Brand Tone

Authentic & Storytelling, Empowering & Hopeful, Respectful & Appreciative, Elegant & Classy, Accessible & Passionate

Brand Values

• •Cultural Preservation
• •Artisan Empowerment (especially Women)
• •Handmade & Craftsmanship
• •Authenticity & Indigenous Identity
• •Sustainability & Eco-consciousness
• •Community & Bridging Gaps
• •Quality

Best Practices

• •Develop a Brand Voice Chart: Clearly define the brand's personality traits (e.g., passionate, respectful, authentic), corresponding tone characteristics (e.g., storytelling, appreciative, informative), and provide 'do's and don'ts' for specific words or phrases.
• •Prioritize Storytelling: Always look for the human element and cultural narrative behind each product or initiative. Share stories of artisans, the meaning behind motifs, or the traditional techniques used. This reinforces authenticity and connection.
• •Emphasize 'Handmade' and 'Artisan': Consistently use language that highlights the skill, dedication, and human touch involved in creating the products. This differentiates the brand from mass-produced items and reinforces its value.
• •Be Culturally Sensitive and Accurate: Ensure all cultural references, descriptions of traditions, and use of tribal names are accurate, respectful, and approved by relevant community members or cultural experts if possible. This builds trust and honors the heritage.
• •Maintain Consistency Across All Platforms: Whether it's a tweet, an Instagram caption, a product description, or a blog post, the core tone and values should shine through. Regular internal reviews and training can help ensure all team members are aligned with the brand voice.

Social Perception

Positive & Admirable, Culturally Significant, High-Quality & Unique Products, Empowering & Impactful, Innovative, Trustworthy

Copy Examples

• •Instagram Post (Image: Artisan smiling while weaving): 'Meet Sarah. Her hands don't just weave threads; they weave stories of heritage, strength, and a vibrant future for her community. Every Runway Nagaland piece carries a part of her spirit. Wear it with pride. #RunwayNagaland #ArtisanEmpowerment #NagaHeritage #HandmadeWithLove #WomenWhoWeave'
• •Facebook Ad (Image: Collection of colorful jewelry): 'More than just jewelry, it's a legacy. Discover Runway Nagaland's authentic, handcrafted Naga treasures, each piece echoing ancient traditions and empowering the artisan women who create them. Shop now and own a piece of Nagaland's soul. [Link to website] #SupportArtisans #CulturalJewelry #MadeInNagaland'
• •Website Banner Headline: 'Runway Nagaland: Weaving Tradition into Timeless Treasures. Empowering Artisans, Preserving Culture.'
• •Product Description Snippet (for a tribal necklace): 'This striking necklace, handcrafted by our skilled artisans in Nagaland, features [specific beads/materials] traditionally significant to the [specific tribe, if applicable] tribe. Each bead is a testament to age-old techniques, carrying stories passed down through generations. By choosing this piece, you not only adorn yourself with unique beauty but also support the hands that keep our culture alive.'
• •Email Subject Line: 'Carry a Story: New Handcrafted Arrivals from Nagaland ✨'