Brand Tone

Empathetic & Supportive, Informative & Educational, Positive & Empowering, Friendly & Approachable, Passionate & Sincere

Brand Values

• •Inclusion
• •Empathy & Love
• •Development & Growth
• •Support & Community
• •Quality & Purpose-Driven Products

Best Practices

• •Develop a Brand Voice Chart: Clearly define adjectives that describe your brand's tone (e.g., empathetic, informative, positive) and, importantly, adjectives that it is *not* (e.g., clinical, overly technical, condescending). Provide examples of 'do' and 'don't' phrasing.
• •Always Center the 'Why': Remind copywriters of CriAut's core mission – supporting children with autism and their families. Every piece of copy should, in some way, connect back to this purpose and the values of empathy, inclusion, and development.
• •Speak Directly to Your Audience Segments (with consistent underlying tone): While the core tone remains consistent, slightly adapt the language for different segments (e.g., parents seeking emotional support vs. professionals seeking technical information on a course). However, the underlying empathy and positivity should always shine through.
• •Use Storytelling: Incorporate stories and testimonials (with permission) that reflect the brand's impact. This reinforces the emotional connection and the brand's values authentically. The founder's story is a powerful asset.
• •Maintain a Glossary of Preferred Terms: Especially in a sensitive field like neurodiversity, ensure consistent and respectful language is used. For example, decide on person-first language ('child with autism') or identity-first language ('autistic child') based on community preference and stick to it. Ensure positive and empowering vocabulary is prioritized.

Social Perception

Based on the brand's own channels (website, Instagram, TikTok), the perception among its direct audience appears to be highly positive. Customers and followers seem to view CriAut as a valuable and trusted resource. The engagement on social media posts (likes, positive comments, shares) suggests appreciation for the products, the information shared, and the supportive community CriAut is fostering. The brand is likely perceived as a specialist and a passionate advocate in the field of autism and neurodiversity support in Brazil. The personal story of the founder adds a layer of authenticity and trust, which resonates well with families in similar situations. Due to the niche market and language (Portuguese), broader international social perception is likely limited unless a user is specifically searching for these types of resources in Brazil.

Copy Examples

• •Unlock a calmer world for your little one. Our Sensory Chew Necklace is more than a toy; it's a gentle friend for focus and self-regulation. Designed with love, because we understand. 💙 #CriAut #SensorySupport #AutismLove
• •Empowering parents, guiding professionals. Our ABA Online Course provides the knowledge and tools you need to make a meaningful difference. Let's build a brighter, more inclusive future together. Learn more on criaut.com.br! #CriAutEducation #ABATherapy #Neurodiversity
• •From one mother's heart to your home. CriAut was born from a journey of love and the dream of a more inclusive world for every child. Join our community of understanding and support. #CriAutCommunity #AutismJourney #InclusionMatters
• •Helping little dreamers reach for the stars! ✨ Our therapeutic resources are designed to nurture development, encourage communication, and celebrate every milestone. Discover the joy of progress with CriAut. #DreamBig #CriAutKids #AutismSupport
• •Feeling overwhelmed navigating sensory needs? You're not alone. CriAut offers a range of carefully selected sensory tools to help your child thrive, bringing more peace and understanding to your everyday. Let us support you. #ParentingSupport #SensorySolutions #CriAutCares