Brand Tone

warm, inviting, personal, and passionate

Brand Values

• •Quality and Craftsmanship: Emphasized through "hand poured in small batches," "every aspect is touched by hand," and the use of "premium-grade fragrance oils."
• •Natural and Eco-Friendly: A core value is the use of "all natural, eco-friendly soy wax derived from American grown soybeans," "lead-free cotton wicks," and ensuring candles are "non-toxic."
• •Evoking Experiences and Memories: The brand aims to create products that "remind you of one of your favorite journeys," linking scents to travel and personal experiences.
• •Customer Connection and Local Focus: The company highlights its St. Louis roots, its team, and fosters a connection with its customers through its retail store and online presence.
• •Passion for Scent and Travel: The founder's genuine passion for creating scents that transport and delight is a driving force behind the brand.

Best Practices

• •Embrace Storytelling: Connect your product descriptions and social media posts to the experiences, memories, or travel destinations that inspire the scents. Use narrative to draw customers in.
• •Highlight Natural Quality and Craftsmanship: Consistently mention the eco-friendly soy wax, hand-poured process, and premium ingredients. This reinforces value and trustworthiness.
• •Use Warm and Evocative Language: Employ sensory words that describe the feeling and atmosphere your candles create (e.g., "inviting," "cozy," "radiant," "serene," "journey").
• •Maintain a Personal and Approachable Voice: Write as if you're sharing a passion with a friend. Use "we" and "our" to foster a sense of community and behind-the-scenes connection.
• •Focus on the "Glow" Experience: Whether it's the physical glow of the candle or the emotional glow it inspires, tie your copy back to the uplifting and positive experience the brand aims to deliver. Ensure consistency across all platforms, from product labels to Instagram captions.

Social Perception

Glow Candle Company is perceived positively by its customers and the local community. They are seen as a provider of high-quality, beautifully scented candles that are eco-friendly. Customers appreciate the long burn times and the unique fragrances that evoke pleasant memories or a sense of travel. The brand is viewed as trustworthy and friendly, with a charming local store presence. There's a sense of supporting a passionate, small business that cares about its products and customers.

Copy Examples

• •Lost in Wanderlust? Found in Fragrance. Let our 'Coastal Breeze' soy candle carry you to sun-drenched shores and salty air. Hand-poured in St. Louis, your escape is just a flicker away.
• •Crafted with Care, Scented with Soul. Each Glow Candle is a labor of love, made with natural soy wax and premium oils. Discover the difference passion makes. #HandmadeLuxury #StLouisMade
• •Transform Your Home into Your Haven. Unwind with the inviting aroma of our 'Cabin Getaway' candle. Rich, warm, and endlessly cozy – because every day deserves a touch of Glow.
• •The Perfect Gift? A Journey in a Jar. Share the magic of travel-inspired scents. Our eco-friendly soy candles are thoughtfully created to spark joy and delightful memories.
• •From Our Hands to Your Home. We pour more than just wax; we pour our hearts into every candle. Experience the warmth and wonder of Glow Candle Company – where every scent tells a story.