Brand Tone

personal, passionate, and welcoming

Brand Values

• •Eco-Consciousness
• •Handcrafted Quality
• •Customer Well-being
• •Founder-Led Passion

Best Practices

• •Always Tell the Story: Weave the founder's journey and the "why" behind the brand into product descriptions, social media, and marketing emails. Reminding customers that the products are born from passion and a desire to be eco-friendly reinforces brand values.
• •Use "You" and "I/We": Maintain the personal and direct tone. Address the customer as "you" and speak from the company's perspective as "I" (referencing the founder) or "we." This builds a relationship, not just a transaction.
• •Focus on the Experience, Not Just the Features: Instead of just saying "soy wax," explain the benefit: "a cleaner, eco-friendly burn." Instead of listing scent notes, describe the feeling they evoke: "transform your living room into a serene escape."
• •Emphasize Core Values in Every Communication: Every piece of copy should touch on at least one core value: handcrafted quality, eco-consciousness, or customer well-being. This repetition solidifies the brand's identity in the customer's mind.
• •Maintain a Consistent Visual Identity: When/if social media is developed, ensure the photography and design aesthetic match the brand's tone: clean, warm, natural, and slightly upscale. Visuals should reflect the handcrafted, eco-friendly, and serene qualities of the products.

Social Perception

A potential customer visiting the site would likely perceive the brand as a small, trustworthy, and mission-driven business specializing in high-quality, eco-friendly home fragrance products. The personal story from the founder, Tiara, fosters a sense of authenticity that larger, faceless corporations lack. The "luxury" positioning combined with the "handcrafted" and "eco-friendly" values appeals to a conscious consumer looking for a premium, artisanal product.

Copy Examples

• •Handcrafted for your home, with the planet in mind. Discover our eco-friendly soy candles and transform your space into a sanctuary.
• •Unwind and let go. Our new Lavender Serenity candle is hand-poured in small batches using 100% natural soy wax. Born from a fascination with the science of scent, this candle is more than a fragrance—it's an invitation to find a moment of peace in your busy day. Light it and let the calming aroma work its magic.
• •It all started with a passion for candles and a promise to be eco-friendly. I'm Tiara, the founder of Essential Aromas, and since 2020, I've been handcrafting every candle with the simple goal of bringing you a beautiful, high-quality scent that's kinder to our world.
• •Your weekend escape is just a light away. ✨ Our #staycation candle features calming notes of jasmine and lily of the valley, designed to help you mentally check out, no packing required. What's your favorite scent for relaxing at home? #EssentialAromas #SoyCandles #HandPouredWithLove #EcoFriendlyLiving #SelfCareSunday
• •A note from our founder + a scent for your sanctuary.