Brand Tone

Authentic, Appreciative/Respectful, Educational/Informative, Elegant/Refined, Emerging/New

Brand Values

• •Craftsmanship: Celebrating and preserving the handmade quality of Ajrak.
• •Cultural Heritage: Promoting and honoring the traditional art form of Ajrak printing from Pakistan.
• •Authenticity: Providing genuine, hand-block printed items.
• •Quality: Implied through the emphasis on skilled artisans and traditional techniques.
• •Customer Education: Valuing the importance of customers understanding the story and work behind the products.

Best Practices

• •Develop a Brand Voice Guide: Create a simple document outlining key tone words (e.g., authentic, respectful, elegant, informative), "words we use," and "words we avoid." Share this with anyone creating content.
• •Focus on Storytelling: Instead of just listing product features, weave in the narrative of Ajrak's history, the artisans' skill, and the cultural importance. This naturally lends itself to an appreciative and authentic tone.
• •Educate and Inform: Use copy to share insights about the Ajrak-making process, the meaning behind motifs (if applicable), and the care of handmade items. This reinforces the educational and authentic aspects of the brand.
• •Emphasize "Handmade" and "Authentic": Consistently use terms that highlight the genuine, artisanal nature of the products (e.g., "hand-block printed," "skilled artisans," "traditional techniques," "original Ajrak").
• •Review and Refine: Regularly review website copy, social media posts, and marketing materials to ensure they align with the desired tone. As the brand grows and gathers customer feedback, be open to slight refinements while staying true to core values.

Social Perception

Currently, the social perception is largely neutral to non-existent due to the brand's very recent launch. The perception they aim to cultivate is one of a trustworthy source for authentic, high-quality, and culturally rich Ajrak products. They are likely targeting individuals who appreciate ethnic arts, sustainable and handmade goods, and cultural fashion/decor.

Copy Examples

• •Product Description (Shawl): "Drape yourself in centuries of tradition. Our Ajrak shawls are more than an accessory; they are a narrative of skill, culture, and timeless design, handcrafted by master artisans in Pakistan. Each intricate block print tells a story, waiting to become part of yours. #AjrakArt #HandmadeHeritage"
• •Social Media Post (General): "Discover the soul of Ajrak. At AjrakMart, we bring you authentic, hand-block printed treasures, each piece echoing the rich cultural tapestry of Pakistan. Own a piece of art, support artisan communities. ✨ #SupportArtisans #CulturalCrafts"
• •Website Banner: "AjrakMart: Weaving Tradition into Your Modern Lifestyle. Experience Authentic Hand Block Prints."
• •Email Marketing (New Collection): "Step into the vibrant world of Ajrak. Our new collection has arrived, showcasing the enduring beauty of handmade craftsmanship. Explore patterns that have been cherished for generations. [Link to New Collection]"
• •"About Us" Snippet: "At AjrakMart, we are passionate about preserving the ancient art of Ajrak. We partner directly with skilled artisans in Pakistan to bring you genuine, handcrafted pieces that embody a legacy of beauty and cultural significance. Wear history, beautifully."