Brand Tone

Friendly, Welcoming, Enthusiastic, Passionate, Community-Focused, Helpful, Knowledgeable, Fun, Upbeat, and Family-Friendly

Brand Values

• •Community: Building a strong community around quilting and fiber arts is central. They connect quilters locally and online.
• •Creativity and Inspiration: They offer a wide variety of fabrics and yarns "from classic to trendy to inspire your next project."
• •Customer Connection/Service: High importance is placed on being welcoming, helpful, and engaging with customers daily through live videos and in-store interactions.
• •Passion for Craft: A genuine love for quilting, knitting, and crochet is evident in their communications and offerings.
• •Adaptability and Growth: They have continuously expanded their store, offerings (like The Yarn Nook), and their online presence to meet customer needs.
• •Family: They foster a family-friendly environment both for customers and staff.

Best Practices

• •Always Be Welcoming and Inclusive: Start and end communications with a friendly tone. Use words that invite people in, regardless of their skill level (e.g., "perfect for beginners," "all crafters welcome").
• •Emphasize Community and Connection: Regularly mention your community, invite interaction (ask questions, run polls), and highlight customer creations or stories (with permission). Frame events as opportunities to connect.
• •Inject Enthusiasm and Passion: Use exclamation points appropriately, share your excitement about new products or techniques, and let your genuine love for the craft shine through. Words like "love," "fun," "exciting," "inspire" fit well.
• •Be Genuinely Helpful: Offer tips, tricks, and clear explanations. Anticipate customer questions and provide easy-to-find answers. If promoting a product, explain its benefits or how it can solve a problem or enhance a project.
• •Keep it Light and Fun (but Professional): While the name "Off the Rails" suggests fun, ensure that all copy is still clear, grammatically correct, and professional in its presentation. Use humor or playful language where appropriate, especially on platforms like TikTok, but always maintain respect for the craft and the customer. Balance the "fun" with reliability and expertise.

Social Perception

Positive and Well-Loved, Reliable and Professional, Community Hub, Innovative

Copy Examples

• •🎉 Fresh fabric alert! 🎉 Get ready to swoon over these gorgeous new arrivals that just landed at Iowa's Happiest Quilt Shop! 😍 Ann and the team are going LIVE today at 12:15 PM Central on our app and Facebook to give you a closer look and spark some project ideas. Don't miss the fun – your next masterpiece awaits! #OffTheRailsQuilting #NewFabric #QuiltLove #CommunityCrafts
• •Unleash your creativity! Join our [Workshop Name] workshop and learn [Skill] with friendly guidance every step of the way. Perfect for all skill levels. Let's make something beautiful together! Sign up on our 'Happenings' page! #QuiltingWorkshop #OffTheRailsFun #LearnToQuilt #IowaQuilters
• •🧶 Calling all yarn lovers! 🧶 Vicki is back this Thursday at 3 PM Central in The Yarn Nook (live in our app!) with cozy new yarns and inspiring patterns. Grab your needles or hooks and join our warm, woolly community! #YarnNook #OffTheRailsKnitting #CrochetLove #FiberArts
• •Quick tip Tuesday! 💡 Watch Ann share a super simple trick to [Quilting/Sewing Tip]! What are your go-to hacks? Share in the comments! 👇 #QuiltTok #SewingTips #OffTheRailsQuilting #CraftyHacks #QuiltersOfTikTok
• •Never miss a moment of quilting joy! ✨ Download the Off the Rails Quilting app to watch our daily Lunch Bunch Live, catch replays, shop exclusive deals, and stay connected with Iowa's Happiest Quilt Shop community – all from your phone! Search 'Off the Rails Quilting' in your app store. #QuiltApp #StayConnected #FabricFun #OffTheRailsLive