Brand Tone

Warm & Heartfelt, Witty & Playful, Sophisticated & Modern, Personal & Approachable, Celebratory & Positive

Brand Values

• •Originality & Authenticity
• •Meaningful Connection
• •Exceptional Customer Experience
• •Quality & Craftsmanship
• •Joy & Levity
• •Community & Philanthropy
• •The Power of Words

Best Practices

• •Channel the Founder's Voice: Infuse copy with Melinda Jones's documented passion for 'playing with language and the challenge of getting to the heart of a matter in just a few words.' Encourage writers to think about how she would articulate a message – with warmth, wit, and authenticity.
• •Prioritize 'Quirky, Honest Sentiments': Move beyond generic phrasing. Aim for copy that is as unique and thoughtful as the products themselves, reflecting the brand's preference for genuine and often playful expressions.
• •Balance Sophistication with Approachability: While the brand has an upscale feel, the language should remain inviting and relatable. Avoid overly formal or jargon-filled text. The goal is to be elegant yet friendly.
• •Amplify Joy and Connection: Every piece of copy should, in some way, contribute to the brand's mission of bringing 'levity to life and joy to gifting.' Focus on the positive emotions and connections that the products facilitate.
• •Integrate the 'Giving Back' Message Naturally: When appropriate, weave in the brand's philanthropic mission. This adds depth and aligns with the value of community, but should be done in a way that feels authentic and not forced into every communication.

Social Perception

A premier destination for distinctive, high-quality gifts and stationery. A brand that offers exceptional, personalized, and compassionate customer service. A provider of a special and uplifting shopping experience, more than just a retail transaction. A business deeply connected to its founder, whose personal touch and creative vision are evident. A creative and unique voice in its market segment.

Copy Examples

• •Product (New Journal Collection): "For your brilliant ideas, your quiet reflections, and all the beautiful thoughts in between. Our new journals: because your story deserves a lovely place to unfold. #RBTLPaper #WriteItDown" Tone: Warm, Sophisticated, Inspiring
• •Social Media (Instagram post of a quirky thank-you card): "Because 'thanks' is good, but 'you're the absolute bee's knees and I'm raising a glass to your general awesomeness' is better. Find your perfect way to say it. 😉 #ReadBetweenTheLines #GratitudeWithAttitude" Tone: Witty, Playful, Heartfelt
• •Email Newsletter (Subject: A Little Mid-Week Delight, Just For You): "Hello [Customer Name], We believe life's too short for the mundane. That's why we're always curating (and creating!) little sparks of joy. Discover our latest arrivals – perfect for a 'just because' treat or finding *that* gift that says it all. Plus, feel good knowing your find helps young readers dream big. [Link to New Arrivals]" Tone: Personal, Approachable, Warm, Purpose-driven
• •Website Banner (General): "More Than Just Words. At Read Between The Lines®, we craft connections, celebrate moments, and find the joy in clever details. Explore gifts and stationery with heart and humor." Tone: Sophisticated, Authentic, Celebratory
• •Brand Story Snippet (for social media or website): "It started with a love for language and the magic of the perfect card. Today, Read Between The Lines® is a place where wit meets warmth, and every gift tells a story. Come find a little piece of happy. #OurStory #RBTLMagic" Tone: Heartfelt, Personal, Witty