Brand Tone

Aspirational & Elegant, Inspiring & Creative, Warm & Welcoming, Helpful & Guiding, Modern & Stylish

Brand Values

• •Quality
• •Style
• •Curation
• •Customer Expression/Personalization
• •Inspiration
• •Accessibility/Affordability

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of your brand's tone (e.g., elegant, inspiring, warm), including 'do's and don'ts' for language, specific words to use or avoid, and the overall feeling you want to evoke. Share this with anyone creating content.
• •Focus on 'You' and 'Your': Center the copy around the customer and their aspirations for their home. Phrases like 'your unique style,' 'elevate your living spaces,' and 'help you create' make the message more personal and engaging.
• •Use Evocative and Sensory Language: Instead of just describing a product, describe the experience or feeling it brings. Words like 'luxurious,' 'captivating,' 'cozy,' 'serene,' and 'vibrant' can help create the desired aspirational and elegant tone.
• •Maintain Visual and Textual Consistency: Ensure that the tone of the copy aligns with the visual aesthetic of the website and social media. If the visuals are modern and minimalist, the copy should reflect that with clarity and sophistication, avoiding overly casual or cluttered language.
• •Tell a Story: Whether it's the story of a product's craftsmanship, how an item can transform a space, or the brand's passion for curated design, storytelling makes the brand more relatable and memorable, reinforcing its values and aspirational tone. For instance, highlighting the 'ever-changing array of our favorite things' creates a sense of discovery and personal touch.

Social Perception

Niche & Boutique, Style-Focused, Trusted for Curation, Aspirational Brand

Copy Examples

• •Instagram Post (Showcasing a new vase collection): Breathe new life into your space. ✨ Our latest collection of artisan vases has arrived, each piece curated to tell a story of elegance and unique style. Discover the perfect silhouette to hold your blooms or stand alone as a statement. Tap to shop and let your home reflect you. #HomePlusHome #ElevateYourEveryday #CuratedDecor #ModernVase #HomeStyling
• •Website Banner (Homepage): + Home: Where Style Lives. Explore our handpicked collection of decor and accessories, designed to transform your house into a home you adore. Quality, inspiration, and your unique personality, beautifully combined.
• •Email Subject Line (Promoting a sale or new arrivals): Your Home, Elevated: New Arrivals + Special Treats Inside! Email Body Snippet: At + Home, we believe every corner of your space deserves to shine. That's why we're thrilled to introduce our newest curated finds – from luxurious textiles to captivating art pieces. Plus, for a limited time, enjoy [discount/offer] to help you create the home of your dreams.
• •Product Description (For a 'Johnny Was Laurel Canyon Cozy Blanket'): Wrap yourself in the art of comfort with the Johnny Was Laurel Canyon Cozy Blanket. More than just a throw, it's an invitation to unwind in style. Featuring [specific details about pattern/material], this piece brings a touch of bohemian elegance and unparalleled softness to your favorite relaxing spot. Curated by + Home to make your personal sanctuary truly special.
• •"About Us" Page Snippet (Reinforcing values): At + Home, your home is our passion. We don't just sell decor; we offer carefully selected pieces that inspire creativity and speak to your individual style. From timeless essentials to unique statement items, our collection is an ever-evolving journey into beautiful living. Let us help you craft a space that's authentically, wonderfully you.