Brand Tone

Positive, inspirational, supportive, encouraging, empathetic, community-fostering, empowering, approachable, friendly, and deeply personal, aiming to connect emotionally.

Brand Values

• •Mental Health Advocacy
• •Self-Love and Self-Care
• •Community and Connection
• •Empowerment
• •Creativity and Originality

Best Practices

• •Always Lead with Empathy: Every piece of copy, from social media captions to product descriptions, should reflect an understanding and compassionate perspective towards the customer's journey with mental health.
• •Use "You" and "We" to Foster Community: Address the audience directly using "you" to make the message personal. Use "we" and "our community" to reinforce the sense of belonging and shared experience.
• •Incorporate User-Generated Content and Testimonials: Sharing customer stories and photos authentically reinforces the brand's impact and builds social proof, showing real-world examples of the brand's values in action.
• •Maintain a Positive and Uplifting Vocabulary: Consistently use words that are hopeful, encouraging, and empowering. Avoid clinical or overly technical jargon, keeping the language accessible and relatable.
• •Be Authentic and Transparent: Share the brand's story and mission regularly. Being open about the "why" behind Candid Society helps to build a deeper, more trusting relationship with the audience.

Social Perception

Perceived as a source of inspiration and motivation, a positive, community-oriented brand, and a valuable tool for mental wellness, with a strong local Puerto Rican identity.

Copy Examples

• •Your daily reminder to breathe and take it one step at a time. You are exactly where you need to be. ✨ #CandidSociety #UnDiaALaVez #MentalWellness
• •Surround yourself with positivity. Our waterproof, sun-resistant stickers are here to give you that little push you need, every single day. ☀️ Shop your daily inspiration now. #CandidSociety #PositiveVibes #MentalHealthMatters
• •Your mind is a garden, and your thoughts are the seeds. You can grow flowers or you can grow weeds. Our 'Cerebro Floreciendo' sticker is a beautiful reminder that growth is a process, and it’s okay to be a work in progress. Let it inspire you to cultivate a positive mindset. #SelfGrowth #Mindfulness #CandidSociety
• •Note to self: My peace comes first. 💖 #MentalPeace #SelfCare #Journaling #CandidSociety
• •A little something to make you smile... Hey [Name], we know life can be tough, but so are you. We wanted to share a little dose of inspiration with you today. Remember to be kind to yourself. P.S. Here's a look at some of our new arrivals designed to empower you on your journey.