Brand Tone

Inspiring, Welcoming, and Knowledgeable

Brand Values

• •Community
• •Quality
• •Connection with Nature

Best Practices

• •Lead with "Why," Not Just "What": Instead of just listing product features, start with the emotional benefit. For example, instead of "We sell durable patio furniture," use "Create a backyard oasis that lasts a lifetime with our durable patio collections." This aligns with the aspirational tone.
• •Use Community-Centric Language: Employ words like "us," "we," "together," and "your." Phrase marketing as an invitation to join a community, not just a transaction. (e.g., "Join our community of plant lovers" vs. "Buy our plants").
• •Educate and Inspire in Every Piece of Content: Whether it's a social media post, a product description, or an email, include a small tip, a fun fact, or an inspiring idea. This reinforces the brand’s position as a knowledgeable guide.
• •Maintain a Consistent Visual Aesthetic: Ensure all photography and graphics reflect the brand's calm, natural, and high-quality feel. The visual tone is just as important as the written one. The images on the website and social media should feel cohesive and instantly recognizable as Fora's.
• •Develop a Brand Voice Guide: Create an internal document that outlines the brand's tone, key messaging pillars, and "words we use/words we don't use." This ensures that anyone writing copy—from social media managers to customer service reps—does so in a unified voice.

Social Perception

Positive and Trusted

Copy Examples

• •Headline: Make your summer memories here. Caption: Your backyard is more than just a space; it's the scene for future stories. From quiet morning coffees to lively evenings with friends, let's make it unforgettable. Explore our new outdoor living collection online and in-store. #ForaOutdoor #OutdoorLiving #PatioSeason
• •Headline: Your Outdoor Sanctuary Awaits. Sub-headline: From vibrant perennials to handcrafted furniture, find everything you need to create a space where memories are made.
• •Subject: ✨ VIP Exclusive: First Look at Our Rare Tropicals + A Gift For Your Garden!
• •Headline: Learn, Create, and Grow with Us. Body: Unleash your inner gardener! Our new season of workshops is here. Whether you're a floral fanatic or a budding green thumb, we have a spot for you. Limited spaces available – book your experience today! #ForaWorkshops #DIY #GardenCommunity
• •Description: The art of expression, told through flowers. Our floral artisans craft unique bouquets for every occasion, from 'just because' to 'I do.' Discover the secret language of flowers with Fora Floral Boutique. #WeddingFlowers #FloralDesign #BouquetInspo