Brand Tone

friendly, helpful, enthusiastic, and relatable

Brand Values

• •Customer Focus & Support: The brand emphasizes providing excellent customer service and helpful advice. They offer free plant care guides and encourage customers to reach out with questions, even if they don't make a purchase. They also have a clear guarantee and returns policy, aiming for customer satisfaction.
• •Passion for Plants & Community: The founder's genuine love for plants is a core element, aiming to "enable your addiction too" and positions plants as therapeutic. They engage with the plant community, evidenced by conducting surveys like "The Great NZ Indoor Plant Parent Survey".
• •Quality Products & Knowledge Sharing: Love That Leaf offers a curated selection of plant care products and emphasizes providing the necessary supplies and advice for healthier plants. They stock reputable brands and also create their own custom potting mixes.
• •Supporting Local (NZ): The brand proudly identifies as 100% NZ owned and operated and expresses a desire to support other local NZ businesses and products.
• •Stress-Free Plant Care: A key message is making indoor plant care easy and enjoyable, removing the guesswork for plant owners.

Best Practices

• •Speak Like a Friend: Use conversational, approachable language. Address the customer directly (e.g., "plant friend," "you," "your plants"). Avoid overly formal or technical jargon where simpler terms will do.
• •Embrace Enthusiasm & Passion: Let your genuine love for plants shine through. Use positive and encouraging words. Share personal anecdotes or relatable plant parent struggles.
• •Be Genuinely Helpful: Focus on providing solutions and demystifying plant care. Offer clear, actionable advice. Anticipate customer questions and answer them proactively in your copy.
• •Maintain a Consistent Voice (Anna's Voice): Since "Anna" is so central to the brand's perception, ensure all copy reflects her helpful, knowledgeable, and friendly persona. This creates a sense of personal connection.
• •Inject (Appropriate) Humor & Relatability: Don't be afraid to be a little playful or acknowledge the common quirks of being a plant owner (like plant "addiction" or talking to your plants). This makes the brand more memorable and engaging.

Social Perception

Customers consistently praise Anna for exceptional customer service, going above and beyond, and providing helpful information and instructions. Many reviews mention Anna by name, indicating a personal connection. The website and Anna are seen as a fantastic source of information, especially for new plant parents. The plant care guides are a valued resource. Customers report that their plants are thriving using products from Love That Leaf, particularly mentioning potting mixes and fertilizers. The brand is perceived as a "go-to shop" for plant needs, with customers expressing they "don't look anywhere else". Fast shipping and careful packaging are also frequently mentioned. The personal touch, including handwritten notes and funny emails, contributes to a positive perception.

Copy Examples

• •New plant parent jitters? We get it! Our 'No-Stress Starter Kit' has everything you need (and nothing you don't) to kickstart your leafy love affair. Plus, Anna's always here for your SOS plant questions!
• •Is your Fiddle Leaf Fig throwing a tantrum? Don't despair, plant friend! Our expert--and-easy-to-understand care guides will turn that frown upside down (on both you and your plant!).
• •Warning: Our potting mixes are so good, your plants might just start demanding sunglasses and tiny deck chairs. Packed with all the good stuff for happy roots and luscious leaves!
• •Spotted a suspicious bug? Before you panic, check out our pest control solutions and handy guides. We'll help you send those unwelcome guests packing, gently and effectively!
• •From one plant addict to another, welcome! At Love That Leaf, we're all about sharing the joy of happy, healthy houseplants. Find your next plant care obsession right here – your indoor jungle will thank you!