Brand Tone

Aspirational, yet relatable and friendly; encouraging, positive, and gentle. The language is polished but not overly formal, creating a feeling of a trusted friend sharing her favorite things.

Brand Values

• •Family-centric
• •Creating Beauty in the Everyday
• •Tradition and Homemaking
• •Authenticity and Trust
• •Positivity

Best Practices

• •Use Warm and Inclusive Language: Employ words like "we," "our," and "us" to foster a sense of community. Address the audience directly with "you" and "your" to create a personal connection.
• •Maintain a Positive and Encouraging Voice: Frame content around solutions, joy, and inspiration. Even when discussing challenges, focus on the positive outcomes or lessons learned rather than dwelling on the negative.
• •Keep it Aspirational but Grounded: While the visuals should be beautiful and polished, the copy should remain relatable. Mentioning small, everyday moments or feelings can make the aspirational content feel more attainable.
• •Tell a Story: Instead of just presenting a product or an idea, weave it into a personal narrative. Sharing the "why" behind a recipe, a décor choice, or a trip makes the content more engaging and memorable.
• •Ensure Visual and Textual Harmony: The bright, clean, and warm aesthetic of the photos should be mirrored in the copy. The text should feel as calm, organized, and pleasant as the images it accompanies.

Social Perception

Perceived as a source of inspiration for creating a picturesque and loving family life, a 'Pinterest-perfect' mother and homemaker who provides achievable, aspirational content. The brand is seen as a trustworthy influencer in the domestic lifestyle space with a loyal, supportive community.

Copy Examples

• •Bringing a little sunshine to our kitchen table with this simple lemon tart. It's amazing how a few fresh ingredients can turn an ordinary afternoon into a sweet memory. The perfect treat for sharing with the little ones! Find the full recipe on the blog today.
• •Finally found the perfect spot for this vintage-inspired mirror. It’s the little details that truly make a house feel like a home. What’s one piece in your home that you absolutely treasure?
• •Watching them play in the garden, dressed in these timeless pieces, feels like a scene from a storybook. We love finding clothes that are as beautiful and durable as they are classic. So excited to partner with [Brand Name] to share our new favorites for a sun-drenched summer.
• •Our latest family adventure is on the blog! We discovered the most charming coastal town with quiet beaches and sweet little shops. Sharing all our tips for a peaceful and memorable getaway with your favorite people.
• •Feeling so grateful for this community. I'll be answering your questions about motherhood, home routines, and our favorite family recipes this evening. Swipe up to ask me anything!