Brand Tone

Calm, Aspirational, and Helpful.

Brand Values

• •Intentional Living (丁寧な暮らし)
• •Simplicity and Minimalism
• •Digital Efficiency and Creativity
• •Empowerment through Organization

Best Practices

• •Use a Gentle and Encouraging Vocabulary: Employ words like "gentle," "calm," "simple," "intentional," and "mindful." Frame suggestions as invitations ("Let's find joy...") rather than commands.
• •Maintain a Clean Visual and Textual Layout: Just as the brand's photos are uncluttered, the copy should be easy to read. Use ample white space, short paragraphs, and bullet points to break up text, especially on the blog and in newsletters.
• •Focus on the "Why" Behind the "How": Don't just explain how to organize a shelf; explain the feeling of peace it brings. Connect every tip and product to the core values of intentionality, calm, and empowerment.
• •Speak from a Personal, Authentic Perspective: Use "I" and "my" to maintain the personal blog feel. Share personal experiences, like in the post about the brand's evolution, to build a stronger connection with the audience. This makes the aspirational lifestyle feel more achievable.
• •Ensure Consistency Across All Platforms: While the format may change (e.g., short captions on TikTok vs. longer blog posts), the core tone and values must remain the same. Every piece of copy, from a video title to a product description, should feel like it comes from the same calm, helpful source.

Social Perception

Followers view the creator, haru, as a reliable and authentic source of inspiration for a minimalist lifestyle and home organization. The aesthetically pleasing content is frequently praised. The brand is seen as an expert in iPad utilization for productivity and creativity. Comments and engagement on social media show that users appreciate the clear tutorials and tips for apps like GoodNotes, Notion, and Procreate. The expansion into selling digital stationery appears to be well-received. The brand justifies its pricing by committing to better products and dedicated customer support, which builds trust with purchasers.

Copy Examples

• •Welcome calm and clarity into your 2025. Our new digital planner is thoughtfully designed to help you organize your thoughts, track your goals, and find joy in your daily rhythm. Every page is a clean slate for a more intentional you. Tap the link in our bio to begin your journey. #DigitalPlanner #GoodNotes #IntentionalLiving
• •From chaos to calm. Watch how this cluttered drawer transforms with just a few simple steps. The secret? Purposeful placement. Find your peace in organization. ✨ #OrganizationHacks #ASMR #MinimalistHome #CleaningMotivation
• •Subject: More life, with less. Inside our latest blog post, we explore how letting go of possessions can make room for what truly matters. Discover the freedom of a minimalist mindset and take the first step towards a simpler, more meaningful life. Read now on kurashikiroku.com.
• •A simple iPad trick to make your digital notes beautiful. ✨ Swipe up for the full tutorial on our blog and unlock your creative potential. #iPadTips #Studygram #DigitalNotes
• •My favorite cleaning cloths. They are gentle, effective, and align with our philosophy of using beautiful, durable items in the home. I've been using them for months, and they make daily chores feel like a small ritual. See why I love them at the link in my bio. #FavoriteThings #MinimalistKitchen #CleanWithMe