Brand Tone

Aspirational & Inspiring, Serene & Tranquil, Elegant & Beautiful, Authentic & Personal, Friendly & Welcoming

Brand Values

• •Individuality & Self-Expression
• •Beauty & Elegance
• •Tranquility & Mindful Living
• •Inspiration & Joy
• •Authenticity & Simplicity
• •Empowerment
• •Curated Quality

Best Practices

• •Develop a Brand Voice Guide: Create a document that explicitly defines the brand's tone (e.g., aspirational, serene, authentic), core values, preferred vocabulary (and words to avoid), and grammatical style. Share this with anyone creating content.
• •Focus on "Elevate Your Everyday": Ensure all copy, whether for product descriptions, social media, or ads, ties back to the core promise of enhancing the customer's daily life with beauty, tranquility, or inspiration.
• •Emphasize Individuality and Authenticity: Use language that empowers customers and celebrates their unique style and personal journey. Avoid generic statements and instead focus on how products can help them express themselves.
• •Weave in Sensory and Emotional Language: Since the brand values tranquility, beauty, and joy, use descriptive words that appeal to the senses and evoke positive emotions. Words like "serene," "glowing," "comfort," "inspire," and "cherish" align well.
• •Maintain Consistency Across All Channels: The tone used on Instagram should align with the website's "Our Story" page and product descriptions. Regular audits of content across platforms can help ensure this consistency. This builds trust and a clear brand identity.

Social Perception

The intended perception is that of a thoughtful, stylish, and inspiring brand that offers curated items to enhance one's lifestyle with a focus on personal well-being and aesthetic pleasure. The consistent messaging across its platforms aims to build an image of a brand that cares about individual expression, tranquility, and bringing a touch of the extraordinary into everyday life.

Copy Examples

• •Instagram Post (New jewelry collection): "Discover the quiet sparkle within. Our new 'Ethereal Dreams' jewelry collection is here to add a touch of serene elegance to your every gesture. Handpicked to reflect your unique light. ✨ #PlumeAndPeak #ElevateYourEveryday #MindfulAdornment #NewCollection"
• •Facebook Ad (Home decor): "Transform your home into a sanctuary of peace. Plume and Peak’s curated home collection blends tranquil design with inspiring artistry. Create a space that truly reflects your inner calm. Shop now and elevate your everyday. 🌿"
• •Product Description (Scented Candle): "Breathe in tranquility, exhale the day. Our 'Serene Sunset' candle, with notes of lavender and chamomile, is more than a scent – it's an invitation to pause, reflect, and find your peak moment of peace. Hand-poured with intention, for your mindful moments."
• •Email Newsletter Subject Line: "✨ Unapologetically You: Style That Tells Your Story | Plume and Peak" Email Body Snippet: "At Plume and Peak, we believe your style is your signature. Explore our latest arrivals, thoughtfully selected to empower your unique expression and bring a touch of inspired beauty to your everyday. Because fashion should elevate who you already are."
• •Website Banner (Seasonal Promotion): "Embrace the Season of You. Find pieces that inspire joy and elevate your everyday moments with Plume and Peak. Timeless elegance, designed for your unique journey."