Brand Tone

passionate, empowering, community-focused, heartfelt, mission-driven, educational, encouraging, inclusive, warm, and approachable

Brand Values

• •Representation and Diversity
• •Empowerment and Pride
• •Inclusivity and Empathy
• •Community and Accessibility
• •Family and Legacy

Best Practices

• •Lead with the 'Why': Always connect the message back to the founding story and mission. Whether announcing a sale or a new book, frame it within the context of why MiJa Books exists: to diversify bookshelves for the next generation. This personal, mission-driven narrative is your strongest asset.
• •Use Empowering and Affirming Language: Employ words like "empower," "celebrate," "pride," "amplify," and "inspire." The copy should make parents and educators feel they are making a positive, impactful choice for their children.
• •Speak Directly to Your Community: Use a warm, inclusive, and personal tone. Address your audience as fellow parents, educators, and community members on a shared journey. Use "we" and "our" to foster a sense of belonging. Phrases like "Happy Reading!" add a personal touch.
• •Highlight Inclusivity and Multilingualism: Regularly and explicitly mention the breadth of your collection—including bilingual/Spanish titles and books featuring Black, Latinx, Asian, Indigenous, LGBTQ+, and disabled characters—to reinforce the core value of inclusivity for all.
• •Balance the Personal Story with Professional Expertise: While the founders' story is key, also highlight the brand's expertise and recognition (e.g., "curated collection," "partnered with over 150 schools," "acclaimed by the LA Times"). This builds trust and positions MiJa Books as both a passion project and a professional, reliable resource.

Social Perception

Overwhelmingly positive and emotional, with customers expressing profound gratitude and relief. Often described as an "invaluable resource," providing "affirmations" and "positivity." Schools praise its "commitment and intentionality." While largely positive, a minority has criticized its focus on non-white characters, which the founders acknowledge while remaining committed to their mission.

Copy Examples

• •Headline: See the world in their stories. Body: Every child deserves to see themselves as the hero. Our mission began with a single bookshelf for our daughter and grew into a community for all families seeking to fill their homes with stories that reflect the beautiful diversity of our world. Discover books that empower, inspire, and build a more empathetic generation. #MiJaBooks #RepresentationMatters #DiverseBooks #KidsLit
• •Headline: Your School Book Fair, Reimagined. Body: Remember the magic of the school book fair? We do too. That's why we're bringing it back, but with a difference. MiJa Books partners with schools to create book fairs where every child feels seen. Our curated collections are multicultural, multilingual, and filled with characters that reflect your students' lives and cultures. Let's make reading a true reflection of our community. Partner with us today! #BookFairs #BilingualEducation #InclusiveClassrooms
• •Headline: Welcome to Our Bookshelf. Body: It started with a simple wish: for our daughter to see her own story on the page. We couldn't find those books, so we created a place to share them. MiJa Books is more than a store; it’s a celebration of heritage, a resource for families, and a community built on the power of representation.
• •On-screen text: "Finding books with characters that look like my kids was a struggle... so we did something about it." (Transition to shots of the online store and happy kids) "Now, every story is an affirmation. ✨" Caption: Representation is everything. We're here to make sure every child's bookshelf is a mirror and a window. 💖 #DiverseReads #BIPOCAuthors #ChildrensBooks #MiJaBooks
• •Subject: A Story for Every Child Body: Dear [Name], When we started MiJa Books for our daughter, we learned something powerful: a book that reflects your child's world doesn't just teach them to read, it teaches them to be proud of who they are. This week, we're highlighting stories that celebrate natural hair, bilingual families, and the simple joy of being a kid. We hope you find a new treasure that helps the children in your life feel truly seen.