Brand Tone

Authentic, Traditional, and Trustworthy.

Brand Values

• •Heritage and Tradition
• •Natural Efficacy
• •Customer Pride and Service
• •Community and Local Identity

Best Practices

• •Always Lead with Heritage: Every piece of copy should, in some way, connect back to the brand's core story family, New Mexico, and generational knowledge. Phrases like "A family secret," "Since 1981," and "Our New Mexican tradition" should be used often.
• •Emphasize "Proven" over "New": The brand's strength is its history, not in chasing trends. Use words like "traditional," "time-tested," "proven," and "authentic." This builds trust and sets it apart from modern, chemistry-focused brands.
• •Use Testimonials as a Cornerstone: Weave customer stories and quotes into ad copy, product pages, and social media. The voice of a happy customer is the most powerful tool for a brand built on efficacy.
• •Adopt a "Proudly Made In" Voice: Explicitly mention New Mexico and the Southwest. This provides a strong sense of place and authenticity that resonates with consumers looking for genuine, locally-made products.
• •Keep the Language Simple and Heartfelt: The tone should feel like it's coming from a knowledgeable and caring family member, not a large corporation. Avoid overly technical jargon and use warm, earnest, and direct language.

Social Perception

a hidden gem or a niche, reliable provider of effective, traditional remedies.

Copy Examples

• •Headline: Tired of dry, frizzy hair? Our family's secret can help. Body: For over 40 years, our family has crafted herbal hair remedies here in New Mexico. Our Yerba de la Negrita shampoo and conditioner use generations of tradition to restore health and strength to your hair, naturally. See the difference tradition makes. Call to Action: Shop Our Heritage Collection
• •(Image: High-quality shot of the Derma-Life Skin Care Lotion next to an aloe plant) Caption: Soothe your skin with the wisdom of the Southwest. Our Derma-Life lotion combines the healing power of Aloe Vera with our family's traditional herbal blends. Handed down for generations and made with pride in New Mexico. Link in bio to experience true, natural relief. #AloeVera #HerbalRemedies #MadeInNM #FamilyTradition #NaturalSkincare
• •Text: From Our Family to Yours, Since 1981. Rediscover the power of traditional New Mexican herbal remedies for your hair and skin.
• •Subject: Welcome to the Family! Your Aloe Vera Center Order Body: Thank you for your order! You're not just getting a product; you're getting a piece of our New Mexican heritage. We've been sharing our family's traditional remedies since 1981, and we're so glad to share them with you. We can't wait to hear what you think.
• •Title: All-Purpose Aloe Vera Gel - A 40-Year Tradition of Healing Body: More than just a simple gel, this is our foundational recipe, perfected since 1981. It combines pure, potent Aloe Vera with nourishing Jojoba and Vitamins A & E. Ideal for soothing sunburn, calming irritated skin, and promoting healing. Trust in four decades of experience to care for your skin.