Brand Tone

Authentic and Community-Focused

Brand Values

• •Cultural Heritage
• •Accessibility
• •Community Connection
• •Service

Best Practices

• •Maintain a Dual-Language Approach: Continue using both English and Amharic where appropriate. This reinforces authenticity and directly serves the core community.
• •Emphasize Authenticity and Origin: Always highlight that products are sourced directly from Ethiopia. Use phrases like "Handmade in Ethiopia," "Authentic Ethiopian Spices," or "Shipped from Addis Ababa" to build trust and underscore cultural value.
• •Tell the Story Behind the Products: Instead of just listing features, share the cultural significance of items. For a Habesha Kemis, describe the meaning of the embroidery; for a book, share a brief author bio or its importance in Ethiopian literature.
• •Use Community-Oriented Language: Address customers with a warm, inclusive tone. Use words like "community," "heritage," "home," and "family" to foster a sense of belonging among the diaspora and a welcoming spirit for new customers.
• •Keep it Visually Cohesive: Ensure that the tone of the copy is reflected in the visuals on social media. Use high-quality, vibrant images that showcase the beauty and craftsmanship of the products in a real-world, relatable context.

Social Perception

A specialized and useful resource, recognized as an "Ethiopian online shop" and a go-to for specific cultural products, indicating legitimacy and a strong presence within its niche market.

Copy Examples

• •Headline: Taste the Comfort of Home. Body: Missing the rich aroma of authentic Ethiopian coffee? Our latest shipment of Hadero and Anbessa coffee has just arrived. Order now and bring the taste of home to your kitchen, wherever you are in the world. #Yabeto #EthiopianCoffee #HabeshaLife
• •Headline: Wear Your Heritage with Pride. Body: Discover our stunning collection of handmade Habesha Kemis. Each piece is a work of art, beautifully embroidered to celebrate our rich culture. Perfect for weddings, holidays, or any special occasion. #HabeshaKemis #EthiopianDress #YabetoStyle
• •Headline: Authentic Ethiopian Goods - Shop Yabeto. Description: Explore the best of Ethiopia. From traditional clothing and handmade jewelry to rare books and rich coffee. Fast worldwide delivery from Ethiopia.
• •Subject: New Arrivals for the Curious Mind. Body: Dive into the heart of Ethiopian literature. We've just added new titles in Amharic, from compelling fiction to insightful histories. Expand your library and reconnect with powerful stories from home.
• •Visual: A split image of a package of Anbessa Tea and Wush Wush Tea. Text: What ’s your go-to brew to start the day? Poll: [Anbessa Tea] or [Wush Wush Tea]. Link: (Swipe up) Shop all Ethiopian teas!