Brand Tone

Inspirational, empathetic, calming, empowering, educational, positive, uplifting, and personal/relatable (especially through founder).

Brand Values

• •Intentionality
• •Well-being
• •Quality
• •Empathy
• •Community

Best Practices

• •Lead with Empathy: Always start from a place of understanding the customer's needs and challenges. Use language that shows you care about their well-being.
• •Use "You" and "I" to Create a Connection: Speak directly to the customer ('You are resilient') and share personal anecdotes ('I created this candle because...'). This fosters a sense of personal connection and trust.
• •Focus on the "Why" Not Just the "What": Don't just sell a candle; sell the experience and the transformation. Explain how the combination of scent and affirmation can lead to a more positive mindset.
• •Maintain a Calm and Positive Vocabulary: Use words that evoke feelings of peace, empowerment, and well-being. Avoid jargon or overly aggressive sales language.
• •Encourage Interaction and Community: Ask questions, invite people to share their experiences, and create a dialogue. This reinforces the community value and makes customers feel like they are part of something bigger.

Social Perception

Genuine, mission-driven, a positive force in wellness, offering tools for self-care and mental well-being. Perceived as authentic and trustworthy due to founder's presence, fostering a strong sense of community through workshops.

Copy Examples

• •What would you do if you knew you could not fail? Light our Fearless candle, inhale the empowering blend of scents, and step into your courage. #StateOfBeing #Fearless #AffirmationCandles
• •Create more than just a candle. Create a moment of peace, an intention for your week, and a memory with friends. Join our affirmation candle-making workshop this Saturday and pour your own State of Being. Link in bio to book your spot! #CandleMaking #PhillyEvents #MindfulMoments
• •For the days that feel heavy, our Resilient candle is a bright spot of hope. This uplifting blend of citrus and herbs is paired with the affirmation, 'I am resilient,' to remind you of your strength. Let this charming aroma fill your space and lift your spirits. #Resilience #PositiveAffirmations #SelfCare
• •(Video shows Beth lighting a 'Loved' candle) Feeling a little off today, so I'm lighting my 'Loved' candle to remind myself that I am worthy of all the good things coming my way. The scent is like a warm hug. What's your go-to self-love ritual? #SelfLove #MindsetShift #FounderLife
• •Subject: How's Your State of Being? Hi [Customer Name], we hope your affirmation candle is bringing a little more intention and peace to your days. As a thank you for being part of our community, here ’s a 15% discount on your next candle. Which affirmation will you choose next? #Community #Mindfulness #StateOfBeingCo