Brand Tone

inspirational, educational, and approachable. It masterfully blends expertise with encouragement. The voice is calm, confident, and patient, positioning itself as a trusted guide rather than an unapproachable expert. It speaks to hobbyists and aspiring builders with respect, making quality craftsmanship feel accessible to everyone.

Brand Values

• •Empowerment
• •Craftsmanship & Quality Design
• •Accessibility
• •Community
• •Passion

Best Practices

• •Lead with Empowerment: Always frame the message around what the customer can achieve. Use phrases like "You can build," "Your next project," and "Build it yourself."
• •Focus on the Feeling, Not Just the Furniture: Highlight the pride, satisfaction, and accomplishment of building something by hand, not just the functional aspects of the finished piece.
• •Use Clear, Simple, and Encouraging Language: Avoid overly technical jargon. The tone should be like a helpful friend who is also an expert, guiding the user through the process.
• •Incorporate Social Proof: Regularly feature customer-built projects in marketing materials (with permission). This is the most powerful way to show that the plans work and that success is achievable.
• •Maintain Visual and Tonal Consistency: Every post, video, and description should reflect the clean, inspiring, and high-quality aesthetic of the brand. The calm, educational, and approachable voice should be consistent across all platforms.

Social Perception

The Turned Leg is perceived by its customers and the wider woodworking community as a reliable and high-quality source for DIY furniture plans. The brand is trusted for its detailed, easy-to-follow instructions and stylish designs. The founder, Adam, is seen as a credible and helpful figure in the DIY space. The positive perception is reinforced by the brand's active and encouraging engagement with its community online.

Copy Examples

• •Your next weekend project is here. ✨ Introducing the new Chamberlain Console Table. We designed this piece with clean lines and classic joinery to be a timeless addition to your home. Our step-by-step plans break down every cut and assembly, making it the perfect build for a determined beginner. Ready to make something you'll be proud of for years to come? Tap the link in our bio for the plans. #TheTurnedLeg #WoodworkingPlans #DIYFurniture #BuildItYourself #WoodworkingCommunity
• •A new project is waiting. Get 20% off all plans this weekend.
• •At The Turned Leg, we believe that the satisfaction of building something beautiful with your own hands should be accessible to everyone. That's why Adam designs thoughtful, easy-to-follow woodworking plans for furniture you'll love. We handle the design, so you can focus on the joy of the build.
• •In this video, I'll walk you through building our popular Farmhouse End Table from start to finish. I'll show you that you don't need a pro workshop to get pro results—just a few common tools and a bit of patience. Grab the detailed plans here [Link], and let's build it together!
• •Still thinking about that coffee table? You can build it. Our customers consistently tell us how clear and easy our plans are to follow. See what they've built and get the confidence to start your own project today. Your satisfaction is our guarantee. Shop all plans now.