Brand Tone

Empathetic & Supportive, Positive & Uplifting, Gentle & Kind, Inspirational & Motivational, Approachable & Friendly

Brand Values

• •Mental Health Advocacy
• •Positivity & Optimism
• •Self-Love & Acceptance
• •Kindness & Compassion
• •Community & Connection
• •Giving Back

Best Practices

• •Develop a Tone of Voice Guide: Internally document the key characteristics of the brand's voice (e.g., empathetic, uplifting, gentle) with examples of do's and don'ts. This ensures anyone writing copy understands the desired style.
• •Prioritize You Statements & Empathy: Address the audience directly and focus on their feelings, struggles, and aspirations. Use language that shows understanding and support (e.g., We know it can be tough, You deserve to feel good).
• •Infuse Positive Language Consistently: Even when addressing difficult topics like mental health struggles, frame the message with hope, solutions, and encouragement. Actively choose positive words and avoid overly negative or clinical language.
• •Align with Core Values in Every Message: Ensure that all copy, from product descriptions to social media posts, subtly or overtly reinforces the brand's core values like mental health advocacy, self-love, and kindness. The mission should shine through.
• •Maintain Authenticity and Sincerity: The tone should feel genuine and heartfelt, not forced or like a marketing gimmick. Share real stories (with permission) or relatable scenarios that resonate with the brand's purpose and audience experiences. Avoid jargon or overly complex language, keeping it accessible and human.

Social Perception

A brand with a meaningful mission, A source of comfort and encouragement, High-quality and comfortable, A way to express personal values, Trustworthy and authentic, Community-focused

Copy Examples

• •Instagram Post (Image: Person smiling, wearing a "You Are Enough" t-shirt): Just a gentle reminder today: You are enough, exactly as you are. ✨ Sometimes we need to wear our truths on the outside to let them sink in on the inside. Sending love and light your way. #YouAreEnough #SelfLoveJourney #EnlightenClothingCo #MentalWellness
• •Facebook Ad (Carousel featuring different designs): Wrap yourself in positivity. ❤️ Our latest collection is more than just clothing – it's a daily dose of encouragement, a reminder of your strength, and a beacon of hope. Each piece is designed to uplift your spirit and spread kindness. A portion of every purchase supports mental health initiatives. Shop the message, share the light. 👉 [Link to Shop]
• •Product Description (For a "Be Kind To Your Mind" Hoodie): Your mind is a garden. Tend to it with kindness. Our 'Be Kind To Your Mind' hoodie is a soft, cozy embrace for those days when you need an extra reminder to nurture your mental well-being. Crafted from premium, gentle fabric, it’s a wearable hug that speaks volumes. Let this be your go-to piece for comfort, reflection, and spreading a message that truly matters.
• •Email Newsletter Snippet (Subject: A Little Light for Your Inbox ☀️): Hi [Customer Name], In a world that often feels overwhelming, remember that taking a moment for yourself isn't selfish, it's essential. Whether it's a quiet cup of tea, a walk in nature, or simply breathing deeply, find what replenishes your spirit. Our community is all about finding and sharing those little sparks of light. P.S. See our new 'Grow Positive Thoughts' tee – it’s a perfect reminder!
• •Pinterest Pin Description (Image: Flat lay of a "Worthy" sweatshirt with a journal and pen): You are inherently worthy of love, happiness, and peace. Let our 'Worthy' sweatshirt be a comforting affirmation on your self-care journey. Perfect for quiet moments of reflection or as a soft statement to the world. #Worthy #SelfAcceptance #PositiveAffirmations #MentalHealthMatters #EnlightenYourWardrobe