Brand Tone

Anticipatory & Playful

Brand Values

• •Discovery & Novelty
• •Quality & Craftsmanship
• •Joy & Celebration
• •Exclusivity

Best Practices

• •Create a Brand Voice Chart: Define your brand voice with core attributes (e.g., Playful, Whimsical, Premium, Welcoming) and provide 'do' and 'don't' examples for each. For instance: Do use vibrant, sensory words. Don't use corporate or overly formal language.
• •Use Storytelling: Share the story behind your candies. Are they from a small village in France? Made by a local artisan? Stories create an emotional connection and reinforce the value of discovery and craftsmanship.
• •Maintain Consistency Across All Channels: Your website copy, social media captions, email newsletters, and even packaging should all speak with the same voice. An inconsistent tone can confuse customers and weaken brand trust.
• •Engage with Your Audience Playfully: When responding to comments or questions on social media, maintain the brand's playful and friendly tone. Use emojis, witty replies, and a personal touch to build a community.
• •Let Visuals and Copy Work Together: Your brand’s visual identity—colors, fonts, and photography—should match your verbal tone. Bright, colorful visuals will complement a playful voice, while more muted, elegant visuals might suit a more luxurious tone.

Social Perception

Currently, the social perception of the brand is non-existent, which is a significant strategic advantage. The brand has full control over the narrative it wants to build. The goal is to be perceived as a premium, exciting, and modern candy retailer that offers a unique experience. By leveraging pre-launch marketing effectively, the initial perception can be one of high demand and buzz, making the official launch a significant event.

Copy Examples

• •The sweetest secret is almost out. We're busy unwrapping something special just for you. Get on the list to be the first to taste the magic. #CandyStore #OpeningSoon #SweetAnticipation
• •It’s here! Your quest for the extraordinary ends now. Welcome to Candy Store, where every piece is a little burst of happiness. Dive in and discover your new favorite treat.
• •Don’t just taste the flavor, experience it. These aren’t your average gummy bears. Bursting with real fruit juice and a sprinkle of sour magic, each one is a tiny adventure for your taste buds. Chewy, tangy, and irresistibly fun.
• •You’re in! As promised, you get first dibs. For the next 24 hours, the store is yours. Use code SWEETWELCOME for 15% off your first order and discover the treats we’ve been hiding. Happy hunting!
• •We’re getting ready for our next secret candy drop! What are you craving? [Poll: Gummy & Chewy vs. Rich & Chocolatey]. Your vote helps us uncover the next sweet surprise!