Brand Tone

Educational and Informative, Confident and Reassuring, Eco-Passionate and Responsible, Problem-Solving and Benefit-Oriented, Approachable and Customer-Centric

Brand Values

• •Sustainability
• •Health and Hygiene
• •Environmental Responsibility
• •Quality and Durability
• •Innovation
• •Customer Satisfaction
• •Ethical Choices

Best Practices

• •Prioritize Education: Always explain the "why" behind the product – the science of diatomaceous earth, the problems with old mats, and the environmental benefits. Use blog posts, infographics, and video content to elaborate.
• •Emphasize Sustainability Authentically: Weave in the eco-friendly aspects and brand’s environmental commitments (like 1% for the Planet) naturally into all communications. Avoid greenwashing by being specific about impacts (e.g., "Up to 50 kg/co2 per year of carbon are created each year by machine washing and drying 2 cotton bath mats").
• •Maintain a Confident, Solution-Oriented Voice: Use direct language that highlights the product's effectiveness and its ability to solve common customer frustrations (e.g., "Make wet bathroom floors and damp soggy unhygienic mats a thing of the past!").
• •Showcase Real Customer Benefits & Testimonials: Continuously gather and feature genuine customer experiences that reinforce the brand’s claims about hygiene, convenience, and durability. This builds trust and social proof.
• •Be Consistent Across All Channels: Ensure that the tone, values, and core messages are harmonized across the website, social media, email marketing, and any customer service interactions. This builds a strong, recognizable brand identity.

Social Perception

Positive customer feedback praising absorbency, quick-drying capabilities, hygiene, and convenience. Favorable external ratings indicating a positive perception compared to alternatives. General perception of diatomaceous earth mats is positive for functional and eco-friendly benefits.

Copy Examples

• •Headline: Step onto a Cleaner, Greener Bathroom Floor. Body: Tired of soggy, unhygienic bath mats? Natural Step’s innovative diatomaceous earth mats dry in seconds, resist mould, and save you countless washes. Better for you, better for the planet. Make the switch today! Call to Action: Discover the Future of Bath Mats.
• •Headline: The Last Bath Mat You’ll Ever Need to Buy. Body: Imagine a bath mat that stays fresh, dry, and clean without constant washing. Natural Step offers a lifetime of hygiene and sustainability. Our natural stone mats are incredibly absorbent and durable. Call to Action: Invest in a Healthier Home.
• •Headline: Reduce Your Carbon Footprint, One Step at a Time. Body: Did you know traditional bath mats contribute to CO2 emissions through frequent washing and drying? Natural Step mats require no machine washing, helping you conserve energy and water effortlessly. Join us in creating a better future. Call to Action: Shop Eco-Friendly Mats Now.
• •Headline: Say Goodbye to Dampness. Hello to Natural Dry. Body: Experience the revolutionary quick-drying power of Natural Step bath mats. Made from 100% sustainable, naturally antimicrobial materials, they keep your bathroom floor dry, safe, and wonderfully clean. Call to Action: Feel the Natural Step Difference.
• •Headline: Loved by Bathrooms, Endorsed by Nature. Body: As a proud 1% for the Planet member, Natural Step is committed to environmental well-being. Our diatomaceous earth bath mats offer superior hygiene and a touch of natural elegance, so you can step clean and live consciously. Call to Action: Explore Our Sustainable Collection.