Brand Tone

empathetic, supportive, authentic, informative, educational, warm, caring, understanding

Brand Values

• •Empathy and Understanding
• •Support and Community
• •Handmade Quality and Care
• •Family and Authenticity
• •Sustainability and Charity

Best Practices

• •Always lead your communication with empathy, using phrases that acknowledge the struggles of your audience, such as "We know how debilitating..." or "For days when you need extra comfort..."
• •Continue to share authentic stories from the founder and the community. This reinforces the brand's authenticity and builds a stronger connection with the audience.
• •As a family-run business, use collective pronouns like "we" and "our" to strengthen the sense of a small, dedicated team behind the brand, rather than a faceless corporation.
• •Provide valuable content that goes beyond just selling products. Share tips, resources, and information about managing chronic pain to empower your audience and build trust.
• •In all communications, from product descriptions to social media replies, ensure the language is consistently warm, encouraging, and supportive. Avoid overly clinical or corporate jargon.

Social Perception

Amity Heart Collection is perceived by its customers as a trustworthy and caring brand that provides high-quality, effective products. Customers feel a personal connection to the brand's story and appreciate the supportive community it fosters. The brand is seen as a source of comfort and relief, with many customers becoming loyal advocates. The fact that it is an Australian, family-run business also contributes positively to its perception.

Copy Examples

• •Find your moment of relief. Our handmade Neck Heat Packs, filled with Australian lupin, are designed to gently soothe away tension. Because we know that sometimes, a little warmth is all you need to get through the day. #AmityHeartCollection #HandmadeWithCare #MigraineRelief
• •From our hearts to yours. Amity Heart Collection wasn't just an idea; it was a lifeline. Born from my own journey with chronic migraine, every product we create is infused with the understanding and care I wished for during my darkest days. We're here for you. #AmityHeartStory #ChronicPainSupport #YouAreNotAlone
• •Did you know that tracking your daily habits can be a powerful tool in managing migraines? Our Migraine Diary is designed to help you identify patterns and triggers, empowering you to take control of your health journey. What have you found helpful in understanding your triggers? Share in the comments below. #MigraineAwareness #HealthJourney #AmityHeartTips
• •Your stories inspire us every day. ❤️ We are so grateful to be a part of your journey to comfort and relief. Thank you for trusting us. #CustomerLove #AmityHeartCommunity #PainRelief
• •Give the gift of comfort. Our handmade bundles are the perfect way to show someone you care. Thoughtfully designed to provide warmth and relief, they're a hug in a box. Shop our collection now and bring a little comfort to someone's life. #GiftOfComfort #CarePackage #AmityHeartCollection