Brand Tone

Inspirational and Enabling, Friendly and Accessible, Value-Driven

Brand Values

• •Creativity and Inspiration
• •Family and Community
• •Excellence and Expertise
• •Value for Money

Best Practices

• •Lead with "Enablement" language: Frame all copy around empowering the customer. Use active, encouraging verbs like "Create," "Make," "Transform," "Design," and "Celebrate." The focus should be on what the customer can do with the products.
• •Balance Inspiration with Value: Always connect aspirational ideas with affordability. For example, instead of just saying "Get this luxury look," say "Get a luxury look for less." This reinforces the core value of providing "bargains galore."
• •Use the Hashtag #ItsWhatYouMakeIt: Consistently use this hashtag across all social platforms. It encapsulates the brand's core message of creativity and user-generated outcomes, building a stronger community feel.
• •Adopt a "Friendly Expert" Tone: Write copy that is warm and accessible, not corporate or overly technical. Like a helpful friend who also happens to know a lot about sewing or decorating, the tone should be knowledgeable yet approachable.
• •Segment and Personalize Communication: Use data from the VIP club to tailor messages. Send crafting ideas to customers who buy yarn and decorating tips to those who buy homewares. This shows the brand understands their specific creative pursuits and reinforces the "personal touch" value.

Social Perception

The Go-To Superstore for crafts, party supplies, and home goods. Perceived as helpful for creatives, but often flawed in customer service and online consistency. For many, it's a "necessary evil" due to its vast product range and lack of local competitors. On social media, it presents as fun and modern.

Copy Examples

• •Your bedroom is a sanctuary. Time to make it feel like one. From serene pastels to bold, earthy tones, our new bedding collections are here to transform your space. Don't just go to sleep, go to your own personal retreat. Tap to explore the new arrivals. #ItsWhatYouMakeIt #HomeDecor #BedroomGlowUp
• •Weekend project? We got you. That feeling when you find your next creative spark in our craft aisle. ✨ Grab some yarn, grab some beads, and make some magic this weekend. Show us what you're making! #SpotlightStores #DIYCrafts #CrafterLife
• •Celebrate More, Spend Less. Planning a party? Redecorating for the season? Whatever you're celebrating, do it for less. Our seasonal sale is on now with huge bargains on party supplies, decor, and fabrics. Shop online or find a store near you! #SpotlightStores #Sale #Celebrate
• •Stuck for inspiration? We can help with that. From free project guides to event styling tips, our Ideas Blog is your go-to source for creativity. Discover your next project today. #CreateIt #DecorateIt #Inspiration
• •A VIP treat, just for you! As part of the Spotlight family, we want to thank you for being a VIP. This week, enjoy an exclusive 20% off all kitchen and dining! It’s our way of helping you create and celebrate in the heart of your home. #VIPClub #BargainsGalore