Brand Tone

The brand tone is personal, creative, and heartfelt, characterized by approachable and genuine language that often speaks directly from the founder's perspective, conveying a sense of a passionate artist sharing her craft.

Brand Values

• •Uniqueness and Individuality
• •Love and Passion
• •Creativity as an Outlet
• •Direct Connection

Best Practices

• •Maintain the Founder's Voice: Continue to write copy from Katherine's perspective. Using "I" and "my" in posts and on the website reinforces the personal, small-business feel that is core to the brand.
• •Emphasize the "Why": Always connect the products back to the brand's core values of love, passion, and uniqueness. Remind customers that they aren't just buying an item, but a piece of art made with intention.
• •Share the Process: Continue to show behind-the-scenes content. This transparency builds trust and highlights the skill and dedication that goes into each handmade product, justifying its uniqueness and value.
• •Engage Personally: When responding to comments and messages, maintain the warm, approachable, and heartfelt tone. Address customers by name and respond genuinely to their queries and feedback.
• •Be Consistent Across All Channels: Ensure that the tone used in product descriptions, social media captions, email newsletters, and any other customer-facing communication is uniform. This creates a cohesive and memorable brand experience.

Social Perception

The brand is perceived as a small, authentic artisan business run by a passionate individual, whose personal story resonates with customers. The emphasis on handmade, unique pieces appeals to those seeking personal touches, and direct founder engagement solidifies a genuine, customer-focused image.

Copy Examples

• •More than just an accessory, it's a piece of a story. Our new collection is inspired by the quiet beauty of the Scottish highlands, with each piece handcrafted with passion and purpose. Find the unique design that speaks to you.
• •From my small corner of Scotland to you. Every color mixed, every shape formed, is done with a heart full of love for the craft. Thank you for being a part of this creative journey with me. #HandmadeWithLove #TheDrummondCraftCo #ArtisanJewelry
• •Give a gift that's truly one-of-a-kind. At The Drummond Craft Co, we believe love is the most important ingredient. Our handmade gifts are crafted to be as unique as the person receiving them. Shop our collection of special keepsakes today.
• •The Drummond Craft Co started with a flute, a pandemic, and a need to create. Katherine, our founder, channeled her musical passion into a new art form, creating beautiful, handcrafted items that each carry a note of love and individuality.
• •Let your style sing. These vibrant polymer clay earrings are designed to make a statement. Lightweight, hypoallergenic, and made with meticulous care, they are a perfect expression of creative and joyful individuality. Because you're one of a kind.