Brand Tone

Friendly and Approachable, Helpful and Educational, Humorous and Relatable, Passionate and Enthusiastic, Trustworthy and Reassuring

Brand Values

• •Customer-centricity
• •Knowledge Sharing & Empowerment
• •Quality Products
• •Community Building
• •Supporting Local (New Zealand)
• •Stress-Free Plant Care
• •Honesty and Relatability

Best Practices

• •Embrace "Plant Friend" Persona: Consistently use a warm, approachable, and slightly informal tone, as if speaking to a fellow plant enthusiast. Address the customer directly.
• •Inject (Appropriate) Humor: Don't be afraid to use lighthearted jokes, relatable plant-parent struggles, and a bit of self-deprecating humor, similar to Anna's style.
• •Prioritize Helpfulness: Ensure that copy, even when promotional, offers genuine value, tips, or insights. Frame products as solutions to common plant care problems.
• •Share the Passion: Let genuine enthusiasm for plants and plant care shine through in the language used. Use descriptive and evocative words to describe plants and products.
• •Maintain Authenticity: Continue to share personal anecdotes and experiences (where appropriate) to build trust and relatability. Avoid overly corporate or generic language. Keep the "Anna @lovethatleaf" signature for a personal touch.

Social Perception

Highly Positive, Trusted Resource, Engaging and Personal, Community Focused

Copy Examples

• •Website Banner: "Killing plants? We've all been there! Let's turn that brown thumb green together. Stress-free plant care starts here, friend. :)"
• •Instagram Post: "Warning: Our new Foliage Focus might cause excessive leaf growth and uncontrollable squeals of plant-parent joy. 😉 Swipe to see the before & after and grab yours before your plants stage a protest! #HappyPlantsHappyLife #LoveThatLeaf"
• •Product Description (for a new potting mix): "Tired of soil that suffocates your green babies? So were we! This airy, chunky mix is like a luxury spa day for your roots. Expertly blended (by a self-confessed plant addict) to help your plants thrive, not just survive. Less guesswork, more growing!"
• •Email Subject Line: "Your plants called, they're hungry (and we've got the good stuff!) 🌿"
• •Facebook Ad: "Is your urban jungle feeling a bit...meh? 😕 We get it. At LoveThatLeaf, we're all about making plant care easy and FUN. Discover plant food that actually works, pots that make your plants pop, and advice that won't leave you scratching your head. Let's grow something amazing together! Shop now and get a free guide to happy houseplants."