whether you're a beginner or a pro" will reinforce the brand's community-focused values.
• •Share Stories, Not Just Products: Highlight the stories behind the pottery, whether it's a student's success, a teacher's passion, or the history of a particular technique. This will build a stronger emotional connection with your audience.
• •Maintain a Helpful and Educational Voice: Position the brand as a knowledgeable resource. Offer tips, answer frequently asked questions, and provide valuable information that goes beyond just selling products.
• •Let Your Passion Shine Through: Use enthusiastic and inspiring language that reflects a genuine love for pottery and the creative process. This passion will be contagious and will attract a like-minded community.

Social Perception

Perceived as a vital and beloved institution within the local arts community, a central hub for ceramic artists, and a supportive, essential resource, strengthened by community engagement and post-flood rebuilding efforts.

Copy Examples

• •From a lump of clay to a beautiful, finished piece! ✨ We're constantly amazed by the incredible work that comes out of our studio. Check out this stunning vase created by [tag student] in our beginner's wheel-throwing course. Feeling inspired to get your hands dirty? Our next round of workshops is just around the corner. Link in bio to book your spot! #NorthernRiversPottery #PotteryClass #Handmade
• •New month, new glaze! 🌈 Add a pop of color to your creations with our latest shipment of [glaze brand] glazes. Perfect for everything from functional tableware to sculptural pieces. Our team is always here to help you find the perfect match for your project. Drop by the store or shop online! #PotterySupplies #Glaze #Ceramics
• •Your pottery journey starts here. Our beginner's toolkit has everything you need to start creating, from shaping tools to sponges. We've hand-picked these high-quality tools to give you the best start in your new craft. Let's make something beautiful together. #PotteryTools #BeginnerPottery #DIY
• •Get Creative This Weekend: New Workshops & Studio Hours!
• •In a world that's constantly rushing, there's something incredibly grounding about working with clay. The feeling of earth in your hands, the focus it demands, and the satisfaction of creating something from scratch – it's a form of therapy in itself. This week on the blog, we're exploring the mindful practice of pottery and how it can bring a sense of calm to your busy life.