Brand Tone

friendly, approachable, thoughtful, and creative. They also convey a sense of being community-oriented and passionate

Brand Values

• •Thoughtfulness
• •Support for Small & Independent Businesses
• •Uniqueness & Beauty
• •Quality
• •Customer Connection & Community
• •Creativity
• •Sustainability
• •Inclusivity

Best Practices

• •Use Warm and Welcoming Language: Employ words like "thoughtful," "lovely," "beautiful," "cherish," "special," and "discover." Keep the tone conversational and friendly, as if speaking to a friend.
• •Emphasize Curation and Craftsmanship: Highlight that products are "handpicked," "thoughtfully chosen," "curated," or "handcrafted." Mentioning support for independent brands and makers reinforces this.
• •Tell a Story: Whether it's the story behind a product, a maker, or the brand itself ("Our Story," Kayleigh's journey with dried flowers), storytelling adds depth and a personal touch.
• •Engage with Questions and a Community Focus: Encourage interaction by asking questions in social media captions. Foster a sense of community by sharing customer stories (with permission) or highlighting local connections (like the Olney shop). The TikTok initiative for inclusive naming is a prime example.
• •Maintain Visual and Verbal Cohesion: Ensure that the tone of the copy aligns with the brand's visual identity (clean, rustic, feminine, high-quality imagery). Use emojis appropriately on social media to enhance the friendly and approachable feel.

Social Perception

Customers and the public generally perceive Astilbe & Rose positively, particularly for their dried flower business, which receives praise for product quality, aesthetics, and customer service. The brand is seen as a source of beautiful, unique items and thoughtful gifts. Their social media engagement suggests a friendly and approachable brand that values its community. The owner, Kayleigh, is often mentioned by name in reviews and on the Etsy page, adding a personal and trusted face to the brand.

Copy Examples

• •Instagram Post (New Homeware): "Freshen up your nest with our latest thoughtfully chosen homeware arrivals! ✨ From handcrafted mugs perfect for your morning brew to unique planters that bring a touch of nature indoors. We love finding those special pieces from independent makers that make a house a home. Which piece speaks to you? #AstilbeAndRoseHome #UniqueFinds #SupportSmallUK"
• •Facebook Ad (Gift Collection): "Searching for a gift that truly says 'I care'? Explore our curated collection of thoughtful treasures at Astilbe & Rose. From delicate jewellery to charming keepsakes, each item is handpicked for its beauty and uniqueness. Visit us in Olney or shop online for something special! #ThoughtfulGifting #AstilbeAndRose #ShopLocalOlney #UniqueGifts"
• •Product Description (Dried Flower Bouquet): "Bring everlasting beauty into your space with our 'Serene Meadow' dried flower bouquet. Lovingly arranged by Kayleigh, this stunning creation features a delicate mix of pampas, lavender, and bunny tails, designed to add a touch of rustic elegance that lasts. Each bouquet is unique and crafted with care, just for you. #DriedFlowers #EverlastingBlooms #HandmadeWithLove #AstilbeAndRoseFlorals"
• •TikTok Video Caption (Behind the Scenes): "A little peek into how we lovingly pack your thoughtful gifts! 🎁 Each item is chosen with care and sent on its way to bring a smile. We’re so grateful for every order! What are you gifting this week? #AstilbeAndRose #PackingOrders #SmallBusinessJourney #Gratitude"
• •Pinterest Pin Description (Jewellery): "Discover timeless elegance. Our jewellery collection features unique pieces from talented independent designers, perfect for adding a little sparkle to your everyday or gifting to someone special. Thoughtfully curated, beautifully crafted. #AstilbeAndRoseJewellery #IndependentDesign #GiftIdeas #ElegantSimplicity"