Brand Tone

inspirational, motivational, and empowering; relatable and encouraging

Brand Values

• •Arming people with tools for positive and lasting change.
• •Challenging the audience to reach for a better version of themselves daily.
• •Growth-mindedness: Believing the only competition is who you were yesterday, and a focus on personal development.
• •Intentionality and Planning: Focusing on results and having a roadmap to achieve goals.
• •Gratitude: Incorporating gratitude practices as a foundational element.
• •Hard Work and Living Well: Emphasizing high achievement and being present, balanced with enjoying life.
• •Inclusion: Striving for a diverse and inclusive community.
• •Choosing Joy: Maintaining a positive outlook and grounding in gratitude.

Best Practices

• •Always Emphasize Action and Empowerment: Use strong verbs and encouraging language that motivates the audience to take initiative (e.g., "Start," "Achieve," "Create," "Become").
• •Incorporate Gratitude: Regularly weave in the theme of gratitude, as it's a core component of the Start Today practice and products.
• •Speak Directly to Your Audience: Use "you" and "your" to create a personal connection, making the message feel like a supportive conversation.
• •Maintain a Positive and Hopeful Outlook: Even when addressing challenges, frame the narrative around solutions, growth, and the possibility of positive change.
• •Be Relatable and Authentic (while mindful of perception): Share stories or sentiments that resonate with the everyday struggles and aspirations of your audience, fostering a sense of understanding and community. However, ensure this aligns with broader brand actions to maintain credibility.

Social Perception

Generally perceived as beneficial tools for goal setting, fostering gratitude, and promoting a focused mindset. Rachel Hollis is seen as a "marketing queen" and her personal story and methods are a significant part of the brand's appeal. However, some perceive a disconnect between the projected brand persona and internal company practices, with some consumers finding the price point high.

Copy Examples

• •Your future self is waiting. Grab your Start Today Journal and write your story into existence. What dream will you make happen today?
• •Stop waiting for 'someday.' Your goals are calling. Our Priority Planner is designed to help you turn those big dreams into daily, actionable steps. Start Today.
• •Feeling stuck? Remember the power of gratitude. Just five minutes with your Start Today Journal can shift your perspective and fuel your journey. Begin now.
• •You are capable of incredible things. We create tools to help you unlock that potential. What's the one goal you're ready to conquer? #StartToday
• •Join a community of dreamers and doers. With Start Today, you're not just buying a journal; you're investing in a new chapter of your life. Let's make it amazing.