Brand Tone

Inspirational, Personal, and Encouraging

Brand Values

• •Mindfulness & Self-Care
• •Quality & Aesthetics
• •Empowerment
• •Authenticity

Best Practices

• •Always Lead with "Why": Don't just sell a planner; sell the feeling of clarity and accomplishment. Don't just sell a bracelet; sell a daily dose of courage. Connect every product feature back to a core emotional value like empowerment, self-care, or motivation.
• •Maintain the Founder's Voice: Continue to use "I" and "we" in communications, especially on social media and in emails. The personal touch from Lea Alexa is a core brand asset. Keep the tone warm, encouraging, and use signature phrases like "Fühl dich gedrückt."
• •Use Consistent, Thematic Language: Weave words like "Kraft" (power/strength), "Ziel" (goal), "Traum" (dream), "Selfcare," and "Achtsamkeit" (mindfulness) throughout all copy, whether for stationery or jewelry, to unify the brand message.
• •Highlight Quality and Thoughtfulness: Always mention the premium materials and the intentional design behind each product. Use phrases like "mit Liebe entworfen" (designed with love), "hochwertige Materialien" (high-quality materials), and "durchdachtes Design" (thoughtful design).
• •Encourage the Community: Actively feature user-generated content and customer reviews in marketing materials. Frame the customers as part of the "planaplana family." This reinforces the positive social perception and builds a loyal following.

Social Perception

The public perception of planaplana is very positive. It is viewed as a "Herzensprodukt" (a product of the heart) by its customers. The brand is perceived as trustworthy, high-quality, and genuinely invested in the well-being and success of its customers. The founder, Lea Alexa, is seen as a creative and relatable figure, and customers enjoy interacting with her during live events on TikTok. The jewelry is perceived as beautiful and meaningful, serving as a valuable personal reminder for the wearer. While the stationery line appears to be the primary business, the jewelry line is a well-regarded and thematically consistent extension.

Copy Examples

• •Your daily reminder to embrace change and unfold your wings. Our 'Kraftschmuck' butterfly necklace isn't just an accessory; it's a symbol of your journey to freedom and self-realization in 2025. Wear your potential.
• •This is more than a planner. It's your personal coach, your confidant, and your biggest supporter, all bound in a beautiful vegan leather cover. The Selfmanager is designed to help you conquer your to-do list while never forgetting the most important task: taking care of you. Plan your goals, schedule your dreams, and make space for your well-being.
• •Each time I pack one of our journals, I think about the story it's about to hold. Maybe it will carry your biggest dreams, your late-night thoughts, or the master plan for your new business. Thank you for trusting planaplana to be a part of it. Your journey is everything.
• •Hi [Name], in the rush of daily life, it's easy to forget your own strength. We created our 'Kraftschmuck' collection for those moments. Let these little treasures be your secret source of power and a reminder of the goals you've set for yourself. Take what you need. ♡
• •Tools for a life you love. At planaplana, we believe in the power of intention. Whether it's a planner that organizes your ambitions or a bracelet that reminds you of your inner strength, our products are designed by our founder, Lea Alexa, to help you live more beautifully and mindfully. Discover the collection.