Brand Tone

Warm and Friendly, Inspirational and Uplifting, Authentic and Sincere, Positive and Joyful

Brand Values

• •Kindness
• •Generosity/Giving Back
• •Community
• •Handcrafted Quality
• •Hope and Positivity

Best Practices

• •Always Circle Back to Kindness: Ensure that the core message of spreading kindness is woven into the copy, whether subtly or overtly. This is the brand's main differentiator.
• •Use Warm, Inclusive, and Positive Language: Avoid jargon or overly formal language. Opt for words that evoke feelings of comfort, happiness, and encouragement.
• •Highlight the "Why": Remind the audience of the brand's mission beyond just selling candles – specifically, the 10% donation to fight human trafficking and the encouragement of good deeds. This reinforces the brand's values and purpose.
• •Be Authentic and Transparent: Continue sharing the story of being a small business and the handcrafted nature of the products. Honesty builds trust and resonates with the brand's sincere tone.
• •Encourage Engagement and Community: Frame copy to invite interaction, sharing of kindness stories, and participation in the brand's mission. Use questions and calls to action that foster a sense of belonging.

Social Perception

A "Feel-Good" Brand, Trustworthy and Ethical, High Quality, Giftable, Purpose-Driven

Copy Examples

• •Instagram Post Caption: "Light up your home, and spark a little kindness. ✨ Each Continue Good candle comes with a simple way to brighten someone's day. What good will you continue today? #ContinueGood #SpreadKindness #HandmadeWithLove"
• •Facebook Ad Copy: "More than just a candle, it's an invitation to connect. Our hand-poured soy candles not only fill your space with beautiful fragrance but also inspire small acts of kindness. Plus, 10% of every purchase helps fight human trafficking. Shine a light, share the good. Shop now! [Link] #ContinueGoodCo #CandlesForACause #KindnessMatters"
• •Product Description Snippet (for a "Joy" scented candle): "Infuse your days with pure Joy! This uplifting blend is hand-poured with love, designed to brighten your space and remind you of the simple goodness in sharing a smile or a helping hand. Let the warm glow inspire your next act of kindness."
• •Email Subject Line for Weekly Encouragement: "A Little Spark of Goodness For Your Week ✨"
• •Pinterest Pin Description: "Cozy evenings, heartwarming scents, and a gentle nudge to spread a little good in the world. Our 'Comfort' candle is perfect for creating a peaceful sanctuary and inspiring kindness. Hand-poured, soy wax, and made with a mission. #ContinueGood #HyggeHome #ThoughtfulGifts #MakeADifference"