Brand Tone

Knowledgeable & Experienced, Practical & Solution-Oriented, Reliable & Trustworthy, Direct & Informative, Supportive

Brand Values

• •Customer Focus: Their philosophy is "to get to know our customers in order to know exactly what they require for their businesses to succeed."
• •Quality & Expertise: Implied through their specialization and the detailed nature of their product information, aiming to provide high-performance and durable goods.
• •Heritage & Experience: Proudly stating their establishment in 1974 and being a family-run business.
• •Comprehensive Supply: Aiming to be a one-stop-shop for a wide array of items in their niche.
• •Adaptability: Having diversified from purely haberdashery to include garment manufacturing and packaging supplies shows an ability to evolve with industry needs.

Best Practices

• •Prioritize Clarity and Information: Ensure all copy is easy to understand, accurate, and provides the necessary details customers need (e.g., product specifications, uses, compatibility). Avoid overly casual slang or jargon that might not resonate with a professional audience, unless it's common industry terminology.
• •Highlight Expertise and Experience Subtly: Weave in mentions of their long history or deep product knowledge naturally within product descriptions, blog posts, or advice, rather than just stating it plainly. For example, "With our experience, we know that..." or "A long-time favourite for industry professionals..."
• •Maintain a Helpful and Approachable Stance: Even with a knowledgeable tone, ensure the language is welcoming and encourages customers to ask questions or seek advice. Phrases like "Need help choosing?" or "Contact us for specific requirements" reinforce this.
• •Focus on Solutions and Benefits: Frame product descriptions not just around features, but around how those features benefit the customer and solve their specific problems or meet their professional needs. "Ensure the longevity and optimal performance of your sewing machines..." is a good example from their current site.
• •Develop a Style Guide: Create a simple internal document outlining key brand voice characteristics, preferred terminology (and terms to avoid), and examples of on-brand copy. This will help ensure consistency across all writers and platforms, from website product pages to social media updates.

Social Perception

Specialist, traditional, and reliable supplier for professionals and serious hobbyists in the garment and design industries in the Leicester area and online. A knowledgeable source for specific, hard-to-find items and industry-standard supplies. A desire for positive, service-oriented relationships. Might be a well-regarded niche supplier known within its specific community rather than a brand with broad mainstream public recognition.

Copy Examples

• •Homepage Banner: "Your Trusted Partner Since 1974. Pins & Needles: Equipping Leicester's Garment Industry & Beyond with Quality Haberdashery & Manufacturing Essentials."
• •Product Category (Designing Equipment): "Precision Starts Here. Explore our curated range of designing equipment, from pattern papers to specialized cutters – everything your creative vision demands, backed by decades of industry expertise."
• •Social Media Post (Instagram - showcasing a new thread type): "Unleash vibrant, durable stitches with our new [Thread Name] collection! Engineered for [mention key benefit, e.g., high-speed machines or delicate fabrics]. Swipe to see the difference. Got questions on the best thread for your project? DM us – we've been helping makers like you for nearly 50 years! #PinsAndNeedlesLeicester #Haberdashery #SewingSupplies #GarmentTech #LeicesterCreatives"
• •Email Newsletter Snippet (to existing customers): "Still relying on the best? At Pins & Needles, we understand the demands of your craft. That's why we continue to stock industry-leading [Product Category, e.g., Cutting Room Papers] and offer expert advice to ensure your projects run smoothly. See what's new or re-stock your essentials today."
• •"About Us" Page Excerpt: "For nearly half a century, Pins & Needles has been more than just a supplier; we're a family business woven into the fabric of Leicester's design and garment community. We believe in providing not just products, but solutions and the expertise to help your business thrive."