Brand Tone

Authentic & Heritage-Focused, Empowering & Community-Centric, Passionate & Dedicated, Respectful & Appreciative, Innovative & Forward-Thinking, Educational & Story-Driven

Brand Values

• •Heritage Preservation
• •Women Empowerment
• •Community Building & Support
• •Authenticity & Quality Craftsmanship
• •Sustainability & Ethical Practices
• •Innovation & Relevance

Best Practices

• •Develop a Brand Voice Guide: Clearly define the brand's personality, tone (e.g., respectful, passionate, authentic), and language style. Include do's and don'ts for communication.
• •Storytelling is Key: Consistently share the stories of the artisans, the history of the crafts, and the impact of the social enterprise. This reinforces values like heritage and empowerment.
• •Use Authentic Imagery and Language: Ensure visuals and text accurately reflect the craftsmanship, the cultural context, and the people behind the products. Avoid overly commercial or generic language.
• •Educate and Inform: Use copywriting to educate the audience about the unique qualities of Sarawakian crafts, the traditional techniques, and the importance of preservation.
• •Maintain Consistency Across All Channels: Ensure the brand voice is uniform across the website, social media posts, email marketing, product descriptions, and any public relations. Regular internal reviews can help maintain this consistency.

Social Perception

Tanoti Crafts is generally perceived as a reputable and impactful social enterprise that plays a crucial role in preserving Malaysian cultural heritage, particularly Sarawakian weaving traditions. They are seen as champions of women empowerment and rural community development, providing vital economic opportunities. The quality and beauty of their handcrafted products are recognized, often associated with luxury and cultural significance. There's an appreciation for their efforts to innovate and bring traditional crafts to contemporary audiences and international markets. The co-founder, Jacqueline Fong, is often highlighted as a passionate advocate and a driving force behind the enterprise's success. The brand is associated with authenticity, tradition, and a deep connection to the cultural identity of Sarawak. Their community initiatives, like PPE production during the pandemic, showcase a commitment beyond commerce, fostering goodwill.

Copy Examples

• •Headline: Wear a Story. Embrace Tradition. Empower Artisans. Body: Each Tanoti Craft is more than an exquisite piece; it's a chapter of Sarawak's living heritage, handwoven by empowered women. Discover the soul of Songket.
• •Headline: The Thread That Binds Generations. Body: At Tanoti, we don't just weave fabric; we weave futures. Support the ancient art of Sarawakian Songket and the skilled hands that keep it alive.
• •Headline: Beyond Craft. Beyond Beauty. A Legacy in Your Hands. Body: Own a piece of authentic Sarawak. Our handcrafted textiles carry the spirit of our ancestors and the resilience of our community. Every purchase makes a difference.
• •Headline: Tanoti Crafts: Weaving Empowerment, Stitch by Stitch. Body: From remote villages to global runways, our artisans pour their hearts and heritage into every creation. Join us in celebrating and sustaining their invaluable skills.
• •Headline: Discover the Art of Songket. Define Your Heritage Style. Body: Tanoti brings you the timeless elegance of Sarawak's handwoven Songket, crafted with passion and preserving a precious legacy. Explore our collection and find your unique connection to tradition.