Brand Tone

Empowering, Nurturing, and Knowledgeable

Brand Values

• •Empowerment through Knowledge
• •Back to Basics & Natural Ingredients
• •Community & Support
• •Entrepreneurial Spirit

Best Practices

• •Lead with "You": Always center the customer in the narrative. Frame copy around what *they* can achieve, learn, or create with the brand's products and support.
• •Use Empowering & Action-Oriented Language: Employ verbs like "create," "learn," "build," "discover," and "unleash." This reinforces the brand's value of empowerment and inspires action.
• •Maintain a Personal, Approachable Voice: Write as if you are offering advice to a friend. Use "we" to refer to the brand, and don't be afraid to let Sue's passion and voice shine through in communications.
• •Educate, Don't Just Sell: Every piece of copy is an opportunity to share knowledge. Whether it's the benefit of an essential oil or a tip for packaging, providing value builds trust and reinforces the brand's expert status.
• •Highlight the "Why" Behind Natural: When promoting products, explain the benefits of using natural ingredients. Connect the "back to basics" philosophy with tangible outcomes like healthier skin, environmental consciousness, and peace of mind.

Social Perception

Niche and Trust-Based

Copy Examples

• •Headline (Website/Facebook): "From Passion to Product. Your journey into natural crafting starts here. We provide the ingredients, knowledge, and support—you bring the magic."
• •Instagram Post: "Ever dreamt of creating your own signature soaps? ✨ Our Beginners Soap Making Workshop is the perfect place to start. Learn the art of cold process and melt & pour in a hands-on, supportive class. Leave with the skills to launch a hobby or a business! Link in bio to book your spot. #SoapMaking #DIYBeauty #EarthAndThyme"
• •Product Description (for a raw ingredient like Shea Butter): "Unleash your creativity with our pure, unrefined Shea Butter. Known for its incredible moisturizing properties, it's the perfect foundation for your lotions, creams, and body butters. Ethically sourced and full of natural goodness for skin you'll love. What will you create today?"
• •Email Newsletter Subject: "Ready to Build Your Dream? New Business Courses Inside!" Body Snippet: "Hi [Name], at EARTH & THYME, we believe in empowering creators. That's why we're thrilled to announce our new Business 101 for Crafters course, designed to help you turn your beautiful products into a thriving brand. [Learn More]"
• •Facebook Ad (targeting local entrepreneurs): "Stop dreaming, start making. EARTH & THYME in Somerset West is your one-stop shop for high-quality soap and candle making supplies. We support local businesses with everything from raw ingredients to expert advice. Shop online for nationwide delivery! [Shop Now]"