Brand Tone

Friendly and Approachable, Informative and Educational, Positive and Encouraging, Direct and Honest, Playful and Modern, Revolutionary and Challenging

Brand Values

• •Sustainability & Environmental Responsibility
• •Effectiveness & High Performance
• •Affordability & Fair Pricing
• •Convenience
• •Cruelty-Free & Vegan
• •Customer-Centricity & Community
• •Honesty & Transparency
• •Innovation
• •Social Responsibility

Best Practices

• •Keep it Simple & Clear: Use straightforward language that everyone understands. Avoid jargon and overly technical terms. The goal is to be accessible and direct.
• •Focus on "Small" Wins, Big Impact: Emphasize how easy it is to make a positive change with smol. Highlight the collective power of small, sustainable choices.
• •Be Genuinely Positive & Empowering: Inspire action through optimism. Frame sustainability not as a sacrifice, but as a smart, effective, and rewarding choice.
• •Maintain a Conversational, Friendly Approach: Write as if you're talking to a friend. Use contractions, questions, and a relatable style to build connection.
• •Stay True to Core Values: Ensure all copy consistently reflects smol's commitment to sustainability, effectiveness, affordability, and honesty. Let these values shine through every message.

Social Perception

Positive Reputation for Sustainability, Effective Products, Good Value and Convenience, Strong Customer Loyalty, Successful Disruptor

Copy Examples

• •Instagram Post (Image: Brightly lit laundry room with smol products): Small change, big impact! ✨ Make laundry day a win for your clothes and the planet. Our super concentrated, plastic-free laundry capsules deliver a mighty clean without the nasty chemicals or plastic waste. Join the smol revolution! #smolthings #ecofriendly #laundryday #plasticfree
• •Facebook Ad (Video: Quick demo of refillable surface spray): Tired of endless plastic bottles cluttering your cupboards? 🙋‍♀️ Say hello to smol refills! Powerful cleaning, zero plastic waste. Just add water to our tiny tablet and get sparkling surfaces. Clever, right? Try your first kit and see the magic. 😉 Learn more: [Link] #smolhome #refillrevolution #sustainableliving #cleaninghacks
• •Website Headline (Homepage): Powerful Cleaning. Planet Friendly. Delivered. (Finally!) 🎉
• •Email Subject Line (Welcome email): Hey! Ready for a cleaner home & a happier planet? 🌍 (We thought so!)
• •TikTok Video Caption (Video: Person easily opening letterbox-friendly smol package): That feeling when your eco-friendly cleaning supplies arrive right through your letterbox! 🙌 No more lugging heavy bottles. Just smol, mighty power. #playsmol #unboxing #convenient #ecocleaning #asmr (kinda 😉)