Brand Tone

Welcoming and Friendly, Supportive and Encouraging, Community-Focused, Passionate and Enthusiastic, Helpful and Knowledgeable

Brand Values

• •Community
• •Creativity and Inspiration
• •Education and Skill-Building
• •Customer Satisfaction and Confidence
• •Quality
• •Empowerment

Best Practices

• •Always Be Welcoming and Inclusive: Use warm, inviting language that makes everyone, regardless of skill level, feel comfortable and part of the community. Avoid jargon where possible, or explain it kindly.
• •Focus on Empowerment and Support: Frame product descriptions and class announcements around how they will help the customer learn, succeed, and feel confident in their crafting. Highlight the supportive nature of the staff and community.
• •Share the Passion Genuinely: Let the love for fiber arts shine through in all communications. Use enthusiastic and descriptive language when talking about yarns, patterns, and the joy of creating.
• •Prioritize Community Building: Regularly feature customer projects (with permission), highlight group activities, and use language that fosters a sense of belonging and shared experience.
• •Maintain a Helpful and Guiding Voice: Position the brand as a knowledgeable resource. Offer tips, answer questions patiently, and provide clear, easy-to-understand instructions or directions to resources.

Social Perception

Positive and Well-Regarded, Helpful Resource, Community Hub, Knowledgeable and Approachable Staff, Good Selection

Copy Examples

• •Instagram Post (New Yarn Arrival): Soft, vibrant, and begging to be knit! ✨ Our latest collection of hand-dyed merino has just landed, and the colors are simply breathtaking. Imagine the cozy shawls and snuggly sweaters you could create! Come feel the inspiration at Mother of Purl – where every skein tells a story. #MotherOfPurlYarn #NewYarn #Knitspiration #FreeportMaine #CraftCommunity
• •Facebook Ad (Knitting Class): Ready to finally master those tricky cables? Or perhaps you're a complete beginner dreaming of your first scarf? Our 'Confident Cables' and 'Knitting Basics' workshops are enrolling now! Join our friendly, supportive classes at Mother of Purl and let our expert instructors guide you every stitch of the way. Let's create something beautiful together! Link in bio for schedule and sign-ups. #KnitClasses #LearnToKnit #MotherOfPurl #FiberArts #FreeportCrafts
• •Website Homepage Snippet: Welcome to Mother of Purl, your cozy corner for all things fiber! Whether you're a seasoned pro or just picking up your first pair of needles, we're here to inspire, teach, and connect you with a vibrant community of makers. Explore our curated selection of beautiful yarns and essential supplies. #HappyKnitting #CrochetLove #YourFiberFamily
• •Email Newsletter Subject Line: Unlock Your Creativity: New Workshops & Yummy Yarns Inside! * Email Body Snippet: Hello fellow fiber enthusiast! At Mother of Purl, we believe everyone has a maker inside them waiting to be unleashed. This month, we're thrilled to introduce [New Yarn Brand/Type] and our latest workshop lineup designed to boost your skills and confidence. From stunning hand-paints to reliable workhorse wools, find your next project's perfect partner in-store or online.
• •Local Event Flyer: Mother of Purl Yarn Shop: More Than Just Yarn. We're your community hub for creativity, learning, and connection in Freeport. Join us for weekly knit-alongs, expert-led workshops, and a friendly atmosphere where everyone is welcome. Discover the joy of making! 541 U.S. Route 1. #FreeportMakers #YarnShopLove #CommunityCrafting