Brand Tone

Curated & Thoughtful, Minimalist & Modern, Warm & Appreciative, Story-Oriented, Playful & Innovative

Brand Values

• •Quality Craftsmanship
• •Curation & Discovery
• •Joy in the Everyday
• •Global & Cross-Cultural Appreciation
• •Storytelling
• •Authenticity

Best Practices

• •Develop a Brand Voice Chart: Clearly define your brand's personality traits (e.g., warm, sophisticated, minimalist, curious), the corresponding tone (e.g., inviting, clear, uncluttered, evocative), and provide "do" and "don't" examples for vocabulary and phrasing.
• •Focus on "Why," Not Just "What": Instead of only describing a product's features, weave in the story behind its creation, the artisan who made it, or the inspiration it draws from. This aligns with the "story-oriented" value.
• •Use Warm and Inclusive Language: Employ words that create a sense of welcome and connection (e.g., "discover," "joy," "share," "we believe"). Avoid overly technical jargon unless it's essential and explained.
• •Maintain Visual and Textual Harmony: Ensure the copy's tone aligns with the visual aesthetic. For Common Things, this means clean, concise, and thoughtful copy that complements the minimalist and modern visuals.
• •Prioritize Authenticity and Transparency: When highlighting products from independent makers or global sources, be genuine about their origins and the values (like craftsmanship or cultural appreciation) they represent. This builds trust and reinforces the brand's core principles.

Social Perception

A niche, design-conscious brand offering high-quality, unique items. Customers likely perceive it as a place to find distinctive gifts or home decor that isn't mainstream. The price point suggests a target audience that values design and uniqueness and is willing to pay a premium for it, though not at ultra-luxury levels. It leans towards attainable quality and design.

Copy Examples

• •Instagram Post (New Product - Ceramic Mug): Morning rituals, made a little brighter. ✨ This hand-thrown ceramic mug, by artisan [Artisan Name], feels like a warm hug on a cool day. Each piece tells a story of dedication and craft. Discover the story behind your new favorite mug on our site. #CommonThings #HandcraftedHome #MorningJoy #SupportSmallMakers #UniqueFinds
• •Website Banner (Homepage): Discover Uncommon Goods for Your Everyday. At Common Things, we search the globe for unique, beautifully crafted items that bring joy and story into your home. Explore the collection.
• •Email Subject Line (New Collection): New Treasures Have Arrived | Stories Woven into Every Object. Email Body Snippet: We believe the best things in life have a story to tell. Our latest collection, curated with love from our travels and discoveries, is full of pieces that do just that. From hand-poured candles that evoke distant lands to textiles rich in tradition, find something that speaks to you.
• •Product Description (Woven Basket): More than just storage, this intricately woven basket is a testament to timeless skill. Crafted by a women's collective in [Region], each purchase supports their community and preserves an ancient craft. Let it hold your common things, and in doing so, become an uncommon treasure in your home.
• •"About Us" Snippet (Social Media Bio): Curating unique, thoughtfully designed goods that tell a story and bring joy to your everyday. Discover uncommon things for your home and life. ✨ NYC | Shop Online.