Brand Tone

Inspirational, Compassionate, and Purpose-Driven

Brand Values

• •Empowerment
• •Compassion and Social Justice
• •Faith
• •Ethical Consumption
• •Community and Collaboration

Best Practices

• •Lead with the "Why": Always connect the product back to the mission. Instead of just describing an item's features, start with the story of the person who made it or the impact the purchase will have.
• •Use Empowering Language: Frame the narrative around strength, skill, and dignity, not just need or poverty. Use words like "empower," "transform," "skill," "dignity," "hope," and "opportunity."
• •Maintain an Inspirational and Hopeful Voice: The tone should be consistently positive and uplifting. Even when discussing difficult topics like human trafficking, the focus should be on the positive change and hope that the organization provides.
• •Be Authentic and Transparent: Share real stories and be open about the brand's faith-based roots and non-profit structure. Authenticity builds trust with the socially conscious consumer.
• •Foster a Sense of Community: Use inclusive language ("we," "together," "join us") to make customers feel like they are part of a larger movement for good. Encourage interaction and sharing to build a community around the brand's values.

Social Perception

Public perception of ACTSmarket is overwhelmingly positive, with a strong appreciation for its social mission. Testimonials and online mentions highlight the brand's dedication to creating dignified employment and supporting needy communities. Customers are seen as "socially conscious shoppers" who are drawn to the brand because their purchases have a direct, positive impact. The narrative of "conscious consumerism" and making a difference through shopping resonates strongly with its audience. The brand is viewed as a legitimate and impactful social enterprise, started within an incubator at the National University of Singapore and supported by various partners.

Copy Examples

• •Headline: A Purchase for You, A Lifeline for Another. Body: Every handcrafted piece you buy from ACTSmarket is more than just a beautiful product. It’s a story of hope, a step towards independence, and a testament to the resilience of artisans in Asia. Shop with purpose and be part of their journey.
• •Headline: Wear a Story of Freedom. Body: This bag was woven by hands that are now free. Free from trafficking, free from poverty. Each thread tells a story of empowerment. Your purchase helps write the next chapter.
• •Headline: More Than a Marketplace. A Movement. Body: Join a community that believes in the power of commerce for good. At ACTSmarket, every transaction is a transformation. Together, we are creating a world where every person has the opportunity to thrive with dignity.
• •Headline: The Art of Dignity. Body: Discover unique, artisanal goods made with skill and heart. We partner with social enterprises to bring you products that are not only beautiful but also build brighter futures for communities in need. Give a gift that gives back.
• •Headline: Your Kindness, Their Livelihood. Body: A simple act of shopping can change a life. It can provide a meal, support a family, and empower a community. Thank you for choosing to make a difference with ACTSmarket.