Brand Tone

Warm, authentic, and appreciative

Brand Values

• •Craftsmanship
• •Care/Attention to Detail
• •Quality
• •Uniqueness/Originality
• •Passion

Best Practices

• •Develop a Brand Voice Guide: Document the identified tone (warm, authentic, appreciative) and values (craftsmanship, care, quality, uniqueness, passion). Include examples of 'do's and don'ts' for language, specific keywords to embrace (e.g., 'handcrafted,' ' lovingly made,' 'unique,' 'artisan') and those to avoid (e.g., 'mass-produced,' 'cheap,' overly technical jargon).
• •Always Emphasize 'Handcrafted with Care': Make this core message a recurring theme, but find fresh ways to express it. Instead of just stating it, show it through descriptions of the process, the materials, or the artisan's dedication.
• •Tell Stories: Share the inspiration behind products, the process of creation, or features on the artisan (if applicable). Storytelling naturally lends itself to a warmer, more authentic tone and helps build a connection with the audience.
• •Use 'You' and 'We' Appropriately: Address the customer directly ('you') to create a personal connection. Use 'we' to talk about the brand, reinforcing the idea of a dedicated team or individual behind the products. This fosters a sense of community and approachability.
• •Maintain Consistency Across All Channels: Ensure the tone is the same on the website, product descriptions, social media captions, email newsletters, and any customer service interactions. Regular audits of content can help ensure this consistency. If multiple people are creating content, the brand voice guide becomes even more critical.

Social Perception

Customers Likely Perceive Reca as: A provider of high-quality, unique, and thoughtfully made items. They may see the brand as trustworthy and appreciate the personal investment in each product. Public Perception (Wider Audience): If awareness is limited, perception might be neutral. For those aware, it's likely positive, associated with the charm and quality of handcrafted goods. The '.co.nz' domain and any local messaging would position it as a New Zealand brand, potentially appealing to those looking to support local artisans. The key challenge will be standing out in a potentially crowded market of handcrafted goods.

Copy Examples

• •Product Description (e.g., for a ceramic mug): Sip your morning coffee from a cup that feels like a hug. Each of our [Product Name] mugs is lovingly handcrafted, shaped and glazed by hand, ensuring no two are exactly alike. It’s more than a mug; it’s a little piece of art, made with care, just for you.
• •Social Media Post (Instagram - showcasing a new product): New to the Reca family! ✨ We’ve poured our hearts into creating this [Product Name], and we’re so excited to finally share it with you. Each one is handcrafted with the utmost care, because we believe the things you bring into your home should be made with love. See the full collection on our website (link in bio!). #RecaNZ #HandcraftedWithCare #NewZealandMade #UniqueHomeDecor #ArtisanGoods
• •About Us Section Snippet (Website): At Reca, 'handcrafted with care' isn't just a tagline; it's the principle that guides everything we do. We believe in the beauty of the handmade, the joy of creating something unique, and the connection that comes from items made with passion and dedication. Every piece tells a story, and we're honoured to help that story become a part of yours.
• •Email Newsletter Subject Line: A little something special, handcrafted just for you from Reca. (Body Teaser): Discover our latest lovingly made creations and the stories behind them...
• •Facebook Ad Copy: Headline: Beautifully Handcrafted, Made with Care in NZ Body: Tired of the ordinary? Discover Reca's unique collection of handcrafted treasures, designed to bring warmth and personality to your space. Each piece is made with passion and attention to detail. Shop now and experience the difference of truly handcrafted quality. #RecaHandcrafted #SupportLocalNZ #MadeWithLove