Brand Tone

Creative, Passionate, and Unpretentious

Brand Values

• •Artistic Individuality
• •Craftsmanship and Skill
• •Transformation and Reimagination
• •Authenticity

Best Practices

• •Always Use "I" and "My": The brand's strength is its personal nature. Using first-person pronouns reinforces that customers are buying from an individual artist, not a faceless company.
• •Tell the Story of the Piece: Every caption or description should include a hint of the transformation. Use words like "reimagined," "revived," "brought back to life," or briefly mention what the piece was before. This adds value and emotional connection.
• •Show the "Messy" Middle: Continue sharing process videos and behind-the-scenes content. This reinforces the values of craftsmanship and authenticity and is highly engaging for a creative audience.
• •Keep it Simple and Direct: Avoid corporate jargon or overly flowery marketing language. The copy should be clear, confident, and focused on the art itself. Let the visuals do the heavy lifting and use text to add a personal touch and a call to action.
• •Focus on "Unique" and "One-of-a-Kind": Consistently emphasize the individuality of each item. This is the brand's key differentiator from mainstream furniture stores and should be a recurring theme in all copywriting.

Social Perception

The audience perceives the brand as the work of a talented individual artist, a personal, artisanal business. Followers are likely other artists, DIY enthusiasts, and individuals looking for unique home decor, perceiving it as a niche, high-quality creator.

Copy Examples

• •From forgotten to focal point. This vintage dresser was given a new soul with layers of moody blues and a hand-painted botanical design. Ten years of painting furniture, and transformations like this still feel like magic. DM for details on this piece or to commission your own.
• •Beautymark Collective is the work of me, Kris. For nearly a decade, I’ve been breathing new life into furniture and creating art that tells a story. I believe your home should be as unique as you are, filled with pieces that are anything but ordinary. Everything you see is painted by hand, with passion.
• •On-screen text: "Trust the process." Caption: "Bare wall to bold statement. This is where the messy, colorful, and creative magic happens. Want a wall that wows? Let’s talk about a custom mural for your space."
• •Subject: Art that doesn't just hang on a wall, it lives with you. Body: "Tired of the same old furniture? Your home deserves a centerpiece. This week, I finished a coastal-inspired side table that’s ready for a new home. See it here, along with other one-of-a-kind pieces ready to ship. No factories, no replicas. Just art."
• •Headline: Your Furniture Should Be Art. Body: "At Beautymark Collective, we transform quality furniture into functional masterpieces. Each piece is hand-painted with a unique design, ensuring no two are ever the same. Shop the collection or bring me your own piece for a custom reimagining. Click to see what's new!"