Brand Tone

Authentic, Passionate, Warm, Friendly, Ethical, Conscious, Proudly Scottish, Quality-Driven

Brand Values

• •Sustainability
• •Quality & Craftsmanship
• •Ethical Production & Social Responsibility
• •Transparency
• •Customer Focus
• •Heritage

Best Practices

• •Embrace Your Story: Consistently weave in the narrative of Scottish heritage, the founder's passion, and the journey towards sustainability. Authenticity resonates.
• •Highlight Core Values: Regularly communicate your commitment to quality, ethical production, and sustainability. Use the B Corp certification as a tangible proof point.
• •Use Warm and Inclusive Language: Address your audience in a friendly, approachable manner. Foster a sense of community among knitters and those who appreciate craftsmanship.
• •Showcase, Don't Just Tell: Use high-quality visuals of your products, the Scottish landscape, and perhaps even the making process (where appropriate) to reinforce your brand's aesthetic and values. Let customer testimonials and reviews speak for your quality and service.
• •Be Consistent Across All Channels: Ensure that the tone of voice, messaging, and visual identity are harmonious across your website, social media platforms, email communications, and packaging. This builds a strong, recognizable brand identity.

Social Perception

Highly Regarded for Quality, Trusted & Reliable, Ethically Minded Choice, Authentically Scottish, Aspirational but Approachable

Copy Examples

• •Headline: "Wrap Yourself in Scottish Tradition. Crafted to Last." Body: "Discover the timeless beauty of authentic Fair Isle, knitted in Scotland from the purest local wools. At The Croft House, we believe in slow fashion – creating heirloom pieces you’ll cherish for years to come. #ScottishKnitwear #SustainableStyle #MadeInScotland" Tone: Authentic, Quality-Driven, Proudly Scottish
• •Headline: "More Than Just Wool. It's a Commitment." Body: "As a certified B Corp, every stitch we knit is a promise – to our planet, our community, and to you. Experience the warmth of ethically sourced Shetland wool and join us on our journey to a more sustainable future. #BCorp #EthicalFashion #TheCroftHouseValues" Tone: Ethical & Conscious, Transparent
• •Headline: "From Our Croft to Your Home: The Softest Shetland Yarns." Body: "Dreaming of your next knitting project? Our 100% natural Shetland yarns, inspired by the hues of the Scottish Highlands, are waiting to bring your vision to life. Soft, durable, and a joy to work with. What will you create? #ShetlandWool #KnittingLove #NaturalFibres" Tone: Warm & Friendly, Passionate
• •Headline: "Feel the Difference. Wear the Story." Body: "Each Croft House piece is designed in Aberdeenshire, drawing inspiration from Scotland's rich landscapes and heritage patterns. Made with love, designed to be lived in. Explore our latest collection of jumpers and accessories. #SlowFashion #HeritageKnits #ScottishDesign" Tone: Proudly Scottish, Authentic
• •Headline: "Kind to Your Skin, Kinder to the Earth." Body: "Experience the gentle touch of our natural wool and cashmere, crafted with care in Scotland. We're committed to sustainable practices, from 'zero waste' knitting to eco-friendly packaging, because fashion shouldn't cost the Earth. #SustainableLuxury #EcoChic #TheCroftHouse" Tone: Ethical & Conscious, Quality-Driven