Brand Tone

Friendly and Approachable, Enthusiastic and Passionate, Community-Focused, Helpful and Informative, Supportive and Encouraging

Brand Values

• •Creativity and Inspiration
• •Quality
• •Community Building
• •Customer Support and Service
• •Passion for Craft
• •Local Engagement

Best Practices

• •Always Prioritize Friendliness and Enthusiasm: Every piece of copy, from a social media reply to a product description, should radiate warmth and a genuine passion for crafting. Use exclamation points appropriately to convey excitement.
• •Embrace Community Language: Use words like "we," "us," "together," and directly address the audience as "you" or "crafters." Encourage interaction by asking questions and inviting them to share their work.
• •Be Genuinely Helpful and Informative: Provide clear, concise information about products, classes, and services. Anticipate customer questions and answer them proactively in your copy. Avoid overly technical jargon unless clearly explained.
• •Showcase, Don't Just Sell: While the goal is to sell products, focus on the joy, creativity, and community that crafting brings. Highlight the experience and the end result, not just the item itself.
• •Maintain Visual and Verbal Consistency: Ensure the tone of the copy aligns with the visuals used (e.g., bright, inspiring images). Regularly review all communication channels to ensure the voice remains consistent and doesn't stray into being overly formal or, conversely, too unprofessional. Develop a simple style guide for reference if multiple people are creating content.

Social Perception

A Go-To Hub for Crafters, Friendly and Welcoming, Knowledgeable Resource, Community-Oriented, Trustworthy

Copy Examples

• •Facebook Post (New Fabric Arrival): Look what just landed at Craft2U! 😍 These stunning new fabrics are bursting with color and inspiration, perfect for your next quilting masterpiece or cozy knit project. Come feel the quality in-store or snag yours online (we ship Australia-wide!). What will you create? #Craft2UNarooma #NewFabrics #QuiltingJoy #Knitspiration #ShopLocalNarooma
• •Instagram Caption (Class Announcement): Ready to learn a new skill or dive deeper into your favorite craft? ✨ Our [Class Name] is just around the corner! Join our friendly group, share some laughs, and create something beautiful. Spaces are limited, so tap the link in our bio to book your spot! Let's get crafty together! #Craft2UClasses #NaroomaCrafts #LearnToQuilt #KnitAndNatter #CraftCommunity
• •Website Banner (Promoting Brother Machines): Unlock Your Sewing Potential! 🧵 Discover the precision and reliability of Brother sewing machines at Craft2U. From beginner-friendly models to advanced quilting powerhouses, we'll help you find your perfect match. Plus, expert advice and local service right here in Narooma! Visit us or explore online.
• •Email Newsletter Snippet (Highlighting a Customer Project): We're always so inspired by what YOU create! 🥰 Check out this incredible [Project Type, e.g., quilt] made by the talented [Customer Name/Tag if applicable] using [Fabric/Yarn] from our shop. Isn't it amazing? Share your Craft2U makes with us using #Craft2UCreations for a chance to be featured!
• •Promotional Ad (General): Your creative journey starts at Craft2U! 💖 From vibrant fabrics and cozy yarns to essential notions and Brother machines, we're Narooma's heart of craft. Pop in for a chat, join a class, or shop online 24/7. Let's make something wonderful! #CraftSuppliesAustralia #PatchworkPerfection #KnittingLove #CrochetLife #SupportSmallBusiness