Brand Tone

Empathetic, Uplifting, and Gentle

Brand Values

• •Mental Health Advocacy
• •Self-Love and Acceptance
• •Kindness and Empathy
• •Authenticity

Best Practices

• •Prioritize "We" and "You" Language: Use "we" to foster a sense of community and shared experience (e.g., "We believe..."). Use "you" to speak directly and empathetically to the individual's feelings and needs (e.g., "A reminder for you...").
• •Lead with Empathy, Not a Sale: Start captions and ads by acknowledging a feeling or a shared human experience before introducing the product. The product should always be framed as a tool for comfort or a supportive message, not just an item to be sold.
• •Use Soft and Affirming Language: Incorporate words like "gentle," "reminder," "soft," "cozy," "honor," "validate," and "permission." Avoid overly aggressive calls-to-action (CTAs) like "Buy Now!" in favor of softer invitations like "Explore the Collection" or "Find Your Reminder."
• •Turn Product Features into Emotional Benefits: Instead of saying "Made from 100% cotton," say "Crafted from ultra-soft cotton for a gentle, comforting feel on sensitive days." Connect the physical attributes of the product to the emotional comfort the brand promises.
• •Maintain a Consistent Voice in Community Management: When responding to comments and messages, mirror the brand's empathetic and supportive tone. Thank users for sharing their stories, validate their feelings, and reinforce the message of community and kindness. This proves the brand's values are more than just a marketing tactic.

Social Perception

positive and mission-driven

Copy Examples

• •A soft, cozy reminder for the days when your thoughts get loud. You are safe, and this feeling will pass. Wear this as your gentle armor. ✨ #TalkingTooLoudApparel #MentalHealthMatters #YouAreNotAlone
• •Headline: Gentle Reminders for Your Mental Health Journey. Body: Your clothes can be a form of self-care. Our collection is designed to wrap you in comfort and remind you of your strength. From validating your feelings to celebrating small victories, find a message that speaks to you. Shop our cozy conversation starters.
• •The most important relationship you will ever have is the one with yourself. This ultra-soft tee is a simple, wearable promise to practice self-compassion. Perfect for days when you need a little extra reminder to treat yourself with the kindness you so freely give to others.
• •Subject: A little comfort for your inbox. Body: Hi [Name], We know life can be a lot sometimes. We just wanted to gently check in and remind you that it's okay to slow down and honor your feelings. If you need a little extra comfort this week, our new 'Rest & Recover' collection is here to give you a warm hug. Take care of you.
• •Apparel That Speaks Volumes About Mental Wellness. Wear your story, find your community, and remember it's okay to not be okay. Welcome to a softer, kinder space.