Brand Tone

empathetic, humorous, and educational

Brand Values

• •Destigmatizing Mental Health
• •Promoting Self-Care and Self-Love
• •Authenticity and Vulnerability
• •Community and Connection
• •Purpose-Driven Commerce

Best Practices

• •Balance Humor with Empathy: While humor is a powerful tool for the brand, it should never overshadow the underlying message of empathy. The goal is to make people feel seen, not to make light of their struggles. Always pair a witty product name with a supportive and understanding description.
• •Weave in the 'Why': Connect every piece of copy back to the brand's core mission: destigmatizing mental health. Use phrases like 'Wear your story,' 'Start a conversation,' and 'A reminder you're not alone' to reinforce the purpose behind the products.
• •Use 'Insider' Language: Employ terms and phrases that resonate with the target audience (e.g., 'dissociate,' 'doomscrolling,' 'intrusive thoughts'). This creates a strong sense of community and shows that the brand genuinely understands their experiences. The blog is an excellent source for this language.
• •Maintain a Consistent Educational Voice: Ensure all educational content (blogs, resource guides) is well-researched, compassionate, and empowering. Cite sources where appropriate and always include a disclaimer to seek professional help, reinforcing the brand's responsible stance.
• •Show, Don't Just Tell, in Product Descriptions: Instead of saying a blanket is 'nice,' describe the *feeling* it provides. For example: 'Wrap yourself in a moment of calm with our 'Mental Health Matters' blanket—perfect for those days when you need a physical barrier from the world and a soft reminder to be kind to your mind.' This connects the product directly to an emotional benefit.

Social Perception

overwhelmingly positive, centered on high-quality products, excellent customer service, and a meaningful mission. Customers appreciate the brand's ability to connect on an emotional level, providing trust and reliability through quick shipping and accurate orders.

Copy Examples

• •Some mornings, the coffee isn't the only thing brewing. For days when your thoughts are on high-speed, wrap yourself in some comfort. Our 'Anxiety is Brewing' crewneck is a soft reminder that you're not alone in the chaos. Stay cozy, stay you. #MindLyssMoments #AnxietyIsBrewing #MentalHealthMatters #CozyChaos
• •Hey [Name], Ever have those days where 'fine' is the only word you can muster? We've been there. It's okay to not be okay. Our 'Cozy Chaos' collection was designed for exactly these moments—to bring a little comfort when the world feels loud. P.S. Our latest blog post, 'Emotional Regulation: Because Screaming Into the Void Isn't Always an Option,' is now live for when you need a little more than just a cozy sweater. [Link to Blog Post]
• •Wear Your Story. Break the Stigma. Your journey is valid. Your feelings are real. At MindLyssMoments, we create mindful designs that spark conversations and show support for mental wellness. From our 'Break the Stigma' totes to our relatable crewnecks, every piece is a statement of solidarity. Shop with purpose and support mental health today. [Link to Shop]
• •The 'Time to Dissociate' Comfort Crewneck. For when your brain decides to check out, but you still want to be cozy. Made from an ultra-soft cotton blend, this crewneck is your official uniform for navigating the fog and finding your way back. It’s more than just a sweater; it’s a permission slip to just *be*. A perfect piece of dark humor for those who get it. You’re not logging off, you’re just buffering.
• •It's okay to talk about the hard stuff. #MentalHealthAwareness #DontGhostYourFeelings #SelfCare #MindLyssMoments