Brand Tone

Passionate & Enthusiastic, Friendly & Approachable, Helpful & Customer-centric, Authentic & Down-to-earth, Appreciative

Brand Values

• •Quality
• •Affordability/Fair Pricing
• •Customer Satisfaction & Relationships
• •Passion for Linen
• •Accessibility
• •Environmental Consciousness
• •Transparency

Best Practices

• •Embrace “Kate’s Voice”: Continue to use a personal, friendly, and slightly informal tone, as if Kate herself is speaking directly to the customer. This builds connection and trust.
• •Highlight Passion & Knowledge: Let the genuine love for linen shine through. Share tips, facts about linen, and project ideas to showcase expertise and enthusiasm.
• •Prioritize Helpfulness & Customer Focus: Frame copy around how The Linen Shack helps customers achieve their creative goals and solves their problem of finding quality, affordable linen. Encourage interaction and feedback.
• •Be Authentic and Transparent: Continue the honest approach about the business (e.g., passion project, fair pricing). This resonates with customers who value authenticity.
• •Keep it Positive and Appreciative: Regularly express gratitude to customers for their support and creations. Maintain an encouraging and inspiring atmosphere in all communications.

Social Perception

Trusted Supplier, Excellent Customer Service, Good Value for Money, Community-Oriented, Supportive of Local/Small Business

Copy Examples

• •Instagram Post (showing a new fabric): Hello fellow linen lovers! 👋 Feast your eyes on our latest arrival – this dreamy [Colour] pure linen is just waiting to be transformed into your next beautiful creation. Soft, sustainable, and oh-so-gorgeous. What will you make? Share your ideas below! #TheLinenShack #LinenLove #SewingAustralia #FabricAddict #SustainableSewing
• •Facebook Ad (targeting sewing enthusiasts): Tired of searching for high-quality linen at a fair price in Australia? Your search ends here! At The Linen Shack, we're passionate about bringing you beautiful, durable linen fabrics without the fuss. Run by a fellow linen enthusiast (that's me, Kate!), we focus on what truly matters: quality materials and happy customers. Explore our range and let's get creative! [Link to website] #LinenFabric #AustralianSewists #SupportSmallAus #QualityLinen #TheLinenShack
• •Website "About Us" Snippet: Welcome to The Linen Shack, my little corner of the internet dedicated to the timeless beauty of linen! As a lifelong linen aficionado, I started this shop to share my passion and provide fellow Aussie makers with access to beautiful, high-quality linen at prices that won't break the bank. It's a side hustle born from love, and I'm thrilled to help you find the perfect fabric for your projects. Thanks for stopping by! - Kate x [Inspired by 4, 6]
• •Email Newsletter Subject Line: Just In! Stunning New Linens + A Little Note from Kate 🌿 (Email Body Snippet): Hi [Customer Name], Hope you're having a wonderful week! I'm so excited to share some gorgeous new additions to our linen family – I think you'll love them! As always, I'm here to help if you have any questions about your next project. Happy sewing!
• •Product Description Snippet (for a specific fabric): Indulge in the natural elegance of our [Fabric Name] linen. This 100% pure linen is incredibly soft to the touch and drapes beautifully, making it perfect for [example uses like dresses, shirts, homewares]. We've sourced this with care, ensuring it meets our standards for quality and eco-friendliness. We can't wait to see what you create with it! Got questions? Just ask Kate!