Brand Tone

warm, personal, community-centric, inviting, familiar, rustic authenticity, heartfelt sincerity

Brand Values

• •Quality and Craftsmanship
• •Family and Community
• •Authenticity and Passion
• •Nostalgia and Comfort
• •Supporting Small Business

Best Practices

• •Always Lead with "Why": Start with the emotion or the memory the product evokes before describing the features. Connect every product back to the core values of comfort, family, and nostalgia.
• •Use "We" and "Our" to Foster Community: Write as if you are speaking directly to a friend. Use inclusive language that makes the customer feel like part of the brand's journey and community.
• •Incorporate the Founder's Story: Regularly and authentically weave Kiki's story into the copy. Reminding customers that there is a real person and passion behind the brand reinforces authenticity and builds loyalty.
• •Highlight Quality and Natural Ingredients: In product descriptions and ads, consistently mention "hand-poured," "small batch," and "100% natural soy wax." This reinforces the value proposition and justifies the premium quality of the products.
• •Maintain a Warm and Grateful Tone: Every piece of copy, from a simple thank you on an invoice to a social media post, should exude warmth and gratitude. Expressing appreciation for the community and for every single purchase is key to the brand's personal feel.

Social Perception

Overwhelmingly positive, praised for high-quality products, exceptional customer service, unique and charming atmosphere, and authentic small-town business feel. Customers perceive high value despite price.

Copy Examples

• •That first crisp morning, a cozy blanket, a warm mug in your hands... we've captured it in a jar. Introducing 'Autumn Farmhouse,' our newest hand-poured soy candle. Let the scent of spiced apple and cedarwood fill your home and welcome the season. Lovingly made in small batches, from our Texas home to yours. Tap to shop!
• •From our kitchen table to our little corner in Castroville, your support has lit up our lives! ❤️ Every candle you light, every gift you give, supports a dream born right here in our small town. Thank you for being part of the Rusty Flame family. #ShopSmall #MadeInTexas #CommunityLove
• •Our 'My Grandma's Candy' candle is more than a fragrance—it's a memory. This is the scent that started it all, inspired by a childhood filled with sweetness and love. Each 100% soy wax candle is hand-poured to ensure a clean, long-lasting burn that will fill your home with delightful aroma and even better memories. It's sweetness and love in a jar.
• •A little something to make your house a home... Hi [Customer Name], we believe the best homes are filled with love, laughter, and a scent that tells a story. This week, we're sharing a few of our favorite things to bring that cozy, rustic charm right to your doorstep. From our best-selling candles to new treasures in the Mercantile, find your next favorite piece.
• •A short, fast-paced video showing the entire candle-making process: melting the soy wax, mixing the fragrance oil by hand, pouring into jars, wicking, and labeling. Text overlay: "A whole lot of love in every little jar. ✨ #HandPoured #SoyCandles #SmallBusinessCheck #CandleMaking #Texas"