Brand Tone

Knowledgeable & Expert, Helpful & Supportive, Approachable & Down-to-Earth, Passionate & Enthusiastic, Trustworthy & Transparent

Brand Values

• •Innovation & Problem-Solving: Developing unique tools that address specific woodworker needs (e.g., Little Ripper, Flatmaster).
• •Quality Craftsmanship: Emphasis on durable, well-made tools, with many products manufactured in-house in Canada.
• •Customer-Centricity: Valuing customer input, providing strong educational support, and fostering a community.
• •Family & Community: Proudly a family-owned and operated business, with a friendly, community-oriented approach.
• •Education & Empowerment: Equipping woodworkers with knowledge and tools to improve their craft.
• •Made in Canada/North America: Highlighting Canadian manufacturing for their own products.

Best Practices

• •Embody Ethan's Voice (Figuratively): Write as if you're a knowledgeable, approachable expert (like Ethan in the videos) who is eager to help and share insights. Keep the language clear, direct, and practical.
• •Focus on Solutions and Education: Frame product descriptions and content around how they help the woodworker solve a problem, learn a new skill, or achieve a better result. Highlight the "why" behind a tool's features.
• •Foster Community & Interaction: Encourage user-generated content, ask questions to invite engagement, and feature customer projects. Use "we" to reinforce the family/team aspect.
• •Highlight Innovation and Quality: Clearly communicate the unique benefits of their manufactured products and the quality craftsmanship, including their Canadian-made aspect where applicable.
• •Maintain Authenticity: Avoid overly corporate jargon or hype. The current perception is built on genuine passion and expertise; the copy should reflect that honesty and down-to-earth approach.

Social Perception

Positive: Customers generally praise the quality and ingenuity of Stockroom Supply's products, especially the Flatmaster and Little Ripper. Helpful Resource: The "EthAnswers" YouTube channel is highly regarded as a source of valuable information and product support. Ethan Moore is perceived as knowledgeable and helpful. Good Customer Engagement: The company appears responsive and values interaction with its customer base, encouraging sharing and feedback. Innovative Tool Maker: Recognized for creating unique tools that fill niches in the woodworking market. Trusted Supplier: Seen as a reliable source for their own manufactured goods and other distributed brands. Some older forum posts discuss price points, but this is often weighed against the perceived quality and uniqueness of the tools.

Copy Examples

• •Facebook Post (promoting a new Flatmaster feature): Stop fighting tear-out on tricky grain! Our newly upgraded Flatmaster now features [New Feature Description], designed with your feedback to give you that flawless finish every time. Ethan walks you through it in our latest EthAnswers video – link in bio! What project would this save for you? #Flatmaster #WoodworkingTools #StockroomSupply #FineWoodworking #MadeInCanada
• •Instagram Caption (showing a customer project made with their tools): WOW! 🤩 Check out this incredible [Project Type] built by @[CustomerHandle] using our Little Ripper! We're blown away by the creativity and skill in our community. Got a project you’re proud of using Stockroom Supply tools? Tag us! We love to see (and share) your amazing work! #StockroomSupply #CustomerSpotlight #LittleRipper #WoodworkingProjects #WoodworkingCommunity
• •YouTube Video Title & Description Snippet (for a troubleshooting guide): Title: Bandsaw Blade Drifting? Ethan's Top 5 Fixes! | EthAnswers by Stockroom Supply. Description: ...Tired of frustrating bandsaw drift ruining your cuts? In this video, Ethan from Stockroom Supply breaks down the common causes and shares his proven techniques to get your bandsaw cutting straight and true. We're passionate about helping you get the best from your tools! Let us know in the comments if these tips help, or if you have other questions! Learn more about our innovative bandsaw accessories like the BladeLock: [Link]
• •Product Page Copy Snippet (for the V-Drum Sander): Achieve perfectly smooth curves and profiles effortlessly with the Stockroom Supply V-Drum Sander. Born from our workshop to yours, this innovative sander is designed for woodworkers who demand precision and a superior finish. Easy to set up and even easier to use, it’s the quiet workhorse your shop has been missing. Handcrafted in Canada for lasting quality. Have questions? Ethan explains its best uses here: [Link to Video]
• •Email Newsletter Subject Line & Intro: Subject: Unlock New Woodworking Possibilities with Stockroom Supply! Intro: Hey [Customer Name], At Stockroom Supply, we're more than just a tool shop – we're fellow woodworkers dedicated to helping you bring your visions to life. This month, we're excited to share [New Product/Technique/Customer Story] and, as always, Ethan has some fresh insights on EthAnswers to help you master your craft...