Brand Tone

Empathetic, Supportive, Professional, Informative, Accessible, Inclusive, Encouraging, Hopeful, Calm, Reassuring

Brand Values

• •Client Well-being & Safety
• •Empathy & Compassion
• •Professionalism & Expertise
• •Accessibility & Inclusivity
• •Destigmatization of Mental Health
• •Empowerment
• •Community & Psychoeducation

Best Practices

• •Develop a Brand Voice Guide: Clearly document the brand's tone (e.g., empathetic, professional, supportive), key messaging points, preferred vocabulary (and words to avoid), and provide examples. This should be shared with anyone creating content.
• •Prioritize Empathy and Understanding: In all communications, whether marketing copy, product descriptions, or customer service interactions, lead with empathy. Understand the potential emotional state of the audience, especially given the mental wellness focus.
• •Ensure Clarity and Accessibility: Use clear, straightforward language. If technical terms are necessary (e.g., for therapeutic benefits of a product), explain them simply. Continue the practice of providing bilingual content if the product audience aligns.
• •Maintain Professionalism While Being Approachable: Balance a knowledgeable, expert tone with warmth and approachability. Avoid overly clinical or jargon-heavy language that might alienate users. The content should feel like it's coming from a trusted, caring professional.
• •Review and Align Regularly: Periodically review all content across platforms (website, social media, product packaging, emails) to ensure it consistently reflects the defined brand tone and values. As the product line launches, ensure its messaging aligns seamlessly with the established 'Counselling with GC' brand.

Social Perception

Largely positive; Gurleen Chopra is perceived as a knowledgeable, approachable, and caring professional; her efforts to provide resources in Punjabi are particularly well-received; the brand is seen as a safe and reliable source of mental health information and support.

Copy Examples

• •Nurture your inner peace. Our guided journal offers a gentle space to explore your thoughts, cultivate self-compassion, and rediscover your strength. Begin your journey to a more mindful you, one page at a time. #SelfCareJourney #MindfulMoments
• •Feeling overwhelmed? Find your calm amidst the chaos. Our expertly blended aromatherapy roll-on is crafted with natural essences to soothe your senses and ease tension. Your pocket-sized partner for moments of peace. #StressRelief #NaturalWellness
• •Empower your day, in the language of your heart. Discover daily affirmations in English and Punjabi to inspire resilience, hope, and positive self-talk. Your daily dose of strength and encouragement. #Affirmations #PositiveMindset #MentalWellnessForAll
• •Transform your mornings, transform your life. Our practical guide helps you build a mindful morning routine that reduces stress and sets a positive tone for your day. Learn simple techniques to start your day with clarity and intention. #MindfulLiving #WellnessGuide #ProfessionalSupport
• •Wrap yourself in warmth and tranquility. Our special blend of calming herbs is thoughtfully selected to help soothe your mind and body after a long day. Sip, breathe, and reconnect with your inner peace. #HerbalTea #RelaxAndUnwind #SafeSpace