Brand Tone

Friendly and Approachable, Supportive and Encouraging, Creative and Inspiring, Enthusiastic and Passionate, Helpful and Educational

Brand Values

• •Creativity
• •Community
• •Quality
• •Customer Support & Inclusivity
• •Craftsmanship
• •Fun and Engagement

Best Practices

• •Embrace Community Language: Use warm, inviting, and encouraging words. Refer to customers as "crafters," "friends," or part of the "Sweet Pea family/community."
• •Be Genuinely Enthusiastic: Let your passion for embroidery and your customers' creations shine through in your communications. Use exclamation points judiciously to convey excitement.
• •Prioritize Helpfulness: Ensure all communications, especially instructions and responses to queries, are clear, detailed, and supportive, catering to various skill levels.
• •Showcase, Don't Just Tell: Feature customer creations prominently (with permission) across all platforms. This reinforces the community value and inspires others, speaking louder than just saying you're creative.
• •Maintain a Consistent Visual and Verbal Style: Use similar cheerful and inspiring imagery and a friendly, encouraging voice across the website, social media, emails, and video content to build a cohesive brand experience.

Social Perception

Positive Community Hub, High-Quality, Unique Designs, Helpful and Responsive, Inspiring, Valued Resource for Embroiderers

Copy Examples

• •Headline for a New Design Release: "Spark Your Creativity! ✨ Our NEW 'Whimsical Garden Tote' ITH design has just bloomed! Easy-to-follow instructions included – perfect for all skill levels. Come stitch with us!"
• •Facebook Post Engaging the Community: "Hello Sweet Pea Crafters! 👋 What amazing projects are you stitching up this week? Share a photo of your work-in-progress below – we love seeing your beautiful creations and cheering you on! #SweetPeaMakes #ITHFun"
• •Instagram Caption for a Finished Project: "Just look at this stunning [Project Name] made with our latest ITH design! 😍 We're so inspired by the fabric choices and beautiful stitching. Ready to make your own? Tap the link in bio for the pattern and join our friendly Facebook group for tips and inspiration! #SweetPeaDesigns #MachineEmbroideryLove #CreativeCommunity"
• •YouTube Video Description Snippet (for a tutorial): "New to 'In the Hoop' embroidery or just want to learn a new trick? Martyn is here with friendly tips to help you master [Specific Technique] for our [Design Name] project! Grab your materials, and let's create something beautiful together. Don’t forget to share your results in our Facebook group!"
• •Email Subject Line for a Sale/Event: "Crafty Friends! Amazing ITH Designs + A Sweet Treat Inside! 🧵✂️"