Brand Tone

inspirational, gentle, and creative

Brand Values

• •Creativity and Personal Expression
• •Community
• •Mindfulness and Well-being
• •Quality and Exclusivity

Best Practices

• •Embrace "Gentle" Language: Use soft, encouraging, and positive words. Phrases like "find your calm," "gently guide," "inspire," and "nurture" align with the brand's mindful ethos. Avoid aggressive sales language or urgent calls-to-action.
• •Center on Creativity and Inspiration: Frame products not just as stationery, but as tools for creative expression and storytelling. Use copy to spark ideas for how customers can use the products in their own journals.
• •Maintain a Personal Connection: Continue to share the founder's story and passion. Use "I" and "we" to create a sense of a personal, small-business feel, even as the brand grows. This builds trust and community.
• •Highlight the 'Why' Behind the 'What': Explain the inspiration behind a new collection. Whether it's a walk in nature, a favorite book, or a feeling, sharing the story makes the products more meaningful than just objects for sale.
• •Engage with Questions: Foster the community feel by asking open-ended, reflective questions in social media captions and videos. This invites conversation and reinforces the idea of a shared journey in creativity and self-care.

Social Perception

The public and customer perception of Tilly Journals is overwhelmingly positive. Customers frequently praise the quality and beauty of the products, often highlighting the "outstanding" quality of foiled stickers and the customizability of planners. Reviews often mention the products are "beautifully packaged" and "as described." The brand is seen as a source of inspiration, helping customers to add a "sparkle to your planner." The connection to the founder, Tilly, who is also a Junior Doctor, adds a relatable and aspirational element to the brand story. The brand successfully cultivates a supportive community, viewed as a go-to source for high-quality, aesthetically pleasing journaling supplies.

Copy Examples

• •Capture the quiet moments. ✨ Our new 'Midnight Garden' sticker kit is here to help you turn your journal pages into a sanctuary of peace and creativity. With delicate hand-drawn florals and shimmering foil, find a little magic for your daily planning. #TillyJournals #Journaling #SelfCare
• •Your Story, Beautifully Told. Discover artisanal stickers and journals designed to inspire creativity and mindfulness in your everyday life. Begin your journaling journey with us.
• •A moment for you + new arrivals inside. Hello, lovely journaler! We believe in the power of putting pen to paper. This week, we've curated a collection inspired by cozy afternoons and creative dreams. Find your new favorite journaling companion.
• •Feeling overwhelmed? Find your calm with journaling. Tilly Journals offers exquisitely crafted tools to help you organize your life and nurture your mind. From foiled stickers to functional planners, create a planning system that brings you joy and peace. Shop now and get 10% off your first order.
• •Join me for a quiet hour of planning and reflection. In this video, I'm setting up my weekly spread using our latest collection. Let's get creative and set some gentle intentions for the week ahead. What are you hoping to achieve this week? Let me know in the comments! All products used are linked below.