Brand Tone

Professional, Expert, and Refined

Brand Values

• •Quality
• •Craftsmanship
• •Specialization
• •Canadian access to world-class tools

Best Practices

• •Prioritize Precision: Use specific, technical, and accurate language. Avoid vague marketing jargon. Instead of "great tool," write "a tool balanced for vibration reduction and superior edge retention."
• •Maintain a Professional Voice: The tone should always be respectful, confident, and knowledgeable. Avoid overly casual phrases, emojis, or humor that could undermine the brand's expert positioning.
• •Speak to the Artisan: Address your audience as fellow craftspeople. Acknowledge their skill, passion, and pursuit of quality. Frame products as instruments that enable their artistry, not just as items for sale.
• •Emphasize Quality and Origin: Consistently highlight the premium nature of the products. Mention the respected brands, the quality of materials (e.g., "M42 HSS steel"), and the superior engineering behind them.
• •Focus on Benefits, Not Just Features: While listing technical specifications is important, always connect them back to a tangible benefit for the woodturner. For example, instead of just "weighs 2.5 lbs," write "weighs 2.5 lbs, offering a substantial feel for steady, chatter-free cuts."

Social Perception

A trusted, niche supplier for specialized, high-quality woodturning tools in Canada, perceived as a focused, expert-run business rather than a mass-market retailer.

Copy Examples

• •The Apex of the Craft. World-class woodturning tools, delivered to your Canadian workshop. We source only the finest equipment, because the beauty of the finish begins with the quality of the tool.
• •Uncompromising Sharpness. Unrivaled Control. Experience the pinnacle of turning performance with the [Tool Name]. Meticulously engineered for a flawless cutting edge and superior handling, this is the instrument of choice for artisans who demand precision in every curve.
• •For the Dedicated Turner. Turning North was founded on a simple principle: to provide Canadian woodturners with access to the world's best tools. We are specialists, just like you. We don't sell everything; we sell the best of one thing.
• •New from Axminster: The Evolution of Precision is Here. Be the first to explore the latest innovations from Axminster, now in stock. Discover tools designed to elevate your craft and redefine your turning experience.
• •The Perfect Finish Starts Here. Don't let a flawless turning be compromised by an inferior finish. Our curated selection of premium abrasives provides the consistency and quality required to transform your work into a masterpiece.