Brand Tone

Nurturing, Gentle, and Emotional

Brand Values

• •Craftsmanship and Quality
• •Emotional Connection and Healing
• •Community
• •Realism

Best Practices

• •Use a Gentle and Evocative Vocabulary: Consistently choose words that evoke feelings of warmth, comfort, and tenderness. Terms like "gentle," "sweet," "cherish," "cuddle," "serene," and "heartfelt" reinforce the brand's nurturing tone.
• •Focus on "Feeling" Over "Features": While mentioning materials and craftsmanship is important, the copy should always circle back to the emotional experience. Instead of just saying "made of soft vinyl," say "crafted from soft vinyl for the most realistic, comforting embrace."
• •Speak Directly to the Customer's Emotional Needs: Acknowledge the "why" behind the purchase. Use phrases like "for those moments you need a little comfort" or "a companion to share your quiet afternoons with." This shows empathy and understanding of the customer's motivations.
• •Maintain Visual and Textual Harmony: Ensure the tone of the copy is perfectly mirrored in the brand's visual content. Soft, warm lighting, cozy settings, and serene imagery on social media and the website will amplify the gentle language used in captions and descriptions.
• •Create a Brand Voice Style Guide: Develop a formal document that outlines the brand's tone, key vocabulary (words to use and avoid), and grammatical style. This ensures that anyone writing for the brand—from social media managers to customer service reps—communicates with a unified and consistent voice.

Social Perception

The brand is perceived positively by its core audience of doll collectors and individuals seeking dolls for therapeutic purposes, appreciating the artistry and emotional fulfillment. However, outside this niche, there is skepticism and misunderstanding from the general public. Customer service reputation shows some risk concerning returns and product consistency, indicating a need for improved communication.

Copy Examples

• •Welcome a little bit of sunshine into your home. Meet Lily, our newest arrival, handcrafted with the softest vinyl and a heart full of sweetness. Each tiny detail, from her hand-painted blush to her gentle expression, is waiting to bring you a world of warmth and joy. Can you help us imagine the perfect nursery for her? #pipidoll #RebornCommunity #LifelikeDoll #ArtisanDoll
• •A true work of art, a companion for the heart. At pipidoll, we believe a doll can be so much more. Our artists pour their souls into every creation, hoping to bring a little piece of comfort and happiness to yours. Discover the embrace of a pipidoll and feel the connection. Shop our new collection now.
• •Hold Noah in your arms and feel the world melt away. Weighing and feeling just like a real newborn, his calming presence is a gentle reminder of life's most precious moments. His head is full of soft, hand-rooted hair, perfect for gentle stroking. Noah isn't just a doll; he's a handcrafted piece of love, designed to heal and to hold.
• •A little joy, delivered to your door. This week, we're celebrating the special bond between a doll and its loving owner. As a thank you for being part of our warm community, enjoy 15% off all our sleeping baby dolls. Find the quiet, peaceful companion you've been dreaming of.
• •Look at those tiny, perfect little toes! 😍 Every pipidoll is a bundle of handcrafted love. What’s your favorite detail on a reborn doll? Let us know in the comments! #pipidoll #dollcollector #rebornbaby #tinythings #asmr