Brand Tone

Aspirational, spiritual, and supportive. Also informative and educational.

Brand Values

• •Spirituality & Mindfulness
• •Empowerment & Self-Care
• •Authenticity & Quality
• •Education & Guidance
• •Community & Connection
• •Joy & Love

Best Practices

• •Create a Brand Voice Guide: Document the key elements of your brand's tone (e.g., aspirational, spiritual, supportive, informative), including do's and don'ts, preferred vocabulary (e.g., "journey," "energy," "spirit," "empower"), and examples. Share this with anyone creating content.
• •Embody the Values: Ensure all copy genuinely reflects the brand's core values of spirituality, empowerment, authenticity, education, and community. Let these principles guide the messaging.
• •Speak to Your Audience's Aspirations: Understand that customers are likely seeking more than just a product; they're looking for meaning, healing, and connection. Frame your copy to resonate with these deeper desires, using language that inspires and uplifts.
• •Educate with Empathy: When providing information about crystals, do so in a supportive and accessible way. Avoid jargon where possible, or explain it clearly. The goal is to empower customers with knowledge, not overwhelm them.
• •Maintain Consistency Across Platforms, Adapt for Nuance: While the core tone should remain consistent, allow for slight variations to suit the specific platform. For example, TikTok can be more informal and trend-driven than a product description on the website, but the underlying spiritual and supportive essence should still shine through. Regularly review content across all channels to ensure alignment.

Social Perception

Generally positive, aspirational, with an engaged community and emerging trust. Customers appreciate the beauty, quality, meaningful and spiritual aspects of the products.

Copy Examples

• •Instagram Post (Image: Sunlit Rose Quartz): "Bask in the gentle glow of Rose Quartz. ✨ Let its loving energy open your heart and invite compassion, for yourself and others. What intentions are you setting for self-love today? #ChrystalsByCharlotte #RoseQuartz #HeartChakra #CrystalHealing #SelfLoveJourney"
• •Product Description (Amethyst Necklace): "Embrace tranquility and heightened intuition with our Serene Spirit Amethyst Necklace. Each hand-selected amethyst is a beacon of calm, guiding you towards inner peace and spiritual clarity. Wear it as a daily reminder to trust your journey. Discover its magic. #AmethystJewelry #SpiritualConnection #FindYourCalm"
• •Email Subject Line (for new collection): "Unlock Your Inner Radiance ✨ New Arrivals for Your Spiritual Toolkit!" Email Body Snippet: "Dearest soul, we're thrilled to unveil our latest collection, intuitively curated to support your path to empowerment and joy. Each piece whispers ancient wisdom and loving energy. Find the crystal that calls to you..."
• •TikTok Video Script (Showcasing a crystal grid): Visual: Hands arranging crystals in a grid. Voiceover (warm, gentle): "Feeling scattered? Try creating a crystal grid to amplify your intentions. Today, we're focusing on clarity and abundance with Clear Quartz and Citrine. What energies are you calling in? Let us know! 👇 #CrystalGrid #Manifestation #SpiritualTools #ChrystalsByCharlotte #EnergyHealing"
• •Website Banner (Homepage): "Adorn Your Spirit. Discover crystals and handcrafted jewelry designed to elevate your energy and illuminate your path. Your journey to healing and empowerment starts here."