Brand Tone

Passionate & Purpose-Driven, Authentic & Transparent, Craftsman-like & Quality-Focused, Community-Oriented & Local, Educational & Informative, Eco-Conscious & Responsible

Brand Values

• •Sustainability
• •Quality Craftsmanship
• •Local Heritage & Community
• •Innovation
• •Integrity & Transparency

Best Practices

• •Always Circle Back to "Why": Every piece of copy should, directly or subtly, connect back to the core mission of sustainability, local salvage, and craftsmanship. Remind the audience of the positive impact and unique origin of the products.
• •Use Storytelling: Share the journey of the wood – where it came from (if known, e.g., "a century-old Elm from Wolseley"), the process of salvaging, and the transformation. This adds emotional value and reinforces authenticity.
• •Emphasize Local Connection: Regularly use terms like "Winnipeg," "Manitoba," "local," and highlight the community aspect. This resonates with local pride and the desire to support local businesses.
• •Highlight Uniqueness & Craftsmanship: Use descriptive language that conveys the beauty of the wood grain, the live edge, and the handcrafted nature of each piece. Words like "one-of-a-kind," "heirloom," "artisan," and "custom-designed" are effective.
• •Educate and Inform: Briefly explain the benefits of urban wood, the importance of salvaging, or details about specific wood types (like elm). This positions the brand as knowledgeable and transparent, reinforcing their passionate and purpose-driven tone.

Social Perception

Urban Lumber is perceived very positively as an environmentally responsible and innovative local business. Customers and the community appreciate their mission of salvaging urban trees, especially those affected by Dutch Elm Disease, and transforming them into beautiful, high-quality wood products. They are seen as providing unique items with a story, connecting people to their local environment and heritage. The terms "eco-friendly," "quality craftsmanship," and "great customer service" frequently appear in testimonials and reviews. There's a general admiration for their dedication to sustainability and their proactive approach to a local environmental issue.

Copy Examples

• •From Winnipeg's boulevards to your dining room. This rescued elm, once destined for the landfill, now tells a story of resilience and local heritage. Crafted with passion, built to last. #UrbanLumberMB #SalvagedStory #WinnipegMade #SustainableFurniture #LiveEdgeLove
• •Giving Winnipeg's trees a second chapter. We transform fallen city timber into beautiful, custom wood pieces for your home or business. See the journey from urban salvage to stunning heirloom. Visit Urban Lumber and own a piece of local history. #EcoFriendlyWood #CustomFurnitureWpg #SupportLocalMB #TreeToTable #UrbanWoodRevolution
• •Urban Lumber: Salvaging Winnipeg's Trees, Crafting Your Legacy. Discover sustainable, locally sourced wood products with a unique story.
• •Handcrafted from a salvaged Winnipeg Elm, this live edge charcuterie board isn't just for serving; it's a conversation starter. Each ring tells the tale of a local giant, now preserved for your home. Beautiful, sustainable, and uniquely Manitoban. #ReclaimedWood #ShopLocalWinnipeg #EcoChic
• •New Arrivals: Rescued Beauty from Winnipeg's Urban Forest!