Brand Tone

Inspiring and Creative, Friendly and Approachable, Helpful and Educational, Quality-Oriented and Passionate

Brand Values

• •Creativity
• •Quality
• •Inspiration
• •Community
• •Customer Satisfaction

Best Practices

• •Always Inspire Action & Creativity: Frame your copy to encourage making, doing, and exploring. Use verbs that spark imagination like "discover," "create," "transform," "craft," "design."
• •Maintain a Friendly & Encouraging Voice: Use welcoming language. Address your audience directly (e.g., "your next project," "let's create"). Incorporate positive and uplifting words. Even when being informative, keep it approachable.
• •Be Genuinely Helpful: Provide real value. If you're showcasing a product, briefly mention its use or a benefit. Offer tips, ideas, or solutions within your copy where appropriate, reinforcing your educational stance.
• •Highlight Quality & Uniqueness (Subtly): While being friendly, don't forget to weave in the "special" aspect of your papers. Use descriptive adjectives that convey quality (e.g., "luxurious," "vibrant," "premium," "durable") without sounding overly formal or boastful.
• •Develop a Style Guide: Create a simple internal guide with key brand voice words (e.g., "inspiring," "creative," "friendly," "quality-focused"), preferred terminology, and examples of on-brand and off-brand sentences. This helps ensure anyone writing copy stays consistent.

Social Perception

Positive for Crafters, Source of Inspiration, Reliable Supplier

Copy Examples

• •✨ Sparkle Alert! ✨ Our NEW line of holographic cardstock just dropped! Perfect for adding that magical touch to your next scrapbook page, party invitation, or dreamy DIY project. Which color will you shimmer with first? Swipe to see them all & tap to shop! #PapelEspecial #HolographicPaper #CraftSupplies #NewCollection #DIYMagic
• •Hey [Customer Name], looking for your next crafting adventure? Discover fresh project ideas on our blog and explore our vibrant collection of specialty papers – from luxurious metallics to textured delights. Plus, enjoy 10% off all bookbinding tools this weekend only! Let's make something beautiful. Shop Now -> [Link]
• •PAPEL ESPECIAL: Your Crafting Dreams Start Here. Explore hundreds of unique papers, tools, and inspiration to bring your vision to life. High-quality materials for unforgettable creations.
• •DIY Gift Box Idea! 🎁 Transform simple moments into cherished memories with our premium patterned papers. This easy-to-follow tutorial (link in bio!) shows you how. Pin this for later and get inspired! #PapelEspecial #DIYCrafts #GiftWrapping #PaperCraft #ScrapbookingIdeas
• •Passionate about paper crafts? ✂️ PAPEL ESPECIAL offers an enchanting world of specialty papers, from elegant pearlescents to bold glitters. Find everything you need for scrapbooking, card making, and unique personalized projects. Visit our online store today and get inspired! [Link] #PaperLove #CraftStore #ScrapbookingSupplies #CardMaking