Brand Tone

personal, encouraging, and joyful

Brand Values

• •Joy and Passion
• •Creativity and Inspiration
• •Expertise and Quality
• •Community
• •Authenticity

Best Practices

• •Lead with Joy and Emotion: Always connect the products to the feeling they evoke—joy, nostalgia, satisfaction, and creative fulfillment. Use words like "joy," "magic," "beautiful," "memories," and "create."
• •Maintain the Personal, "Marit" Voice: Write as if you are a knowledgeable and encouraging friend. Use "we" and "you" to create a direct conversation. Sharing personal tips or favorites from "Marit" will reinforce the brand's authentic, founder-led identity.
• •Inspire Before You Sell: Frame product announcements and promotions around a creative possibility. Instead of just "New Product Available," try "Imagine the stunning autumn album you could make with this..."
• •Foster Community with Inclusive Language: Use inviting and encouraging phrases. Ask questions in social media captions to prompt engagement and make followers feel like part of the Papirglede community. Refer to events and shared creative experiences.
• •Educate and Empower: Regularly share tips, tricks, and tutorials. This positions the brand as a valuable resource, not just a store. The copy should aim to build confidence in the customer, assuring them that they can create beautiful things.

Social Perception

The public perceives Papirglede as a specialized, credible, and community-oriented retailer. It is seen as a go-to resource for serious paper hobbyists in Norway. The personal touch of its owner, Marit, creates a perception of a small, passionate business that cares about its customers' creative journeys. Its history and mentions in the crafting world lend it an air of authority and trustworthiness.

Copy Examples

• •Unbox a little joy with us! ✨ The new 'Dreamland' collection from Ciao Bella has just landed in the shop, and it’s pure magic. Imagine the beautiful albums and cards you could create with these whimsical patterns! What story would you tell? Let your creativity bloom! 🌸 #Papirglede #PaperJoy #ScrapbookingNorge #Kortlaging #CreativeJoy
• •Your Story, Beautifully Crafted. Find the inspiration and supplies you need to bring your memories to life.
• •A little spark for your weekend creativity, Marit's new tutorial is here! 💡
• •Ready to restock your craft corner? 🎨 Our Summer Sale is on! Get 25% off all patterned paper pads, including your favorites from Maja Design and Prima Marketing. It’s the perfect time to grab that collection you've been dreaming of. Shop now and let the joy of creating begin! #Papirglede #Hobbyglede #ScrapbookingSale
• •Need a card in 5 minutes? I've got you! That feeling when you can whip up a handmade card that looks like it took hours! 😉 All you need is good cardstock, one beautiful die-cut, and a little bit of #Papirglede. #CardMaking #DIYCard #Handmade #CreativeHacks #NorskButikk