Brand Tone

Passionate & Proud, Educational & Informative, Inclusive & Welcoming, Purpose-Driven & Activist

Brand Values

• •Authenticity
• •Community
• •Education
• •Respect
• •Allyship

Best Practices

• •Lead with Purpose: Always connect the product back to the brand's core mission. Whether writing a product description or a social media post, the "why" (cultural pride, education, community support) should be present.
• •Use "We" and "Our": Write from a collective, community-focused perspective. This reinforces that the brand is a representation of a people and a culture, not just a single-person enterprise, and makes the customer feel part of that collective.
• •Educate Before You Sell: Prioritize sharing knowledge. A post that teaches something valuable about the culture will build more trust and long-term loyalty than one that simply asks for a sale. Frame products as artifacts of that culture.
• •Define and Use Key Terms Consistently: Consistently use core phrases like "Ally Friendly," "Wear Your Allyship," "Authentic Indigenous Art," and "Community." This repetition builds brand recognition and reinforces its unique position in the market.
• •Maintain a Tone of Proud Confidence: The voice should never be apologetic. It is proud, strong, and confident in its identity and message. This empowers the customer, whether Indigenous or an ally, to feel the same pride when wearing the brand.

Social Perception

Authentic & Trustworthy, More Than a Clothing Brand (Social enterprise, educational platform), High-Quality & Meaningful, A Force for Positive Change

Copy Examples

• •Wear Your Story. This isn't just a t-shirt. It's a statement of survival, strength, and 65,000 years of history. The 'Journey' design by artist [Artist's Name] represents the paths of our ancestors. Every line tells a story. Wear it with pride, wear it as an ally. #WinmarraClothing #IndigenousArt #WearYourAllyship
• •Why We Share Our Culture. For generations, our stories were silenced. Today, we wear them on our chests. Winmarra was born from a desire to share the richness of our culture with the world, on our own terms. Every piece you buy supports Indigenous artists and helps us continue telling the stories that matter. Thank you for being part of the journey. #FirstNations #CultureIsPride #Winmarra
• •Ever wondered what the circles in Aboriginal art mean? They often represent a meeting place, a campsite, or a waterhole. A place of community. It's a symbol of coming together. Our art is a language. Learn to speak it with us. #IndigenousCulture #ArtExplained #LearnOnTikTok #Winmarra
• •Be More Than an Ally. Be Active. This week, we're talking about what allyship truly means. It starts with listening and learning, and it grows with action. We encourage you to read the articles we're sharing on our blog about the importance of [current issue]. And if you want to wear your support, a portion of proceeds from our 'Solidarity' collection goes directly to the [Community Organization Name]. #AllyshipInAction #SupportIndigenous
• •Clothing with a Conscience. Shop authentic Indigenous designs. Every purchase empowers artists and gives back to the community. Free shipping on orders over $100. #ShopWithPurpose #WinmarraClothing