Brand Tone

Knowledgeable, Supportive, Professional & Trustworthy, Community-Oriented

Brand Values

• •Quality
• •Customer Service Excellence
• •Education and Empowerment
• •Accessibility & comprehensiveness
• •Sustainability (aspired)
• •Canadian & Local

Best Practices

• •Prioritize Education & Empowerment: Always aim to provide value through information. Whether it's a product description or a social media post, share knowledge that helps the customer (e.g., "Did you know Argan oil provides antioxidants and conditioning to the skin in soap?" based on their oil chart).
• •Maintain a Helpful and Approachable Voice: Use clear, encouraging language. Invite questions and interaction. Frame copy around solving customer needs or helping them achieve their creative goals (e.g., "Looking for a specific ingredient? Reach out to our team!").
• •Emphasize Quality and Trust: Consistently highlight the quality of ingredients and the company's experience. Use phrases that build confidence, such as "trusted supplier since 1998" or "premium, carefully selected ingredients."
• •Foster a Sense of Community: Address crafters, formulators, and businesses directly. Share customer creations (with permission) or highlight resources that benefit the maker community (e.g., "School discounts available for aspiring aromatherapists!").
• •Be Transparent and Authentic: When discussing aspects like sustainability or ingredient sourcing, be honest about current practices and future goals. This builds credibility and resonates with customers who value transparency.

Social Perception

Highly Positive, Trusted Supplier, Go-To Resource, Helpful & Supportive for Beginners

Copy Examples

• •Headline: Unlock Your Inner Artisan: Quality Ingredients & Expert Support at Soap & More. Body: For over 25 years, we've been Canada's trusted partner for creators like you. From pure essential oils to specialty bases, find everything you need to bring your cosmetic visions to life. Got a question? Our friendly experts are here to help!
• •Headline: Your Creations Deserve the Best. Discover Our Premium Soap Making Supplies. Body: At Soap & More, we meticulously source high-quality, natural ingredients because we know quality in, means quality out. Explore our extensive range and let's make something amazing together!
• •Headline: From Hobby to Pro: We've Got the Supplies & Support for Your Journey. Body: Whether you're crafting your first bar of soap or scaling up your business, find wholesale sizes, hard-to-find ingredients, and the guidance you need right here in Calgary. Visit our Learning Centre online!
• •Headline: Don't Just Dream About It, Create It! Workshops & DIY Kits Available. Body: Dive into the world of natural cosmetics with Soap & More. Our educational resources and high-quality kits provide the perfect start. Let our passion fuel your creativity.
• •Headline: Committed to Your Craft & Our Planet. Body: We're dedicated to providing top-tier cosmetic ingredients, with a growing focus on sustainable and eco-friendly options. Craft beautifully, responsibly.