Brand Tone

friendly, inspiring, community-oriented, personal, and approachable

Brand Values

• •Community
• •Passion for Craft
• •Inspiration
• •Quality
• •Joy and Creativity

Best Practices

• •Embrace the "We're Knitters Too" Attitude: Always write from the perspective of a fellow knitting enthusiast. Share personal anecdotes, tips, and the genuine joy of the craft. This builds an authentic connection with the audience.
• •Use a Friendly and Encouraging Voice: Keep the language warm, positive, and approachable. Ask questions to invite conversation and make followers feel like part of a community. Avoid overly formal or corporate language.
• •Focus on Inspiration and Possibility: Frame product descriptions and posts around what customers can *create*. Instead of just listing fiber content, describe the soft sweater or cozy blanket the yarn could become. Use vibrant and high-quality visuals to support this.
• •Celebrate the Community: Regularly feature customer projects (with permission). Run contests, ask for opinions, and create events that bring people together. This reinforces the brand's value of community and makes customers feel seen and appreciated.
• •Maintain Visual Consistency: Ensure that all photography and graphics align with the brand's cozy, colorful, and inspiring aesthetic. A consistent visual identity across the website and social media strengthens the brand's tone and makes it instantly recognizable.

Social Perception

Overwhelmingly positive; seen as a welcoming and reliable source for knitting supplies. The owner is perceived as knowledgeable and passionate, building trust and loyalty. The brand is viewed as a supportive and integral part of the local and online knitting world, offering materials, inspiration, and connection.

Copy Examples

• •Color your world! 🌈 Our new collection of hand-dyed merino wool has just landed. Imagine the cozy sweaters and vibrant shawls you could create with these soft, dreamy skeins. Which color is calling your name? Let us know in the comments! #PunainenLanka #Knitspiration #YarnLove
• •Ready to learn a new skill? Join our beginner's knitting workshop! We'll provide the needles, the yarn, and the friendly guidance to get you started on your very first project. Spaces are limited, so grab your spot and let's make something beautiful together! Link in bio to sign up. #KnittingCommunity #DIY #Crafts
• •Hello, Autumn! 🍂 It's the perfect season to cast on a new project. To celebrate, get 15% off all alpaca and wool blend yarns. It's time to get cozy and creative. Shop now! #AutumnKnits #CozyVibes #PunainenLanka
• •Your creations inspire us! This month, we're featuring a stunning lace shawl knitted by one of our amazing customers, [Customer's Name]. Swipe to see her beautiful work! Do you have a project made with our yarn that you'd like to share? Tag us @punainen_lanka for a chance to be featured! #KnittersOfInstagram #CommunityLove
• •5 Common Knitting Mistakes and How to Easily Fix Them. Don't let a dropped stitch unravel your passion! We're sharing our top tips to help you knit with confidence. Read more on the blog. #KnittingTips #CraftHelp #NeverStopLearning