Brand Tone

Approachable, Passionate, and Community-Centric

Brand Values

• •Craftsmanship & Quality
• •Creativity & Uniqueness
• •Customer Delight
• •Community Engagement

Best Practices

• •Embrace the "Maker" Language: Always use words like "handmade," "crafted," "artisan," "workshop," and "studio." This reinforces the core value of craftsmanship and distinguishes the brand from mass-produced alternatives.
• •Show, Don't Just Tell, the Passion: Create content that reveals the process. Share stories behind a design, talk about the challenges of a specific pour, and celebrate the successful creation of a difficult piece. This builds an authentic connection.
• •Use Community-Insider Language: Naturally incorporate terms understood by the mechanical keyboard community (e.g., MX stem, PBT, THOCK, group buy, ISO/ANSI). This signals authenticity and shows you are a part of their world, not just selling to it.
• •Foster a Two-Way Conversation: End social media posts with open-ended questions to encourage comments. Run polls asking for the next design theme. Actively reply to comments and DMs to make followers feel seen and heard.
• •Maintain a Consistent Visual and Textual Aesthetic: The clean, high-quality photography on Instagram should be matched by clean, friendly, and enthusiastic copy. The tone should be consistent across all platforms, from the website to TikTok captions, ensuring the brand feels cohesive and professional.

Social Perception

TOTO CAPS is perceived as artists/crafters, a quality provider, and trustworthy within its target niche.

Copy Examples

• •✨ Fresh from the workshop! ✨ Meet our new 'Forest Spirit' keycap, inspired by quiet woods and ancient tales. We poured so much love into getting those tiny details just right. Available now for a limited run. Which keyboard setup would you put this on? Let us know below! 👇 #ToroCaps #ArtisanKeycaps #MechanicalKeyboard #Handmade
• •The best part of the day ✨ -> That flawless demold! -> Wait for the final result... 🤩 That satisfying pop! You guys have been asking for a space-themed cap, and we're so excited to show you what we've been working on. 🪐 #keycaps #asmr #handmade #smallbusiness #mechkeys #crafty
• •Bring tranquility to your desk with the Koi Pond keycap. Each cap is hand-poured with crystal-clear resin and features a delicate, hand-painted koi fish suspended in time. A miniature work of art, this keycap is a daily reminder to find your moment of zen. Compatible with all Cherry MX switches.
• •Subject: Psst... A Secret Restock is Coming. Snippet: You asked, we listened! Thanks to your DMs and comments, we're bringing back three of our most-loved designs for a special, limited restock this Friday. Get ready—they won't last long!
• •Headline: Your Keyboard is Missing This. Primary Text: Stop scrolling, start customizing. At TOTO CAPS, we create handmade artisan keycaps that turn your mechanical keyboard into a masterpiece. Made with passion, just for you. Tap "Shop Now" to find your perfect cap.