Brand Tone

Spiritual, Empowering, and Inclusive

Brand Values

• •Authenticity & Respect
• •Spirituality & Connection
• •Well-being & Protection
• •Community

Best Practices

• •Embrace Spiritual Terminology Authentically: Continue using words like "Axé," "guia," "sagrado," and "conexão." Use them correctly and respectfully to maintain credibility with your knowledgeable audience.
• •Focus on "Why," Not Just "What": Instead of just describing a product (e.g., "blue bead bracelet"), explain its spiritual purpose (e.g., "a bracelet of Iemanjá's calming waves to bring you serenity"). The value is in the spiritual benefit.
• •Maintain an Empowering and Positive Voice: Frame all communication to uplift and empower. Use active, positive language. For instance, instead of "ward off negative energy," use "attract positive vibrations and create a shield of light."
• •Speak to the Community: Use inclusive language like "we," "our community," and "your journey." Acknowledge the shared beliefs and experiences of your customers to strengthen the sense of belonging. The phrase "povo do babado" is a great example of this.
• •Ensure Visual and Textual Harmony: The mystical, natural, and respectful aesthetic of your visuals on Instagram and your website should be mirrored in your copywriting. The words and images must work together to tell the same spiritual story.

Social Perception

Based on their online presence, MKaya is perceived as a niche, specialist brand for practitioners and enthusiasts of Afro-Brazilian religions. The customer base appears to be engaged and knowledgeable, seeking authentic products that resonate with their spiritual practices. The lack of public complaints suggests a generally positive or neutral reputation. The brand is seen as a provider of specialized, meaningful products rather than a mass-market commercial entity.

Copy Examples

• •Headline: Sinta a força que te guia. Body: Our new guide bracelets are more than an accessory; they are a shield of light and a constant reminder of your connection to the sacred. Each bead is a prayer, each color a path of Axé. Find yours. Call to Action: Discover your protection. Link in bio.
• •Headline: MKaya: Your Connection to the Sacred. Sub-headline: Perfumes, herbs, and artifacts consecrated with the Axé you need to open your paths and strengthen your faith.
• •Subject: Renew your energies with the power of the herbs. Body: Feeling drained? It's time for a spiritual cleanse. Our selection of ritual herbs is here to help you purify your energy, protect your spirit, and create a sanctuary of peace in your home. Call to Action: Shop Sacred Herbs Now.
• •TikTok Video Concept: (Video shows hands carefully blending oils to create a perfume) On-screen text: 'Crafting your protection, drop by drop. This is the magic of our Zé Pilintra perfume. For confidence, for open paths, for the strength to move forward.' Hashtags: #Mkaya #Axé #Umbanda #Proteção #ZéPilintra
• •Headline: For the fabulous people who are never alone. Body: You walk with your faith, your strength, and your guides. At MKaya, we create the tools to honor that journey. Find the instruments of your Axé. Offer: Get 10% off your first order.