Brand Tone

Inspirational, Empowering, Mindful, and Authentic.

Brand Values

• •Courage
• •Sustainability & Environmental Stewardship
• •Ethical Production & Fair Labor
• •Empowerment (especially of women)
• •Quality & Craftsmanship
• •Transparency
• •Intentional Living

Best Practices

• •Develop a Brand Voice Guide: Document the core characteristics of your brand's tone (e.g., Inspirational, Empowering, Mindful, Authentic) with clear dos and don'ts and example phrases. Share this with anyone creating content.
• •Always Circle Back to Core Values: Before writing, briefly revisit the brand's core values (Courage, Sustainability, Empowerment, Quality, Ethics). Ensure the copy, whether for a product description or a social media post, naturally reflects one or more of these values.
• •Understand Your "Intentional Woman" Avatar: Deeply understand the target audience – her aspirations, challenges, and what motivates her. Write as if speaking directly to her, using language that resonates with her mindful and empowered lifestyle.
• •Prioritize Authenticity and Transparency: Avoid jargon or overly polished corporate speak. Use genuine language that reflects the handcrafted nature of the products and the personal story behind the brand. If discussing sustainability or ethical practices, be specific and transparent.
• •Maintain Consistency Across All Channels: Ensure the tone used on the website, social media, email newsletters, and even customer service interactions is harmonious. Regular review and internal feedback can help maintain this consistency.

Social Perception

Carry Courage is generally perceived very positively by customers and ethical lifestyle bloggers. Customers highly value the quality, durability, and unique design of the cork-based products. The brand is seen as a genuine and committed leader in the sustainable and ethical fashion space. The founder's story and the brand's mission to empower women resonate well with their audience. They are recognized for excellent customer service and a personal touch. The brand is viewed as trustworthy, aligning its actions (material sourcing, production) with its stated values.

Copy Examples

• •Product (New Bag Launch): "Meet the 'Resilient' Tote – more than just a bag, it's a daily companion for the woman who navigates life with grace and strength. Crafted from sustainable cork and designed for your intentional journey. Carry your essentials, carry your story, Carry Courage."
• •Social Media (Inspirational Post): "Courage isn't the absence of fear, but the beautiful act of moving forward despite it. What brave step are you taking today? #CarryCourage #LiveIntentionally #EmpoweredWomen"
• •Email Marketing (Brand Story Snippet): "From a spark of passion to a community of courageous women, our journey is woven with intention and a deep respect for our planet. Discover the heart behind every handcrafted piece and join us in making a difference, one beautiful, sustainable choice at a time."
• •About Us Page Excerpt: "We believe in fashion that feels good, inside and out. That's why every Carry Courage piece is ethically handcrafted in our Portland studio, using innovative, earth-kind materials. It’s our commitment to you, and to a world that values both people and planet."
• •Promotional Ad (Focus on Values): "Choose sustainability without sacrificing style. Choose empowerment with every purchase. Choose to Carry Courage. Our ethically made cork bags are designed for the conscious woman ready to make her mark. Shop the collection and wear your values."