Brand Tone

Approachable & Encouraging, Educational & Informative, Passionate & Genuine, Positive & Uplifting

Brand Values

• •Sustainability
• •Accessibility
• •Education
• •Community
• •Transparency

Best Practices

• •Lead with Encouragement, Not Fear: Always frame the message around the positive benefits and ease of making sustainable choices. Avoid alarmist language about the climate crisis, which can be overwhelming and discouraging.
• •Educate, Don't Preach: Position the brand as a knowledgeable friend, not a judgmental authority. Share information and tips in an accessible and non-technical way. Use the blog and social media to answer common questions and demystify sustainable living.
• •Use "We" and "You" to Build Community: Write as if you are in a conversation with the customer. Use inclusive language like "we," "us," and "together" to foster a sense of a shared mission. Address the customer directly with "you" and "your" to make the message personal.
• •Keep it Simple and Clear: The mission is to make sustainability simple, and the language should reflect that. Avoid jargon. Clearly explain the benefits of each product and how it helps reduce waste.
• •Let Your Passion Shine Through: The authenticity of the brand is one of its greatest strengths. Write with genuine passion for the environment and for helping others. Use emojis like and where appropriate (on social media) to convey warmth and enthusiasm.

Social Perception

Customers perceive the brand as trustworthy and reliable for high-quality, genuinely eco-friendly products. It is seen as authentic and mission-driven, not engaging in 'greenwashing', a perception significantly reinforced by its educational content and community engagement. The brand is also viewed as helpful and supportive, acting as a guide in the journey toward a more sustainable lifestyle.

Copy Examples

• •Ready to make the switch but don't know where to start? Our shampoo and conditioner bars are the perfect first step! They're packed with natural ingredients, leave your hair feeling amazing, and save two plastic bottles from our planet. It's that simple. #GoPlasticFree #SustainableSwaps #BetterEarthStory
• •Small Changes. Big Impact. Discover beautiful, plastic-free essentials for your home and daily routine. Let's make sustainable living simple, together.
• •Hey [Customer Name], The term 'eco-friendly' is everywhere, but what does it really mean? It can be tricky to tell the genuinely good stuff from the clever marketing. That’s why we broke it down in our latest blog post. Learn how to spot the signs of greenwashing and make choices you can feel great about. Read more [link]. Your friends at Better Earth Story.
• •You're not alone on your eco-journey! Join thousands of others in the UK making simple, effective changes for a healthier planet. From your kitchen to your bathroom, we have a sustainable swap for you. Shop our best-sellers and see why our customers love making a difference with us.
• •Your perfect companion for coffee on the go, without the waste. This durable, lightweight cup is made from sustainably sourced bamboo fiber and is designed to be used again and again. Every time you choose to reuse, you're telling a better story for our earth. Dishwasher safe, BPA-free, and ready for your next adventure.