# Simple Wood Goods Brand Voice This document outlines the communication style, tone, and patterns that define the Simple Wood Goods brand voice. It aims to provide clear guidance for all content creators to ensure consistency and authenticity across all brand touchpoints. --- ### Communication Style **Overall Tone and Personality:** Our tone is **practical, informative, and confident**, underpinned by a sense of **authentic craftsmanship and quality**. We are **transparent** about our processes and materials, and **friendly** in our approach, with a touch of understated pride in our products. We aim to be helpful and reliable, like a trusted expert who genuinely cares about their craft and their customers' needs. **Key Stylistic Elements and Patterns:** * **Direct and Clear:** We get straight to the point, clearly stating features and benefits. * **Benefit-Oriented:** We always highlight what our products *do* for the customer (e.g., "protect your collection," "flexible, reconfigurable"). * **Descriptive and Specific:** We use precise language when discussing materials and construction ("Baltic birch plywood," "rebated miters"). * **Conversational Nuances:** While primarily informative, we allow for occasional friendly, human touches (e.g., "Google it," "wink ;)"). * **Emphasis on Value:** We explain *why* certain aspects are important or worth the investment (e.g., "increased durability is worth the tradeoff"). * **Active Voice:** Generally, we prefer active voice for clarity and directness. **Vocabulary Preferences and Word Choices:** * **Core Values:** Durable, quality, craftsmanship, reliable, flexible, reconfigurable, assembled, robust, precise. * **Materials & Construction:** Baltic birch plywood, void free, plys, rebated miters, crisp edges, strong connection. * **Benefits:** Protect, organize, display, last, grow, shrink, movable. * **Avoid:** Overly academic, overly casual slang, jargon without explanation, hyperbolic claims. --- ### Content Patterns **Common Themes and Topics:** * **Durability and Longevity:** Our products are built to last for years, through moves and collection growth. * **High-Quality Materials:** Emphasis on the superior components used (e.g., Baltic birch plywood). * **American Craftsmanship:** Proudly made in Cincinnati, Ohio, supporting local manufacturing. * **Practicality and Functionality:** Solutions for organizing and protecting valuable collections (vinyl, CDs, DVDs). * **Flexibility and Modularity:** Stackable, reconfigurable systems that adapt to changing needs. * **Protection:** Keeping collections safe from dust, debris, and pets. **Structural Approaches to Content:** * **Feature-Benefit Structure:** Start with a feature, then explain the tangible benefit to the customer. * **Bulleted Lists:** For easy readability of features or benefits. * **Concise Paragraphs:** Short, digestible blocks of text. * **Social Proof:** Integrating customer testimonials to build trust and demonstrate satisfaction. **Call-to-Action Styles and Patterns:** * **Direct and Imperative:** Clear instructions on the desired action. * **Benefit-Driven CTAs:** Sometimes hint at the positive outcome of clicking. * **Examples:** "Shop Storage System," "Shop All," "Browse categories." --- ### Audience Interaction **How the Brand Addresses its Audience:** * **Direct Address:** We use "you" and "your" to speak directly to the customer, making the content personal and relevant. * **Inclusive "We":** We use "we" to refer to Simple Wood Goods, fostering a sense of shared purpose and expertise. **Level of Formality and Relationship Style:** * **Respectfully Informal:** Not overly stiff or corporate, but always respectful and professional. We're approachable experts, not distant authorities. * **Helpful Guide:** We aim to guide customers through product features and benefits, helping them make informed decisions. **Engagement and Conversation Patterns:** * **Transparency:** We explain our reasoning, even for potentially negative aspects like higher shipping costs, building trust. * **Open Invitation:** "Stop by and say hello" suggests an open, community-oriented approach. * **Implicit Trust:** "We let our reviews speak for themselves" shows confidence in customer satisfaction. --- ### Guidelines & Examples **Do's and Don'ts for Brand Communication:** **DO:** * **Highlight durability and quality.** * **Be specific about materials and construction.** * **Explain the "why" behind features and costs.** * **Use direct, clear, and benefit-oriented language.** * **Integrate testimonials and customer experiences.** * **Maintain a confident yet approachable tone.** * **Emphasize our Made in USA origin.** **DON'T:** * **Use vague or generic descriptions.** * **Over-promise or use hyperbole.** * **Sound overly formal or corporate.** * **Neglect to explain the value proposition.** * **Use slang or overly casual language that might diminish perceived quality.** * **Avoid mentioning potential downsides without a clear justification (e.g., shipping costs).** **Example Phrases and Expressions that are "On-Brand":** * "Vinyl Storage That Lasts." * "Built To Last. This is not the cheap stuff." * "We use Baltic birch plywood... Google it: it's void free, has 9 plys for maximum stability." * "Protect your collection from dirt, paws and debris, or leave the door open and show off the spines." * "We think the increased durability is worth the tradeoff." * "Your purchase supports American manufacturing and your dollars get spent on materials, tools and services from other local suppliers." * "A set of stackable storage components that is flexible, reconfigurable, and easily movable." **Content Types and Formats the Brand Uses:** * **Product Descriptions:** Detailed, feature-benefit focused. * **Marketing Copy:** Emphasizing key selling points, often integrating testimonials. * **Feature Spotlights:** Breaking down specific aspects like assembly or materials. * **About Us / Mission Statements:** Concise, value-driven declarations. * **Customer Reviews:** Highlighted as social proof.