Brand Tone

Inspirational, Communitarian, and Authentic.

Brand Values

• •Community and Connection
• •Self-Care and Wellbeing
• •Family
• •Integrity and Accountability
• •Growth and Improvement

Best Practices

• •Lead with the "Why": Always connect the product or event back to the core mission. Whether selling a candle or a workshop, the copy should reinforce the "why" behind it—fostering connection, promoting self-care, and building community.
• •Use "We," "Our," and "You": Employ inclusive and direct language to build a sense of community. Frame the brand as a partner on the customer's journey ("We strive to be your guiding light...").
• •Amplify Authenticity: Continue to leverage the founders' story. Sharing personal anecdotes, behind-the-scenes content, and podcast clips makes the brand relatable and trustworthy.
• •Balance Inspiration with a Clear Call-to-Action: While the tone is inspirational, the copy must clearly guide the customer on what to do next (e.g., "Book Your Workshop," "Shop the Collection," "Listen to the Podcast").
• •Highlight Shared Values: Use words from your value list—like Unity, Peace, Harmony, and Connection—in your copy, not just as product names. This reinforces the brand's identity and attracts customers who share those same principles.

Social Perception

The brand is perceived as mission-driven, offering high-quality products and engaging experiences that foster community and connection. Customers appreciate the brand's commitment to strengthening relationships.

Copy Examples

• •Instagram Post (Workshop Promotion): Image/Video: A vibrant video montage of a "Wick + Chill" workshop. Copy: "It's more than a candle. It's a memory. ✨ Our Wick + Chill workshops are where creativity and connection come together. Bring a friend, a partner, or just yourself, and let's create something beautiful. Ready to spark some joy? Link in bio to book your spot! #TheBlackExpressCo #WickAndChill #CandleMaking #CommunityVibes #DateNight"
• •Facebook Ad (Product Focused): Image: A high-quality photo of the "Unity" or "Harmony" candle in a beautifully decorated living room. Headline: Fill Your Home with Love. Body: "The Black Express Company is about more than beautiful scents; we're about creating moments of connection. Our handcrafted candles are named for the values that build strong relationships. Light a candle, set an intention, and level up your love. Shop our collection. [Link]"
• •Website Banner: Image: A warm, smiling photo of the founders, Farlan and Tiffanie. Text: "From Our Family to Yours: Tools for Love, Connection, and Self-Care."
• •Email Subject Line: "Tired of the same old date night? We've got you."
• •TikTok Video Concept: Audio: A trending, uplifting audio clip. Visuals: Starts with text on screen: "Our mission is simple..." followed by quick cuts of laughing couples at a workshop, the founders packing an order with care, and a candle being lit in a cozy home. Caption: "We believe strong couples build strong communities. It all starts here. ❤️ #BlackOwnedBusiness #RelationshipGoals #The4RealFam #Couples #SelfCare"