Brand Tone

Reverent, serene, and formal

Brand Values

• •Tradition & Heritage
• •Spirituality & Blessings
• •Accessibility
• •Authenticity
• •Community

Best Practices

• •Use a Reverent Vocabulary: Always choose words that convey respect, sanctity, and solemnity. Use terms like "consecrated," "blessing," "divine," "sacred," and "receive" instead of "buy," "sell," or "product."
• •Focus on Spiritual Benefit, Not Features: Describe what the amulet or talisman does in a spiritual sense (e.g., "safeguards your journeys," "invites prosperity") rather than its physical attributes (e.g., "durable," "colorful").
• •Maintain a Formal and Humble Tone: Avoid casual language, slang, humor, or high-pressure sales tactics ("limited time offer," "buy now!"). The tone should be consistently polite and humble, as if a priest were speaking.
• •Educate and Explain: Every piece of copy is an opportunity to teach. Briefly explain the significance of the shrine, the purpose of the amulet, or the tradition behind it. This builds trust and deepens the user's connection.
• •Ensure Visual and Textual Harmony: The serenity of the copy must be matched by the website's visual design. Use clean layouts, traditional fonts, and high-quality images of the shrine and the items to create a cohesive, peaceful, and authentic online environment.

Social Perception

The Bessho Kotohira Shrine is perceived very positively by its local community and visitors, seen as a cherished and powerful spiritual site. This perception of sanctity and community trust is implicitly transferred to its online presence, with users seeking authentic spiritual items rather than commercial products.

Copy Examples

• •Receive the divine protection for your well-being. This kenkō omamori is consecrated at Bessho Kotohira Shrine to safeguard your health and grant you peace of mind in your daily life.
• •The Sacred Blessings of Bessho Kotohira Shrine, Delivered with Reverence. Connect with our centuries-old tradition and receive a consecrated talisman, wherever you may be.
• •Our online Juyosho (Amulet Office) is an extension of our sacred grounds. It was created to serve devotees who cannot make the pilgrimage to Kumamoto, allowing all to receive the authentic blessings of our enshrined deities.
• •Welcome good fortune into your home or workplace. This kaiun ofuda, blessed by the priests of our shrine, serves as a focal point for prayers and a symbol of the great kami's favor.
• •You are about to receive a sacred item from Bessho Kotohira Shrine. We handle each order with the utmost care and reverence, ensuring it reaches you as a true extension of the shrine's spirit.