Brand Tone

Friendly, Approachable, Playful, Whimsical, Authentic, Relatable, Joyful, Passionate, Slightly Sassy, Humorous, Encouraging, Uplifting

Brand Values

• •Handmade Quality and Uniqueness
• •Creativity and Self-Expression
• •Joy and Positivity
• •Personal Connection and Storytelling
• •Family Inspiration
• •Supporting Small Business
• •Authenticity

Best Practices

• •Create a Brand Voice Guide: Document the key elements of your brand tone (e.g., friendly, playful, authentic, joyful, slightly sassy), including preferred vocabulary, emoji usage (and what to avoid), and overall communication style. Share this with anyone creating content for the brand.
• •Always Write with the Customer in Mind: Think about who you're talking to. Use language that resonates with them, makes them feel seen, and reflects the positive, personal connection they have with the brand.
• •Tell Your Story Authentically: Continue to share the personal journey, the "why" behind the brand, and snippets of real life. This reinforces the authentic and relatable aspects of the tone. Don't be afraid to show the human side of the business.
• •Be Consistent Across All Platforms (with slight adaptations): While the core tone should remain the same, adapt the expression slightly to fit the nuances of each platform. For example, TikTok might allow for more overt humor and trend-based content, while an email newsletter might be slightly more polished but still warm and personal.
• •Review and Refine Regularly: Periodically review your website copy, social media posts, and customer communications to ensure they still align with the intended brand tone. Solicit feedback if possible. As the brand evolves, the tone might subtly shift, and the copywriting should reflect that.

Social Perception

Positive and Supportive, Appreciation for Handmade, Engaged Community, Seen as a Creative and Talented Maker, Genuine small business run by a passionate individual.

Copy Examples

• •Instagram Post (New Earring Collection): "Say hello to your new favorite ear candy! 👋💖 Our latest collection of handmade polymer clay earrings just dropped, and they’re bursting with color and fun. Each pair is lovingly crafted to add a little sunshine to your day. Which one are you snagging first? ✨ #RoryGailHandmade #HandmadeJewelry #PolymerClayEarrings #NewCollection #ShopSmall #JoyfulAccessories"
• •Facebook Ad (Targeting gift shoppers): "Looking for a gift that’s as unique and special as they are? 🎁 Surprise them with a piece of wearable art from Rory Gail Handmade! From whimsical clay pins to our bestselling statement earrings, each item is handcrafted with love in St. Louis. Give the gift of handmade joy! Shop now: [link] #HandmadeWithLove #UniqueGifts #RoryGailHandmade #StLouisMaker #SupportSmall"
• •TikTok Video Caption (Packing an order): "Packing up some happy mail! 💌 Seriously can’t thank you enough for all your support – every order makes this small biz owner do a little happy dance! 💃 Who’s ready for some colorful new goodies? #SmallBusinessOwner #PackingOrders #HandmadeCommunity #GratefulHeart #RoryGailHandmade #ClayEarrings"
• •Website "About Us" Snippet: "More than just accessories, Rory Gail Handmade is about sprinkling a little joy and a lot of color into your everyday. It all started with a passion for creating and a desire to share that spark with others. Every piece is a little bit of my heart, handcrafted just for you. Inspired by my daughter, Rory Gail, and in loving memory of my Gran, who always believed. Let's find something that makes you smile! 😊"
• •Email Newsletter Subject Line (Sale Announcement): "✨ SURPRISE! ✨ A Little Treat Just For You (and Your Ears!) from Rory Gail Handmade!" * Email Body Snippet: "Hey Sunshine! Just wanted to pop into your inbox and spread a little handmade happiness. For the next 48 hours, enjoy [discount]% off all our polymer clay earrings! It's the perfect time to treat yourself or someone special to a unique piece from Rory Gail Handmade. Happy shopping! With joy, Moira"