Brand Tone

welcoming, passionate, and purpose-driven

Brand Values

• •Passion for Craft
• •Philanthropy and Community
• •Curated Quality
• •Personal Connection
• •Empowerment and Self-Expression

Best Practices

• •Lead with Passion: Always circle back to the love of hats that started the company. Use enthusiastic and heartfelt language when describing products and the brand's journey.
• •Highlight the "Why": Consistently mention the charitable aspect of the business. This reinforces the "hobby for a cause" identity and builds an emotional connection with customers.
• •Maintain a Personal Voice: Write as if Laurie and Stephanie are speaking directly to the customer. Use "we" and "our" to foster a sense of a small, personal business. Share personal anecdotes or style tips where appropriate.
• •Emphasize Quality and Curation: When discussing products from other designers, frame it as a careful selection of brands that meet your high standards. This positions Swanstetler as a trusted expert.
• •Empower the Customer: Use uplifting and encouraging language that inspires confidence. Position hats as a tool for self-expression and individuality, not just a fashion accessory.

Social Perception

Perceived as a niche, boutique-style business with a personal touch. The charitable giving fosters a positive and trustworthy image. Viewed as purveyors of unique and handcrafted goods, appealing to a clientele that values quality and individuality.

Copy Examples

• •Find Your Signature Style. A hat isn't just an accessory; it's a statement. From our handcrafted Swanstetler Originals to curated designs from the world's best hat makers, discover the piece that speaks to you. Wear it with confidence.
• •More Than a Hat. It's a Helping Hand. With every hat you purchase, you're not just elevating your style—you're supporting our community. A portion of every sale is proudly donated to the Texas Autism Academy. Look good, do good.
• •The Perfect Finishing Touch. Whether it's a sun-drenched afternoon or a crisp evening out, the right hat completes the picture. Explore our collection of handcrafted and designer hats to find your perfect match.
• •A Passion We Wear Proudly. For us, hats are more than a business; they're a lifelong love affair. That's why we pour our hearts into creating and curating a collection that we're proud to share with you. From our hands to your head.
• •Curated for the Discerning Hat Lover. We've traveled the world of headwear to bring you the best. Featuring designs from Gigi Pip, Wyeth, and our very own Swanstetler Originals, our collection is a tribute to timeless style and exceptional quality.