Brand Tone

Warm & Inviting, Aspirational yet Accessible, Story-Driven & Appreciative, Calm & Mindful, Authentic & Passionate

Brand Values

• •Quality Craftsmanship
• •Support for Artisans & Small Businesses
• •Conscious Consumerism & Sustainability
• •Beauty in Simplicity & Everyday Essentials
• •Curated Selection & Thoughtfulness
• •Community Focus

Best Practices

• •Develop a Brand Voice Guide: Document the key elements of your tone (e.g., warm, appreciative, story-driven) with examples of "do's and don'ts." Share this with anyone creating content.
• •Focus on Storytelling: Instead of just listing product features, tell the story behind the item – who made it, what inspired it, or how it can enhance the customer's life. This aligns with their "appreciative" and "story-driven" tone.
• •Use Warm and Evocative Language: Choose words that create a feeling of comfort, beauty, and mindfulness (e.g., "cherish," "sanctuary," "ritual," "handcrafted," "heartfelt"). Avoid overly technical or cold language.
• •Highlight the "Why": Connect products back to the brand's core values. Explain *why* an item was chosen for the collection – perhaps it’s the craftsmanship, the sustainable aspect, or its ability to bring joy to everyday moments.
• •Maintain Visual and Textual Harmony: Ensure the tone of the copy matches the aesthetic of the visuals. For Walmsley & Cole, this means pairing clean, warm imagery with equally considered and gentle text. Consistency across all platforms (website, social media, emails) is key.

Social Perception

Positive & Trusted, Aesthetically Pleasing, Source of Discovery, Associated with "Treat" Purchases or Thoughtful Gifting, Supportive of Local & Small Scale

Copy Examples

• •Instagram Post (showcasing a ceramic mug): "Morning moments, made a little more beautiful. ✨ Wrap your hands around the comforting warmth of this handcrafted mug by [Artisan Name]. Each piece tells a story of skill and passion, perfect for your daily ritual. #WalmsleyAndCole #SlowLiving #HandcraftedHome #MorningRitual #SupportArtisans"
• •Email Newsletter Subject Line: "Discover a Touch of Calm for Your Home 🌿" Email Snippet: "At Walmsley & Cole, we believe your home should be a sanctuary. This week, we’re highlighting new arrivals that bring warmth, texture, and a sense of peace to your everyday spaces. From hand-poured candles to a Citta linen refresh, find something special to cherish."
• •Product Description (for a linen tea towel): "Elevate the everyday with our beautifully soft and absorbent linen tea towels. Woven from [material, e.g., pure European flax], they bring a touch of understated elegance to your kitchen. Durable, practical, and designed to soften with every wash – a small luxury for a mindful home."
• •Facebook Ad (targeting gift shoppers): "Searching for a gift that speaks from the heart? Explore Walmsley & Cole’s curated collection of unique homewares, artisan goods, and thoughtful essentials. Give something truly special. Shop online or visit us in Te Awamutu. #ThoughtfulGifting #NZMade #ShopLocalNZ #UniqueGifts"
• •Website Banner Text: "Walmsley & Cole: Thoughtfully Curated Goods for a Life Well Lived. Discover pieces that inspire."