Brand Tone

Personal & Relatable, Inspiring & Aspirational, Helpful & Informative, Warm & Welcoming, Passionate & Enthusiastic, Bohemian & Natural

Brand Values

• •Authenticity
• •Empowerment
• •Community
• •Quality & Craftsmanship
• •Natural Beauty/Care
• •Joy & Adventure
• •Family & Connection

Best Practices

• •Embrace Shanti's Voice (where appropriate): Continue to leverage Shanti's personal story and authentic voice, especially for the Bali lifestyle and entrepreneurial content. Use 'I' and share personal anecdotes to maintain that relatable connection.
• •Speak the Language of 'Krullenbollen': Use terminology familiar to the curly hair community (CGM, co-wash, plopping, frizz-free, definition, etc.). Show understanding of their specific challenges and triumphs.
• •Weave in Warmth and Positivity: Ensure copy is encouraging, uplifting, and makes people feel good about their curls and their aspirations. Avoid overly technical or clinical language.
• •Maintain Visual-Verbal Harmony: Ensure the copy reflects the visual aesthetic – natural, slightly bohemian, warm, and authentic. The language should complement the images and videos shared.
• •Segment but Connect: While there are two main product/service lines (curly hair and Bali), find ways to subtly connect them through the overarching themes of natural living, authenticity, joy, and Shanti's personal brand. For instance, a post could be 'My CGM-approved travel essentials for a Bali trip.' This reinforces the holistic nature of Casa Krullenbol.

Social Perception

Trusted Resource for Curly Hair (CGM), Inspirational Figure (Shanti), Source of Unique, Bali-Inspired Goods, Positive & Supportive Community

Copy Examples

• •Unlock your best curls yet! ✨ Our new [Product Name] gel gives you definition that lasts, without the crunch. Made with love and 100% CGM-approved ingredients, because your curls deserve to shine, naturally. Ready for a good curl day, every day? #CasaKrullenbolCurls #CGMethod #HappyCurls
• •Bring a piece of Bali's soul into your home. 🌿 Each of our 'Pulau' cushions is handcrafted by artisans in Bali, carrying a story of tradition and sunshine. Perfect for adding that warm, boho touch you've been dreaming of. Limited pieces available. Shop with heart. #CasaKrullenbolHome #BaliInspired #HandmadeWithLove #InteriorTreasures
• •Island humidity and curls can be a wild ride! 😅 But finding my simple CGM routine with [Brand's Product] has been a game-changer here in Bali. More time for family adventures, less time fussing with frizz. What are your go-to tricks for happy curls in any climate? Share below! 👇 #KrullenbolLife #BaliCurls #CGJourney #ShantisTips #LivingTheDream
• •Dreaming of Bali? 🌴 I've poured my heart and all I've learned from our family's journey into this new guide: 'Your Bali Adventure Awaits!' Stop just dreaming and start planning – I'll show you how, step-by-step, from visa tips to hidden gems. Let's make your Bali dream a reality. ✨ [Link] #CasaKrullenbolTravels #BaliLife #FollowYourDreams #NewBeginnings
• •Welcome to Casa Krullenbol – your home for happy curls and a touch of Bali magic! 💖 Whether you're starting your Curly Girl journey, looking for unique, handcrafted treasures, or dreaming of a life less ordinary, you're in the right place. Join our amazing community! #CasaKrullenbol #CurlyCommunity #BaliVibes #BeYourself