Brand Tone

Empathetic, Hopeful, Authentic, Warm, Encouraging, Personal, Relatable, Compassionate, Uplifting, and Community-focused.

Brand Values

• •Advocacy
• •Community
• •Authenticity
• •Hope
• •Giving Back

Best Practices

• •Lead with Empathy: Always start from a place of understanding. Use "we" and "you" to create a direct, personal connection. Frame messages around shared human experiences rather than just product features.
• •Speak from the Founder's Voice: Channel the authentic, vulnerable, and hopeful tone of Elizabeth Polanco. Whether writing a product description or a social media post, ask, "Does this sound like a supportive friend sharing their experience?"
• •Balance Storytelling with Selling: The product is a vehicle for the mission, not the other way around. Always link the jewelry back to its purpose—as a reminder, a symbol, or a conversation starter. The story behind the piece is its most important feature.
• •Uphold the Community Focus: Use inclusive and empowering language. Refer to customers as a "community," "warriors," or "survivors." Encourage user-generated content and interaction to reinforce the sense of a shared journey.
• •Be Consistently Hopeful, Not Performative: The brand's optimism must be grounded in reality. Acknowledge that bad days happen but emphasize resilience and strength. Avoid clichés or toxic positivity. The tone should be one of gentle encouragement, not demanding happiness.

Social Perception

Perceived as a trusted ally and genuine advocate in mental health, a safe space for conversation. Customers see purchases as personal statements and contributions to a greater cause, fostering high trust and loyalty due to the brand's warmth, authenticity, and consistent messaging.

Copy Examples

• •For an Instagram Post (Image of the "Breathe" necklace): Some days, the world feels too loud. In those moments, let this be your anchor. A simple reminder to pause, inhale, and just be. You are stronger than your anxious thoughts. Wear this as your promise to give yourself grace. #LinkOfHearts #MentalHealthAwareness #JustBreathe
• •For a Facebook Ad (Carousel showing different products and a smiling customer): You are not alone in this fight. At Link of Hearts, we create more than just jewelry; we create symbols of strength, hope, and community. Each piece is a conversation starter and a daily reminder that your story matters. A portion of every purchase supports mental health charities. Find your link today.
• •For a Website Product Description ("Warrior" Bracelet): For the days you feel like fighting and the days you need to be reminded you're a fighter. The Warrior Bracelet is for you. Forged with intention, this piece represents the quiet strength it takes to face each day. It’s a tribute to your resilience, your journey, and the warrior within. You've survived 100% of your worst days. You've got this.
• •For an Email Newsletter Subject Line: A Reminder for the Hard Days... Email Body: Hi [Name], we know life can be overwhelming. We wanted to land in your inbox today with a simple message: your journey is valid, and your strength is incredible. Remember to be kind to yourself. As part of our community, you're helping to break the stigma, one conversation at a time. Thank you for being here.
• •For a YouTube Video Title/Description: Title: My Story with Anxiety & How I'm Finding Hope Description: Sharing my own mental health journey isn't easy, but I do it so that even one person might feel less alone. In this video, I get real about my struggles with anxiety and what helps me through. Our brand, Link of Hearts, was born from this journey. It's my promise to keep the conversation going. // Shop the collection & support mental health: [link]