Brand Tone

Personal, heartfelt, authentic, friendly, approachable, passionate, simple, direct, emotional, upbeat, and trendy.

Brand Values

• •Family and Love
• •Handmade Craftsmanship & Quality
• •Individuality and Self-Expression
• •Personal Connection and Customer Service
• •Supporting Small Business

Best Practices

• •Always Lead with the "Why": Start with the personal story. Remind the audience that the brand is run by a real person, a mom, and that it was born from a place of love and family. This reinforces the authentic, heartfelt tone.
• •Use "I" and "You": Write copy from Carrie's perspective. Using first-person pronouns ("I believe," "I create") and addressing the customer directly ("for you," "your style") maintains a personal, one-on-one conversational feel.
• •Highlight the "Handmade" Aspect: Consistently use words like "handcrafted," "custom-stitched," "unique," and "one-of-a-kind" to emphasize the value of the products and differentiate them from mass-market alternatives.
• •Incorporate User-Generated Content: Share customer photos and reviews. This not only provides social proof but also reinforces the community and personal connection values of the brand, letting happy customers speak for you.
• •Maintain a Consistent Visual and Verbal Style: Across all platforms, from the website's "About Us" page to short TikTok clips, the core message of family, passion, and handmade quality should be evident. Use a warm, inviting visual aesthetic that complements the heartfelt narrative.

Social Perception

Shophartleyco is perceived as a genuine, trustworthy small business, highly regarded for its high-quality, unique products and outstanding customer service. Its personal story resonates deeply, fostering a loyal following that views the brand as a creative endeavor with heart, further enhanced by its fundraising initiatives that demonstrate community giving.

Copy Examples

• •They grow up so fast. Turn their outgrown baby clothes into a timeless treasure you can hold onto forever. Each stitch is a memory, handcrafted with love by a mama who gets it. #HandmadeKeepsake #MemoryBear #Shophartleyco
• •Your everyday tee just got a personality upgrade. Bold, fun, and designed to let the real you shine through. Because being you is always in style. #GraphicTee #SelfExpression #OOTD
• •From my hands to your home. ✨ Watch the magic happen! Every piece is designed, stitched, and packed by me (Carrie!), with a whole lot of love and a little bit of caffeine. Thanks for supporting my dream! #SmallBusinessOwner #HandmadeWithLove #BehindTheScenes
• •Looking for a gift that’s as unique as they are? From custom 'Mama' sweatshirts to personalized tumblers, give a gift that’s made with heart. Shop our collection of handmade treasures. #CustomGifts #ShopSmall #GiftIdeas
• •This is why I do what I do! ❤️ Seeing you love your Hartley Co. pieces is the best feeling. Thank you for trusting me with your special orders! #CustomerLove #SmallBiz #HappyCustomers