Brand Tone

Expert and Educational, with a friendly and encouraging undertone.

Brand Values

• •Health and Well-being
• •Sustainability and Ecology
• •Quality and Durability
• •Expertise and Service
• •Transparency

Best Practices

• •Lead with the "Why": Always start with the benefit to the customer's health or the environment before diving into technical product features. Frame products as solutions for a better, healthier life.
• •Educate, Don't Just Sell: Use every piece of copy as an opportunity to teach something valuable, whether it's about the properties of clay or the benefits of a breathable wall. This reinforces your position as an expert.
• •Use Sensory and Natural Language: Employ words that evoke nature, health, and well-being. Terms like "breathe," "pure," "natural," "calm," and "fresh" align with the brand's core values.
• •Showcase Real-World Success: Leverage customer testimonials and project photos in your copy. Phrases like "Join thousands of homeowners creating healthier spaces" or featuring a quote from a happy customer builds trust and social proof.
• •Maintain a Consistent Voice: Whether writing a technical blog post or a friendly Instagram caption, the underlying tone should remain consistent: knowledgeable, trustworthy, and passionate about healthy building. Avoid overly casual slang or a purely transactional tone.

Social Perception

Viewed as a trusted specialist and high-quality provider, customer-centric, and inspirational for creating beautiful, healthy, and modern living spaces.

Copy Examples

• •Breathe easier, live healthier. Discover Germany's leading selection of natural building materials for a home that cares for you and the planet.
• •The beauty of nature is in the details. Our clay plaster not only creates stunning, breathable walls but also regulates humidity for a perfectly balanced indoor climate. #BauNatura #HealthyHome #ClayPlaster #SustainableLiving
• •Renovating? Don't just change your look, improve your health. Swap chemical-laden paints for our vibrant, non-toxic natural colors. See our full range and get expert advice today!
• •The 5 Hidden Benefits of Wood Fiber Insulation You Didn't Know About
• •Protect your wood with the power of nature. Our solvent-free oil-wax finish provides a durable, water-resistant surface that lets the wood breathe and showcases its natural grain. Safe for you, your family, and the environment.