Brand Tone

friendly, relatable, and encouraging

Brand Values

• •Sustainability
• •Quality
• •Community
• •Accessibility
• •Design and Aesthetics

Best Practices

• •Stay Relatable: Always remember the "regular gal" persona of the founder. Use conversational and inclusive language. Avoid jargon and overly technical terms.
• •Lead with Values: Weave the brand's core values ustainability, quality, and community into all of your copy, from product descriptions to social media captions.
• •Encourage and Inspire, Don't Preach: The tone should be motivational and supportive, not prescriptive. Celebrate the small wins and the imperfections of the yoga journey.
• •Maintain a Personal Touch: Continue to engage with customers in a friendly and personal manner. Signing off with a name, like Ruby does, reinforces the human connection behind the brand.
• •Showcase the New Zealand Identity: Subtly incorporating the brand's New Zealand roots can enhance its authenticity and appeal. Mentioning local artists, landscapes, and community events can strengthen this connection.

Social Perception

The public perception of The Mat Collective is highly positive. Customers see the brand as trustworthy and authentic. They appreciate the combination of beautiful design, high-quality materials, and a genuine commitment to sustainability. The personal touch of the founder and the sense of being part of a community are also highly valued. The brand is perceived as a local New Zealand business that is passionate about its products and its customers.

Copy Examples

• •Meet 'Golden Hour,' our new mat inspired by those magical moments just before sunset. Made with the same eco-friendly materials you love, this design is for the sunset chasers and the golden-hour dreamers. Roll it out and find your glow.
• •Ever think yoga isn't for you? We get it. That's why we create mats for real people. People who fall over, who can't touch their toes, and who sometimes choose pizza over poses. Your yoga journey is yours alone, and we're just here to make the ride a little more beautiful.
• •Ready for a little 'me time'? We believe that self-care isn't selfish, it's essential. This week, treat yourself to one of our luxurious, eco-friendly yoga mats and create a little sanctuary of your own. You deserve it.
• •Did you know that every one of our 'suede' yoga mats saves 12-15 plastic bottles from our oceans? We're not just making beautiful yoga mats; we're making a choice for a healthier planet. Join us in making a difference, one mat at a time.
• •Oops... we made too many! Our loss is your gain. For a limited time, get 20% off our entire collection of eco-friendly yoga mats and accessories. Your perfect mat is waiting for you!