Brand Tone

Spooky & Horror-Themed, Passionate & Enthusiastic, Approachable & Community-Focused, Handmade & Quality-Conscious, Playful & Humorous

Brand Values

• •Passion for Horror
• •Quality & Craftsmanship
• •Creativity & Uniqueness
• •Community Support
• •Inclusivity & Representation
• •Customer Satisfaction
• •Ethical Practices

Best Practices

• •Embrace the Dark & Playful: Consistently use language that evokes the horror/spooky theme, but balance it with approachability and humor. Don't be afraid to use puns or witty references to the genre.
• •Highlight Core Values: Regularly weave in mentions of being WOC-owned, using 100% soy wax, handmade quality, and cruelty-free practices. This reinforces brand identity and appeals to conscious consumers.
• •Know Your Audience (The "Spooky Community"): Speak their language. Use horror jargon, movie quotes (appropriately), and engage with trends relevant to the horror and alternative subcultures.
• •Visual Consistency: Ensure that the tone of the copy is matched by the visuals. Dark, atmospheric photography and horror-themed graphics will reinforce the brand message.
• •Create a Style Guide: Develop a simple internal guide for anyone creating content. This should include keywords (e.g., "hauntingly good," "spooky," "horror-inspired"), a list of "do's and don'ts" for language, and examples of on-brand vs. off-brand copy. This ensures that even as the team grows or if freelancers are used, the voice remains consistent.

Social Perception

Positive, Niche Appeal, Engaged Community, Growing & In-Demand

Copy Examples

• •Instagram Post (New Product): Summoning all horror fiends! 🕯️ Our NEW [Candle Name] candle is dripping with notes of [Scent 1], [Scent 2], and pure, unadulterated terror (the good kind!). Hand-poured by your favorite WOC-owned haunt. Dare to light it? #PurgatoryCandleCo #HorrorCandles #SpookySeason #HandmadeHorror #NewScent
• •TikTok Video Caption (Behind the Scenes): Just us, brewing up some scares and amazing smells! 👻 Ever wonder how we get that perfect blood-red (wax)? It's a secret... mostly. 😉 #CandleMaking #HorrorTok #SmallBusinessMagic #PurgatoryCandleCo #SpookyVibes
• •Facebook Ad (General Awareness): Tired of boring candles? Descend into Purgatory Candle Co. 🔥 We craft hauntingly good, 100% soy wax candles inspired by your favorite horror flicks. Perfect for setting a spooky mood or gifting to your fellow ghoul-friends. Shop our WOC-owned, LA-based collection! #HorrorDecor #SoyCandles #SupportSmall #PurgatoryCandles #UniqueGifts
• •Email Newsletter Subject Line: Caution: May Cause Nightmares (Good Ones!) 🔪 NEW Arrivals at Purgatory Candle Co.! Body Snippet: Hey Spooky Souls, brace yourselves! We've just unleashed a fresh batch of horror-inspired candles and wax melts, guaranteed to send shivers down your spine and delightful aromas through your crypt. Click if you dare...
• •Product Description Snippet (for a specific horror movie-themed candle): Relive the terror of [Movie Name] with every flicker. This candle bleeds nostalgia with haunting notes of [Scent 1], an eerie whisper of [Scent 2], and a final, chilling touch of [Scent 3]. Crafted in small batches from 100% soy wax, because even monsters deserve the best. #HorrorMovieCandle #CollectorItem #PurgatoryCandleCo #[MovieName]