Brand Tone

Serene, Elegant, and Aspirational

Brand Values

• •Inspired by Nature
• •Timeless Quality
• •Mindful Simplicity
• •Authentic Connection

Best Practices

• •Create a Brand Lexicon: Develop a list of on-brand words (e.g., "timeless," "serene," "glow," "treasure," "tidal," "whisper") and off-brand words (e.g., "cheap," "trendy," "loud," "bling"). Use this lexicon to guide all writing.
• •Prioritize Poetic Simplicity: Keep sentences clear and concise, but infuse them with gentle, evocative language. The goal is to sound elegant, not overly complex. Metaphors related to the ocean, sun, and sand are always on-brand.
• •Tell a Story, Don't Just Sell: Frame product descriptions and social media posts within the larger brand narrative. Instead of just listing features, describe the feeling or inspiration behind the piece. For example, a pearl necklace isn't just a pearl necklace; it's a "treasure from the ocean's depths."
• •Maintain a Consistent Voice Across All Platforms: While the format may change (e.g., a short TikTok caption vs. an email), the core tone must remain the same. The voice on a playful platform like TikTok should be a slightly more personal version of the elegant brand voice, not a completely different personality.
• •Amplify the Customer's Voice: Actively integrate customer testimonials and photos into the marketing copy. When reposting user content, use captions that express gratitude and reinforce the sense of a shared community (e.g., "Seeing our treasures find their home with you. ✨"). This validates the brand's quality and builds social proof.

Social Perception

BY TIDE is perceived as a premium, trustworthy, and aesthetically pleasing independent brand, known for high-quality and durable, beautiful and delicate designs, excellent customer service, and an aspirational yet attainable luxury.

Copy Examples

• •Golden hour, captured. Our Amalfi Necklace is crafted to carry the sun's gentle glow with you, long after the tide has gone out. A timeless treasure for everyday elegance.
• •Inspired by the serene rhythm of the waves and the hidden treasures they leave behind, our new collection has arrived. Discover handcrafted pieces designed to connect you to the sea, each one a simple, elegant reminder of ocean-side calm. Explore the collection.
• •Effortless Elegance, Inspired by the Sea. Discover timeless, handcrafted jewelry designed to be worn and treasured. Made for moments of quiet beauty.
• •From our hands to yours. ✨ #handcraftedjewelry #smallbusiness #packingorders #tidejewelry
• •Curate your timeless look with delicate layers of gold and pearl. Our ocean-inspired jewelry is designed for effortless, everyday styling. Find your simple statement piece at bytide.co. | Minimalist Jewelry | Gold Necklaces | Pearl Earrings | Handcrafted