Brand Tone

Knowledgeable, Authentic, and Nurturing

Brand Values

• •Community Support
• •Inclusivity and Safety
• •Sustainability and Ethical Sourcing
• •Empowerment
• •Authenticity

Best Practices

• •Lead with Authenticity: Always ground your copy in the brand's real story and values. Share personal anecdotes, be transparent about sourcing, and don't be afraid to be vulnerable. Your founder's journey is a core asset.
• •Emphasize "We," Not Just "I": While the brand has a personal founder story, the language should often be inclusive of the community. Use "we," "us," and "our community" to reinforce the value of collective support and shared journeys.
• •Educate, Don't Just Sell: Frame product descriptions and posts as opportunities to teach. Explain the purpose of an herb, the history of a symbol, or how to perform a simple ritual. This builds authority and provides genuine value beyond the product itself.
• •Explicitly State Your Values: Regularly and clearly reiterate your commitment to inclusivity, sustainability, and supporting other small businesses. Use hashtags like #SafeSpace, #SupportLocal, and #EthicalSourcing to make these values searchable and visible.
• •Maintain a Nurturing and Empowering Voice: Ensure the language is always welcoming, supportive, and non-judgmental. Use phrases like "your journey," "find what speaks to you," and "we're here to help." The goal is to empower customers, not prescribe a single right way to practice their spirituality.

Social Perception

Trusted and cherished community resource, perceived as a delightful store with a calming and welcoming atmosphere. The owner is seen as friendly, knowledgeable, and supportive. Recognized for inclusivity and supporting other small artists, a true 'haven of local wonders'.

Copy Examples

• •Each crystal holds a story, an energy waiting to connect with yours. Our new collection of amethyst has been ethically sourced and chosen with intention, ready to support your journey inward. Whether for meditation, clarity, or simply to bring beauty to your space, find the piece that speaks to you. We believe in tools that are as kind to the Earth as they are to your spirit. ✨ #EthicalCrystals #Amethyst #SpiritualTools #TheHermitsPath #YYJ
• •Community is the heart of our practice. We're so excited to be at the Langford Station Night Market this Friday! Come say hello, explore handcrafted goods from us and other incredible local artisans, and soak in the magic of a community gathering. Supporting local means you're supporting a dream. Whose dream will you be a part of this weekend? 🖤 #SupportLocalYYJ #CommunityMagic #PaganMarket #WitchyVibes #LangfordStation
• •Your Path, Your Truth, Your Sanctuary. The Hermit's Path is a proud safe space for the LGBTQ+ community, this month and always. We are committed to providing a welcoming environment for everyone to explore their spiritual journey with acceptance and love. All are welcome here. #Pride #SafeSpace #LGBTQ #YouAreSeen
• •Feeling heavy? Let's cleanse that energy. This isn't just about smoke; it's about intention. As you light your bundle, whisper what you want to release. Let the smoke carry it away and welcome in peace. Our bundles are sustainably harvested, because healing ourselves and healing the Earth go hand in hand. 🌿 #EnergyCleansing #HerbalMagic #WitchTok #SpiritualJourney #SustainableWitchcraft
• •Subject: A Path for the Seeker The path of the hermit is one of introspection and discovery. It's not about loneliness, but about the profound wisdom found in solitude. This week, we're exploring tools for deep meditation and self-connection. From hand-poured candles that burn with intention to journals that hold your deepest thoughts, we're here to support your inner work. Remember, your journey is sacred, and we are honored to walk it with you.