Brand Tone

Conscious and Passionate, Informative and Educational, Approachable and Friendly, Transparent, Inclusive

Brand Values

• •Ethical Commitment
• •Sustainability
• •Inclusivity
• •Accessibility
• •Community-Centered
• •Canadian-Made

Best Practices

• •Develop a Brand Voice Guide: Document your brand's tone (conscious, approachable, informative, passionate, inclusive), key messaging points, preferred terminology (e.g., "UrthFam," "Canadian-made"), and things to avoid. Share this with anyone creating content.
• •Prioritize Value-Driven Language: Consistently weave your core values (ethical, sustainable, inclusive, Canadian-made, community) into your copy, whether it's product descriptions, social media, or blog posts.
• •Be Authentic and Transparent: Share the "why" behind your brand. Talk openly about your mission, your makers, and even the challenges. This builds trust and resonates with conscious consumers.
• •Educate and Empower: Use your copy as an opportunity to inform your audience about the benefits of sustainable and ethical fashion, empowering them to make conscious choices. Avoid jargon where possible, or explain it clearly.
• •Engage and Build Community: Use inclusive and inviting language. Ask questions, encourage dialogue, and make your audience feel like they are part of a movement (the "UrthFam"). Respond to comments and messages in a tone consistent with your brand.

Social Perception

Positive and Value-Aligned, Trusted Source for Conscious Shopping, Community Engaged, Niche but Growing Awareness

Copy Examples

• •Homepage Banner: "Wear Your Values. Discover Canadian-made, sustainable style that’s kind to the planet and empowers communities. Welcome to the UrthFam!"
• •Product Description (for a bamboo t-shirt): "Meet your new everyday favourite. Crafted with love in Canada from incredibly soft, breathable bamboo, this tee isn't just a style statement – it's a choice for a greener wardrobe. Feel good, look good, do good. #MadeInCanada #SustainableFashion"
• •Social Media Post (Instagram/Facebook): "Did you know? The fashion industry is one of the biggest polluters. But together, we can make a difference! Choosing ethically made pieces from sustainable fabrics, like our latest [Product Name] collection, is a small step with a big impact. Learn more about our commitment to the planet on our blog (link in bio!). #UrthStyle #ConsciousConsumer #EthicalFashionCanada"
• •Email Newsletter Snippet: "Hey UrthFam! This week, we're shining a spotlight on [Canadian Designer Name], the amazing talent behind our popular [Product Name]. Discover their story and how they're helping us build a more sustainable and inclusive fashion future in Canada. Plus, get an exclusive 10% off their collection this week only!"
• •"About Us" Page Excerpt: "It started with a simple idea: fashion that doesn’t cost the Earth, or the people who make it. As a proud Canadian business, we’re passionate about bringing you timeless, gender-neutral pieces made right here at home, using materials you can feel good about. Join us in weaving a better future, one garment at a time."