Brand Tone

Mystical & Edgy, Enthusiastic & Appreciative, Direct & Informative (with a personal touch), Community-Oriented

Brand Values

• •Cruelty-Free & Vegan
• •Alternative Aesthetics
• •Pigmentation & Quality
• •Individuality & Self-Expression
• •Small Business Support (owner's perspective)

Best Practices

• •Develop a "Brand Voice" Document: Clearly define the brand's personality, key vocabulary (e.g., "magick," "coven," "enchant," "void"), and no-go words/phrases. Share this with anyone creating content.
• •Embrace the Niche: Consistently use language and imagery that resonates with the gothic, witchy, and alternative audience. Authenticity is key in niche markets.
• •Balance Edge with Approachability: While the aesthetic is dark and edgy, the communication can still be friendly and appreciative. Avoid alienating potential customers with overly aggressive or unhelpful tones, especially in customer service.
• •Transparency is Key (Especially for Small, Indie Brands): If challenges arise (like shipping delays, which were a past issue), communicate proactively and honestly, reinforcing the "single-person, disability-owned" aspect if it impacts operations, as currently stated in the FAQ. This can foster understanding and patience if done well.
• •Engage Authentically: Respond to comments and messages in the established brand voice. Personal touches, where appropriate (like the owner's notes on TikTok or the FAQ), can strengthen the connection with the community, but ensure customer service issues are handled professionally and efficiently.

Social Perception

Positive (unique aesthetic, product quality, vegan/cruelty-free), Negative (past issues with order fulfillment and customer service), Divided (dedicated following vs. dissatisfied customers)

Copy Examples

• •Product Launch (Instagram/Facebook): "Unleash your inner enchantress ✨ Our NEW 'Midnight Bloom' palette has manifested! 12 spellbinding shades, from deepest void to shimmering nebula. Vegan, cruelty-free, and ready to create pure magick. What masterpiece will you conjure? Show us with #HexBabyMagick! 🔮"
• •Website Homepage Banner: "HEX BABY BEAUTY: Where shadows dance and beauty is an art form. Explore our cruelty-free, vegan elixirs for the uniquely bold."
• •TikTok Video Caption (Product Application): "Serving some serious sorcery with our Lucid Liners 🐍💧 Watch this look come to life! So vibrant, it's practically glowing. What color should we hex-periment with next? Let us know, lovelies! 👇 #HexBabyBeauty #GraphicLiner #WitchyVibes"
• •Email Newsletter Subject Line: "A Little Bit of Magick Just For You, Hex Baby ✨" (Body could include new arrivals, restock alerts, or a personal note from the owner).
• •Customer Appreciation Post (Instagram Story): "Your creations leave us spellbound! 🤩 Seeing @[customer_username] rock our 'Coffin Kiss' lipstick gives us life! Tag us in your #HexBabyLooks to be featured, our beautiful coven! Your support means the underworld to this one-witch show!🖤"