Brand Tone

Empowering, Natural, and Supportive

Brand Values

• •Authenticity
• •Natural Ingredients
• •Celebrating Curls
• •Simplicity
• •Empowerment

Best Practices

• •Create a Brand Voice Chart: Develop an internal document that clearly defines the brand's personality. List adjectives (e.g., "Empowering," "Supportive," "Authentic") and provide "We Say / We Don't Say" examples to guide all writers.
• •Focus on "You" and "Your": Center the customer in the narrative. Write copy that speaks directly to their needs, challenges, and aspirations (e.g., "Your curls will thank you," instead of "Our product is effective").
• •Highlight Benefits Over Features: Instead of just listing ingredients (a feature), explain the result they deliver (the benefit). For example, instead of "Contains Aloe Vera," write "Hydrates and soothes your scalp with natural Aloe Vera."
• •Tell a Story: Use the "About Us" page, blog posts, and social media to share the brand's origin, its mission, and customer success stories. A narrative helps build an emotional connection that a purely transactional site cannot.
• •Maintain Consistency Across All Channels: Ensure the tone, language, and core messages are the same everywhere—from the website's microcopy (like button text) to email newsletters and future social media profiles. This builds a cohesive and trustworthy brand identity.

Social Perception

Neutral to Non-Existent

Copy Examples

• •Your curls are unique. Your care should be too. Discover the natural ingredients that let your true texture shine.
• •Naturalcurlsgoods was born from a simple idea: curly and coily hair deserves care as authentic as it is. We skip the harsh chemicals and complicated routines, focusing on high-quality, natural ingredients that nourish, define, and celebrate every curl.
• •Embrace touchably soft, defined curls with our Nourishing Shea Butter Cream. This rich, natural formula melts into your strands, providing deep moisture to fight frizz and enhance your natural pattern. It's the daily dose of love your curls have been waiting for.
• •Tired of frizz? Your natural solution is inside.
• •Confidence looks good on you. So do healthy curls. ✨ #NaturalCurlsGoods #EmbraceYourCurls #NaturallyYou