Brand Tone

Conscious & Mindful, Ethical & Transparent, Warm & Approachable, Aspirational & Serene, Informative & Passionate

Brand Values

• •Sustainability
• •Ethical Production
• •Craftsmanship & Quality
• •Conscious Consumption
• •Beauty & Aesthetics
• •Well-being & Mindfulness

Best Practices

• •Develop a Brand Voice Guide: Document key tone attributes (e.g., warm, mindful, informative), preferred vocabulary (e.g., "conscious," "considered," "handcrafted," "sustainable"), and things to avoid (e.g., overly technical jargon, hype-driven language).
• •Storytelling is Key: Consistently weave in the "why" behind the brand and products. Share stories about the artisans, the sustainable materials, and the lifestyle you're promoting. This reinforces values and maintains an authentic tone.
• •Visual Consistency Reinforces Tone: Ensure that imagery and design elements across all platforms align with the desired tone. For Cloud Commons, this means maintaining the natural, calm, and minimalist aesthetic which supports their mindful and ethical messaging.
• •Emphasize Benefits Beyond the Product: Connect products to the emotional and ethical benefits they offer – creating a peaceful home, supporting artisans, making sustainable choices. This elevates the copy beyond simple descriptions.
• •Engage Authentically: When interacting with customers (comments, DMs, emails), maintain the same warm, approachable, and helpful tone. Personal touches and genuine care will solidify the brand's perceived values.

Social Perception

A trusted source for high-quality, aesthetically pleasing, and ethically produced homewares for individuals who value sustainability and conscious living. Customers likely perceive the brand as authentic, purpose-driven, and aligned with a slower, more intentional lifestyle.

Copy Examples

• •Instagram Post (New Ceramic Mug): "Sip consciously. ✨ Our new Sol Angled Mugs are handcrafted with intention, designed to bring a moment of calm to your morning ritual. Made from the earth, for your home. Discover the story behind each piece on our website. #CloudCommons #HandmadeCeramics #EthicalHome #MindfulLiving"
• •Email Subject Line (New Collection): "Weave nature into your home 🌿 Discover our latest arrivals." Email Body Snippet: "Welcome warmth and sustainable style into your space with our newly curated collection. Each piece, from our organic cotton throws to our recycled glassware, is chosen with care for its beauty, craftsmanship, and gentle footprint on the earth. Create your considered home with Cloud Commons."
• •Product Description (Recycled Glass Tumbler): "Beauty in imperfection, sustainability in every sip. These unique tumblers are hand-blown from recycled glass, giving new life to old materials. Perfect for your everyday hydration or for sharing moments with loved ones. By choosing these, you're not just adding a beautiful piece to your collection, but supporting a cycle of conscious creation."
• •Website Homepage Banner: "Crafted for a Considered Home. Explore Ethically Sourced & Sustainable Homewares."
• •"Our Story" Snippet for Social Media: "From our home to yours, Cloud Commons began with a simple desire: to live more consciously and surround ourselves with beauty that doesn’t cost the earth. Join us on this journey of discovering handcrafted, sustainable treasures that tell a story. #EthicalLiving #SustainableJourney #ArtisanMade"