Brand Tone

Aspirational, empowering, and meticulously organized. The voice is friendly and relatable, yet polished and professional, balancing the founder's personal journey with product excellence. It speaks to the goal-oriented and self-improving "that girl" archetype from a supportive and encouraging standpoint.

Brand Values

• •Empowerment and Ambition
• •Faith and Gratitude
• •Quality and Functionality
• •Community

Best Practices

• •Lead with "Why," Not Just "What": Instead of just listing features (the "what"), start with the benefit (the "why"). Don't just sell a planner; sell the feeling of control, the achievement of a dream, or the peace of an organized mind.
• •Weave the Founder's Story into the Narrative: Periodically reference the brand's origins, values of faith, and perseverance. This reinforces authenticity and builds a stronger emotional connection than a faceless corporation could. Use phrases like "Our journey began with..." or "A lesson I learned while building this business..."
• •Use a Vocabulary of Empowerment: Incorporate powerful and encouraging words into your copy. Use verbs like design, create, empower, achieve, build, transform, and inspire. Address the customer as a capable and ambitious individual.
• •Maintain a Consistent Aesthetic and Voice Across Platforms: The clean, aspirational visuals on Instagram should match the tone of the practical, encouraging advice on TikTok and the polished, professional feel of the website. The voice should always be recognizably Evette's: supportive, faithful, and motivating.
• •Engage as a Mentor and a Community Leader: Frame your communication as a dialogue. Ask questions in social media captions ("What's the #1 goal you're tackling this month?"). Answer customer service inquiries with the personal touch of the founder. This reinforces the brand's community-centric and approachable perception.

Social Perception

The public perception is largely positive, viewing the brand as a source of high-quality, comprehensive organizational tools with excellent customer service. Products are seen as detailed and functional investments. The brand is aspirational yet attainable, with a strong, relatable founder identity that reinforces its values.

Copy Examples

• •Your future is an unwritten page. Make it a masterpiece. The 2026 By Evette Santos planner isn't just about scheduling your days; it's about designing your life. With goal trackers, financial worksheets, and space for your biggest dreams, this is the year you stop waiting and start doing. Ready to write your next chapter? Tap to order.
• •From my hands to yours! Every order is packed with love and a prayer that it helps you get one step closer to your goals. Thank you for trusting me with your journey! 🙏✨ #smallbusiness #planneraddict #organization #goalgetter
• •Hi [Name], The year is half over, but your journey is just getting started. This is the perfect moment to pause, reflect, and realign. Open up your planner, review your vision board, and ask yourself: What have I accomplished? What's next? Remember why you started. Every small step is progress. You've got this.
• •Plan. Execute. Empower. The tools you need to build the life you deserve. Shop our collection of planners and journals.
• •Feeling stuck? It's time to take back control. Our latest blog post breaks down 5 simple, actionable steps to boost your productivity. It all starts with a plan. #ProductivityTips #GoalSetting #HowToPlan #ByEvetteSantos