Brand Tone

Aspirational & Appreciative, Curated & Discerning, Warm & Engaging, Informative & Helpful, Slightly Playful (on TikTok), Community-Oriented (especially on Facebook)

Brand Values

• •Quality & Craftsmanship
• •Aesthetic & Design
• •Uniqueness & Individuality
• •Supporting Artisans & Designers
• •Creating a Beautiful & Inspiring Environment
• •Customer Satisfaction

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of your tone (e.g., "aspirational yet warm," "informative but not dry"), along with dos and don'ts and examples. Share this with anyone creating content.
• •Focus on "Why" as Much as "What": Don't just describe the product; explain its value, the story behind it, the feeling it evokes, or the problem it solves in a way that aligns with your brand's values (e.g., highlighting craftsmanship, unique design).
• •Use Consistent Language and Terminology: If you refer to your items as "curated pieces" or "artisan goods," use this terminology consistently across all platforms rather than switching to more generic terms.
• •Embody Your Values in Every Interaction: Whether it's a product description, a social media reply, or an email, ensure the language reflects your core values like quality, uniqueness, and appreciation for design. For Uncommon Shop, this means always leaning towards language that appreciates beauty and craftsmanship.
• •Read Aloud and Review: Before publishing, read your copy aloud. Does it sound like your brand? Is it engaging and authentic to the voice you've established? Get a second opinion if possible, especially in the early stages of defining your tone.

Social Perception

Seen as a Source for Unique, High-Quality Gifts & Homewares, Trusted for Good Taste, Associated with Style & Sophistication, Friendly & Approachable, A Respected Local Business (Christchurch)

Copy Examples

• •Instagram Post (New Ceramic Mugs): Morning light just hits differently with a piece of art in your hands. ✨ Introducing our new collection of handcrafted ceramic mugs by [Artisan Name] – each one a unique invitation to slow down and savour the moment. Discover the story behind the glaze. Link in bio. #UncommonShop #HandcraftedHome #ArtisanMade #MorningRitual #SupportLocalNZ
• •Facebook Ad (Gift Focus): Searching for a gift that speaks volumes? At Uncommon Shop, we curate pieces that tell a story – of craftsmanship, design, and enduring beauty. From intricate jewellery to statement homewares, find something truly special for someone you cherish. Visit us at The Tannery or explore online! #UncommonGifts #ThoughtfulGiving #ShopChristchurch #DesignerFinds #TheTannery
• •Website Product Description (for a unique vase): More than just a vessel, the 'Aura' Vase is a sculptural statement. Designed by [Designer Name] and meticulously crafted from [Material], its organic lines and subtle texture play with light, transforming any space it inhab popolazione. Perfect for showcasing your favourite blooms or standing alone as a testament to minimalist elegance. Dimensions: H: Xcm, W: Ycm.
• •TikTok Video Caption (Showcasing a quirky planter): Plant parents, meet your new obsession! 🪴 This little guy isn't just cute, he's a whole mood. Who needs boring pots anyway? 😉 #UncommonShop #PlantLife #QuirkyHome #HomeDecorNZ #TikTokFinds #UniquePlanters
• •Email Newsletter Snippet (Highlighting a design trend): This season, we're embracing [Design Trend, e.g., 'Warm Minimalism']. Think clean lines, natural textures, and pieces that evoke a sense of calm and understated luxury. Discover our curated edit of items that perfectly capture this enduring aesthetic and bring a touch of serene style to your home. [Link to Collection]