Brand Tone

Approachable, passionate, authentic, friendly, personal, transparent, candid, and humorous.

Brand Values

• •Artisanal Quality and Creativity
• •Transparency and Safety
• •Sustainability
• •Community and Connection
• •Resilience and Passion

Best Practices

• •Lead with Passion: Always let the genuine love for candle making and creative scents shine through. Use enthusiastic and descriptive language to talk about the products.
• •Stay Personal and Authentic: Continue sharing the journey of being a one-person, veteran-owned business. People connect with the person behind the brand. Use "I" and "my" to maintain that personal connection.
• •Emphasize Quality and Safety: In product descriptions, social media posts, and all marketing materials, consistently mention the high-quality, safe, and sustainable ingredients. This builds trust and justifies the handcrafted nature of the products.
• •Engage the "Foodie" Niche: Consistently use the tagline "The Candles for Foodies" and create content that speaks directly to this audience. Run polls asking for the next "food" scent or share content that pairs candles with culinary themes.
• •Balance Professionalism with Personality: While the social media presence can be candid and fun, ensure the website and product descriptions remain polished and professional. The tone is friendly, not sloppy. Check for grammar and clarity to maintain brand credibility.

Social Perception

Overwhelmingly positive, seen as a genuine and trustworthy small, veteran/woman-owned business to support. Valued for its unique, highly-scented, food-themed candles, transparency about ingredients, and strong community presence.

Copy Examples

• •Your weekend brunch cravings, now in a candle. 🥞✨ Introducing our Blueberry Pancakes candle, handcrafted to look and smell just like the real thing. We pour each one by hand using clean-burning soy wax, so you can fill your home with the scent of sweet, fluffy goodness without any of the bad stuff. Ready to make your space smell delicious? Tap to shop! #TheCandlesForFoodies #HandmadeWithLove #VeteranOwned
• •From my hands to your home. ❤️ As a one-woman, veteran-owned business, every single candle is a labor of love. I started Burns Well, LLC to share my passion for creating safe, beautiful, and amazingly scented products that bring joy. That’s why I only use American-grown soy wax and phthalate-free fragrances. Thank you for supporting this dream and helping me give back to the community. #SmallBusinessJourney #MadeInRVA #CleanBurning
• •RVA friends! Catch Burns Well, Co. at the Lakeside Farmer's Market this Sunday from 11-3! Come smell our best-selling 'Saturday Morning' candle in person and say hi! Your support means the world to this small business. Can't wait to see you there! #RVAMarket #ShopLocalRVA #CandleMaker
• •The Candles for Foodies. Hand-poured, creatively designed, and incredibly scented. Discover home fragrance that looks as good as it smells. Veteran-owned and operated.
• •Sophisticated, warm, and inviting. Our Tobacco & Vanilla candle from the Dapper Collection is a timeless classic. Rich notes of vanilla bean, tobacco leaf, and warm spices create an earthy and comforting aroma. Poured in a sleek tin, it's the perfect touch of understated elegance for any room. Like all our candles, it's made with clean-burning soy wax and phthalate-free fragrance.