Brand Tone

Empowering, Sincere, and Courageous.

Brand Values

• •Courage
• •Self-Expression
• •Resilience
• •Connection
• •Quality

Best Practices

• •Create a Brand Voice Guide: Document the proposed tone (Empowering, Sincere, Courageous) and values. Include a "words we use" list (e.g., strength, journey, resilience, story, carry, emblem) and a "words we avoid" list (e.g., cheap, trendy, stuff, just). Share this with anyone who writes for the brand.
• •Focus on "You": Frame your copy to speak directly to the customer. Instead of "Our pins are great for…," write "You can wear this pin to remind yourself of…" This makes the message personal and empowering.
• •Tell the Story Behind the Pin: Every product description and social media post is an opportunity to tell a micro-story. Don't just describe the pin's physical features; explain the meaning and feeling it's intended to evoke.
• •Lead with Emotion, Support with Detail: Start your copy with the emotional benefit (e.g., "A symbol of your resilience"). Follow up with the practical details (e.g., "Made from durable hard enamel, 1.5 inches tall, with two rubber clutches for security").
• •Maintain Consistency Across All Channels: The empowering and sincere voice used in an Instagram post should match the tone of a product description, an email newsletter, and any customer service responses. Regular audits of your content can ensure this consistency is maintained.

Social Perception

The goal is to be perceived as more than just a pin shop. Brave Heart Pins should be seen as a source of meaningful tokens and talismans. Customers should feel that buying a pin is an act of self-love or a thoughtful gesture for a loved one going through a specific life event. The brand should be perceived as authentic, empathetic, and inspiring.

Copy Examples

• •Introducing 'The Key' pin. A reminder that you hold the power to unlock your own potential. Wear it as a symbol of the doors you've opened and the ones you have the courage to walk through next. #BraveHeartPins #UnlockYourCourage
• •Why 'Brave Heart'? Because we believe bravery isn't about being fearless. It's about feeling the fear and doing it anyway. It’s showing up for yourself on hard days. It’s choosing hope. Each pin we design is a small tribute to that big strength inside you. What does a brave heart mean to you?
• •For the days when your challenges feel like mountains. This pin is a tangible reminder of your own strength and resilience. Crafted from hard enamel with a polished gold finish, it’s designed to be a durable emblem of every obstacle you've overcome. Pin it to your jacket, backpack, or banner, and carry your story of perseverance with you.
• •Every brave heart has a story. We want to hear yours. Tell us about a time you had to dig deep and find your courage. Your journey could be the inspiration someone else needs to see today. #BraveHeartStory
• •A little courage for your inbox. This week, we're celebrating the quiet victories. Plus, take a first look at our new 'Resilience' collection, designed for the heart that keeps beating, no matter the storm.