Brand Tone

enthusiastic, niche-focused, and creatively empowering. It's friendly and approachable, largely due to the direct involvement of the founder, Ashley Burrow, on platforms like TikTok. The language used on the website and in social media posts is straightforward and infused with the themes of their products (e.g., "creepy creations," "morbid and macabre"). While the subject matter is dark, the tone isn't menacing; rather, it's celebratory of a specific subculture, making it feel inclusive and exciting for its target audience.

Brand Values

• •Creativity and Self-Expression: The core of the brand is providing materials for creators to bring their unique, "creepy creations" to life. The offering of custom designs emphasizes this value.
• •Niche Community Building: By focusing on themes like goth, horror, and witchy aesthetics, the brand builds a strong connection with a dedicated subculture, creating a space where their interests are centered.
• •Founder-Led Authenticity: The visible presence of the founder creates a sense of a small, passionate business, which builds trust and a personal connection with customers.
• •Exclusivity and Uniqueness: The custom-designed fabrics are not mainstream, offering customers a way to create items that stand out. The private Facebook group further enhances this by providing exclusive offers.
• •Passion for the Macabre: The brand genuinely celebrates dark and spooky themes, viewing them as a source of artistic inspiration rather than just a seasonal trend.

Best Practices

• •Embrace the Niche Terminology: Consistently use words like "macabre," "morbid," "creepy," "spooky," "witchy," and "horror" in your copy. This reinforces your brand identity and attracts the right audience.
• •Maintain a Personal, Founder-Led Voice: Continue to have Ashley, the founder, be the face and voice of the brand on social media. Captions written in the first person ("I'm so excited to show you...") build a stronger, more authentic connection than generic corporate-speak.
• •Empower the Creator: Frame your products not just as items for sale, but as tools for creativity. Ask questions like, "What will you create?" or "Show us what you're making!" to foster a sense of a collaborative, creative community.
• •Balance the Dark with the Fun: While the themes are dark, the tone should remain enthusiastic and fun. Use emojis (like , , , ) and an upbeat, encouraging voice to show that the brand's version of "macabre" is about passion and creativity, not negativity.
• •Use Exclusivity to Build Community: Continue to leverage the private Facebook group. Use language that highlights its special status, with phrases like "Exclusive to our Facebook family," "Get early access in the group," or "A special treat just for our members." This makes customers feel like insiders and strengthens loyalty.

Social Perception

The perception of Phantom Fabrics and Gadgets appears to be that of a specialized, trusted supplier within the alternative sewing and crafting community. The brand is not aiming for mass appeal; instead, it successfully resonates with a specific audience that is actively seeking out horror, goth, and witchy-themed crafting materials. The use of a private Facebook group suggests that the brand prioritizes a controlled, positive community environment where members can share their work and interact directly. The lack of public-facing complaints indicates that customer service and product quality likely meet the expectations of this core audience.

Copy Examples

• •Tired of boring floral prints? So are we. Your sewing projects are screaming for a touch of the macabre. Our new "Killer Collection" features custom-designed fabrics that are to die for. Unleash your inner horror fan and create something truly unique. Shop the collection now at Phantom Fabrics and Gadgets. #NotYourGrandmasFabric #HorrorSewing #CreepyCreations
• •Welcome to the Phantom. We celebrate the morbid and the macabre. Here, you'll find custom fabrics and quality gadgets to bring your darkest creative visions to life. Stop dreaming, start creating.
• •New 'Celestial Witch' fabric just dropped! Stop scrolling and start sewing. Perfect for that magical project you've been planning. Pre-orders are open now! What would you make with this? Let me know in the comments! #WitchyFabric #SewingTikTok #CustomFabric #GothCrafts
• • Spooky Savings Inside! 30% Off All Retail Fabrics!
• •Who says goths can't love color? Our Rainbow Goth Baphomet vinyl is for the creator who walks the line between darkness and delight. This durable, faux leather is perfect for crafting statement bags, spooky accessories, and anything else your beautifully dark heart desires. Let your vibrant, creepy flag fly.