Brand Tone

Authentic, Nurturing, and Relatable

Brand Values

• •Handmade Craftsmanship
• •Natural & High-Quality Ingredients
• •Sustainability
• •Community & Connection
• •Creating a Sanctuary

Best Practices

• •Always Write from the Founder's "I" Perspective: Use a personal, first-person voice in social media and email marketing. Phrases like "My latest creation," "What I’m working on this week," or "Thank you for supporting my dream" reinforce the authentic, person-driven nature of the brand.
• •Focus on the "Why" Before the "What": Instead of just listing product features, start with the benefit. For example, instead of "Contains lavender essential oil," write "Find your moment of calm with soothing lavender." This connects the product to the customer's emotional needs.
• •Use Sensory and Nurturing Language: Incorporate words that evoke feelings of comfort, care, and tranquility. Use terms like sanctuary, pure, gentle, handcrafted, nourishing, soothing, vibrant, refreshing, and inviting.
• •Maintain a Consistent "Handmade" Lexicon: Always use terms that emphasize the craft. Phrases like small-batch, hand-poured, made with love, from our workshop to your home, and crafted by hand should be woven into product descriptions, social posts, and the website's "About Us" page.
• •Be Transparent and Vulnerable (Especially on Social Media): Continue sharing the real-life ups and downs of running the business. This vulnerability is the brand's superpower—it builds a strong, loyal community that feels connected to the brand's story and is more forgiving and supportive than customers of a faceless corporation.

Social Perception

The public perceives LemonMoon as a trustworthy, high-quality small business with a strong personal touch. Customers are not just buying a product; they are supporting a person and her dream. The brand is seen as a source for natural, lovingly crafted products that are safe for the family and home. Its local presence in Sheridan as a candle shop adds a layer of community credibility. The transparency on TikTok about business and personal life fosters a loyal and supportive following that is invested in the brand's success.

Copy Examples

• •Wash away the day's stress. Our new Lavender & Chamomile bath bombs are handcrafted in small batches, blending pure essential oils and natural butters to soothe your skin and calm your mind. Because you deserve a moment of pure tranquility. #LemonMoon #HandmadeWithLove #SmallBatchSkincare #SelfCareSunday #BathtimeSanctuary
• •Headline: Clean Home, Clear Conscience. Body: Tired of harsh chemicals in your laundry? LemonMoon's PureHaven detergent is made with simple, powerful ingredients that are gentle on skin and tough on stains. Plus, our eco-friendly refill packs help reduce plastic waste. Make the switch to a healthier, happier home. Shop our starter bundle and save 15%!
• •Subject: A Note From My Kitchen Table (and a little treat for you!) Snippet: This week was a whirlwind of soap-making and school runs! As a thank you for being on this journey with me, here’s a special offer just for my email family...
• •Title: Lemon & Mint Linen & Room Spray - Your Daily Refresh. Description: Instantly transform any room into a vibrant sanctuary. Hand-poured in our Wyoming workshop, this spray combines zesty lemon and cool mint essential oils to eliminate odors and uplift your spirits. Made with just three natural ingredients, it’s the purest way to brighten your home, your linens, and your day. Safe for family, pets, and planet.
• •Visual: A fast-paced video showing the owner juggling making soap while her toddler plays nearby. Text: 'They say you can't do it all...' -> 'But you can do your best.' -> 'And some days, your best is making soap with one hand and building blocks with the other.' -> 'Thanks for supporting this mom-run dream.' Caption: Some days are easier than others. Every single order makes this beautiful chaos possible. Thank you! 🙏 #momsoftiktok #smallbusinessowner #soapmaking #anxiety #lemonmoonproducts