Brand Tone

Passionate, educational, and approachable, with an encouraging and inviting style that aims to demystify woodcarving and share the love for the craft.

Brand Values

• •Craftsmanship
• •Creativity and Self-Expression
• •Accessibility and Education
• •Community
• •Connection to Place

Best Practices

• •Lead with Passion: Always let the genuine love for the craft shine through. Use words that convey excitement, joy, and satisfaction, such as "thrill," "magic," "discover," and "unleash."
• •Be an Encouraging Educator: Frame your copy to be supportive and empowering. Emphasize that the craft is accessible to everyone, using phrases like "No experience necessary," "I'll guide you through," and "You can do it too."
• •Use "You" and "I" to Build Connection: Speak directly to your audience ("You will learn...") and share your personal perspective ("What I love about..."). This creates a more intimate and approachable feel, as seen in Bernat's "Wood Bern Cabin" videos.
• •Highlight the Tactile Experience: Woodcarving is a sensory craft. Use descriptive language that evokes the feeling of working with wood "the clean slice of the knife," "the texture of the grain," "bringing a design to life."
• •Maintain Authenticity and Transparency: Be open about the process, the tools you use, and even the challenges. This builds trust and reinforces the image of a genuine craftsman sharing his world, not just a faceless brand. For example, mentioning specific tool brands or wood types adds a layer of authenticity.

Social Perception

Highly positive; customers and students view Bernat as a talented, inspiring, and passionate instructor. The brand is perceived as a reputable source for stunning wood art and quality woodcarving education, with a strong and respected reputation within the craft community.

Copy Examples

• •From a simple block of basswood to a story told in chips and cuts. This new geometric piece, 'Ecos de Barcelona,' was inspired by the city's hidden patterns. Every slice is a piece of my passion, carved by hand. Want to start your own carving story? Link in bio for kits and courses. #WoodBernCarvings #ChipCarving #WoodArt #Handmade #BarcelonaArt
• •Feel the magic of creating with your own hands. ✨ Join our wood carving workshop in the heart of Barcelona and transform a piece of wood into a personal masterpiece. No experience needed, just a curious spirit! Limited spots available. Book your journey into woodcraft today. #WoodcarvingWorkshop #BarcelonaCrafts #DIY #HandmadeExperience #WoodBern
• •Wood Bern: Where Timber Meets Tradition. Discover the timeless art of chip carving through our handcrafted pieces, or learn to carve your own story with our expert-led workshops and online courses.
• •Ever wondered how to create those clean, satisfying patterns in wood? In this week's tutorial, I'm breaking down the 3-corner chip, a foundational cut in chip carving. I'll cover knife grips, wood grain, and how to get that perfect 'chip'. Grab your tools, or find our beginner kits at [link]. Let's carve together! #WoodcarvingTutorial #ChipCarving101 #LearnToCarve #Woodworking
• •Your journey into chip carving starts here. This all-in-one kit includes a hand-sharpened Pfeil knife, premium American basswood practice boards with pre-drawn patterns, and a guide to the essential cuts. We've taken the guesswork out of starting so you can get straight to the joy of carving. Create something beautiful. By hand. #CarvingKit #ChipCarving #BeginnerWoodworking #CraftKit