Brand Tone

Friendly, authentic, and empowering, characterized by realness, relatability, trust, informality, conversational language, and a touch of humor and lightheartedness.

Brand Values

• •Self-Love and Empowerment
• •Authenticity and Realness
• •Family and Motherhood
• •Community and Connection

Best Practices

• •Stay Authentic: Continue to share real-life stories and experiences. This is the foundation of the brand's connection with its audience.
• •Use "You" and "We": Address the audience directly to foster a sense of conversation and community. Use "we" to include the audience in the brand's journey.
• •Incorporate Empowering Language: Use words and phrases that uplift and inspire, such as "confidence," "empower," "radiant," "fearless," and "you are worthy."
• •Maintain a Conversational and Friendly Tone: Avoid overly formal or corporate language. Keep the tone approachable and easy to understand.
• •Showcase Your Community: Regularly feature user-generated content, testimonials, and reviews to show appreciation for your customers and reinforce the brand's community-focused values.

Social Perception

Overwhelmingly positive; perceived as genuine, inspiring, and family-oriented. Customers appreciate product quality and are drawn to the empowering message, seeing the brand as an extension of Annie's authentic personality, supporting her journey as a mother building a business.

Copy Examples

• •More than just a gloss, it's a daily reminder to love the lips you're in. Our new 'Radiant' gloss gives you a high-shine finish and a boost of confidence. Because you deserve to feel beautiful, inside and out. ✨ #SelfLoveByAnnie #RadiantGloss
• •Look at this beauty! 😍 We love seeing you glow in our products. @[username] is wearing our 'Glow Girl' body shimmer, and she is absolutely radiant. Keep shining and loving yourselves! #SelfLoveTribe #CustomerLove
• •They say beauty is skin deep, but we believe it starts with self-love. That's why we created our new 'Fearless' matte lipstick. A bold color to remind you of your own strength and power. Go out there and conquer your day! #BeFearless #SelfLoveJourney
• •Ready for a little self-care treat? You've earned it! This weekend only, get 20% off all our products. Because loving yourself should never be a splurge. Treat yourself, you're worth it. 💖 #SelfCareSunday #AnnieLovesYou
• •Empowering you to shine from within. Discover our collection of beauty products made with love, to help you love yourself even more. #WhereBeautyMeetsSelfLove