Brand Tone

Artistic & Passionate, Friendly & Approachable, Authentic & Transparent, Playful & Whimsical, Community-Oriented

Brand Values

• •Handmade Quality & Craftsmanship
• •Creativity & Self-Expression
• •Passion & Dedication
• •Authenticity
• •Joy & Positivity

Best Practices

• •Create a "Brand Voice" Guide: Even a simple one-page document outlining key tone characteristics (e.g., "Playful, Passionate, Authentic"), words to use, and words to avoid can be invaluable, especially if others contribute to content creation.
• •Always Write as "Penelope": Maintain the first-person narrative, especially on social media and in direct communications. This reinforces the personal, maker-driven aspect of the brand.
• •Incorporate Storytelling: Share the inspiration behind collections, the process of creation, or customer stories (with permission). This aligns with the authentic and passionate tone.
• •Engage Genuinely: When responding to comments or messages, maintain the friendly, approachable, and appreciative tone. Avoid generic replies.
• •Review and Refine: Regularly review website copy, product descriptions, and social media posts to ensure they consistently reflect the desired tone. Read them aloud to catch awkward phrasing or tonal inconsistencies.

Social Perception

Artistic & Unique, High Quality (Handmade), Personal & Relatable, Supportive of Small Business/Local Artist, Fun & Stylish

Copy Examples

• •Instagram Post (New Collection Launch): Spotted: Your new favorite ear candy! ✨ I’ve poured so much love (and a little bit of glitter, oops!) into this fresh batch of hand-sculpted polymer clay earrings. Each pair is a mini masterpiece, perfectly imperfect and ready to brighten your day. Which one is calling your name? Let me know below! 👇 #HandmadeWithLove #PenelopeMadeThis #NewCollection #PolymerClayEarrings #MelbourneMade
• •Product Description (Website): Meet the 'Sunset Swirls' earrings! Lovingly handcrafted in my Melbourne studio, these polymer clay dangles capture the magic of a dreamy evening sky. Lightweight and oh-so-unique, they're the perfect way to add a pop of personality to any outfit. Because life’s too short for boring accessories, right? Each piece is handmade, so expect slight variations that make your pair truly one-of-a-kind.
• •Email Newsletter Snippet (Promoting a Sale): Hey lovely! Just a little note from my studio to yours. ✨ To say a HUGE thank you for all your amazing support, I'm treating you to a [discount percentage]% off all hair clips this weekend! It’s the perfect excuse to snag that colorful piece you’ve been eyeing. Happy creating (and shopping!). With love, Penelope x
• •Instagram Story (Behind the Scenes): (Video showing hands working on clay with text overlay) Studio vibes today! 🎨 Getting these beauties ready for the [Market Name] this weekend. So excited to see your lovely faces there! What designs are you hoping to find? Pop your requests in the question box! #MeetTheMaker #BehindTheScenes #PolymerClayArtist #SupportSmall
• •About Us Page Snippet (Website): From a kitchen table lockdown project to a full-blown passion! Hi, I'm Penelope, the hands and heart behind every piece you see here. I believe in the joy of making and the beauty of unique, handcrafted treasures. Each swirl of clay and pop of color is a little piece of my art, made to make you smile. Thanks for being part of this colorful journey!