Brand Tone

Empowering & Aspirational, Caring & Supportive, Knowledgeable & Trustworthy, Natural & Ethical, Approachable & Community-focused

Brand Values

• •Efficacy & Results: Providing products that deliver tangible improvements to hair health.
• •Natural & Clean Ingredients: Commitment to using plant-based, non-toxic formulations.
• •Ethical Practices: Cruelty-free, vegan, and increasingly focused on sustainability (packaging, sourcing).
• •Transparency: Openness about ingredients and their benefits.
• •Customer Empowerment & Education: Helping customers understand their hair and how to care for it.
• •Inclusivity: Showcasing diverse hair types and celebrating natural beauty.

Best Practices

• •Speak to "Her" Aspiration, Support "Her" Journey: Always frame benefits around the customer's desire for beautiful, healthy hair and the confidence it brings. Use supportive and encouraging language.
• •Highlight Natural Efficacy: Consistently mention key natural ingredients and their proven benefits. Pair "natural" with "effective" to build trust in the product's performance.
• •Embody Ethical Values: Weave in mentions of "vegan," "cruelty-free," and "sustainably sourced" naturally within product descriptions and brand storytelling. Let these be reasons to believe, not just labels.
• •Educate and Empower: Share knowledge freely. Use blog posts, social media captions, and product descriptions to explain the 'why' behind hair issues and the 'how' of your solutions.
• •Maintain Visual & Verbal Harmony: Ensure the language used in copy aligns with the clean, aspirational, and natural aesthetic of your visuals. Words should evoke the same feeling as the images.

Social Perception

Braes is generally perceived as a high-quality, trustworthy, and effective natural haircare brand. Customers appreciate the visible results, particularly concerning hair growth, strength, and hydration. The commitment to natural, vegan, and cruelty-free ingredients resonates strongly with ethically-conscious consumers. The brand is seen as responsive and engaged with its community online. There's a strong aspirational element; users are drawn to the promise of beautiful, healthy hair as depicted in their marketing.

Copy Examples

• •(Instagram Ad - Problem/Solution & Aspirational): "Dreaming of longer, stronger locks? ✨ Unlock your hair's ultimate potential with our Growth Elixir, power-packed with nature's finest. See the difference. Feel the confidence. #BraesHaircare #NaturalGrowth"
• •(Product Page - Educational & Trustworthy): "Revitalize your scalp and awaken dormant follicles with our [Product Name]. Formulated with a potent blend of [Key Ingredient 1] and [Key Ingredient 2], this vegan and cruelty-free treatment is scientifically designed to nourish from root to tip for visibly thicker, healthier hair."
• •(Email Subject Line - Benefit-driven & Caring): "Your Journey to Healthier, Happier Hair Starts Now! (+ a little something from us!)"
• •(TikTok Video Caption - Engaging & Community-focused): "Wait for the transformation! 🤯 Our girl @[UserTag] showing off her incredible Braes results. What's YOUR biggest hair goal? Share below! 👇 #HairGoals #BraesJourney #VeganHaircare"
• •(Website Banner - Ethical & Empowering): "Love Your Hair. Love Your Planet. Discover effective, plant-powered haircare that’s kind to you and the earth. Shop Braes – Naturally Beautiful."