Brand Tone

Authentic, Empowering, and Community-Focused.

Brand Values

• •Self-Expression and Self-Love
• •Quality and Craftsmanship
• •Customer Service Excellence
• •Innovation and Practicality
• •Community and Giving Back

Best Practices

• •Lead with Empathy: Always frame the copy around the customer's feelings and needs. Start by acknowledging their challenges (e.g., "bad hair days," "feeling insecure") before presenting the product as an empowering solution.
• •Use "You" and "We": Speak directly to the customer using "you" to make it personal. Use "we" to refer to the brand, fostering a sense of community and a shared journey between the company and its customers.
• •Highlight the "Handmade with Love" Aspect: Consistently mention that products are handmade in Australia. This reinforces the values of quality, care, and supports the small business identity that customers love.
• •Incorporate Words of Empowerment: Weave in keywords from the brand's core mission, such as "confidence," "self-expression," "self-love," "true self," and "empower." This keeps the messaging aligned with the brand's foundational values.
• •Keep it Real and Relatable: Avoid overly corporate or polished jargon. Use a friendly, authentic tone. Incorporating playful elements or even the "swear range" shows the brand doesn't take itself too seriously and connects with customers on a human level.

Social Perception

The public and customers perceive True Spirit Designs Co. as a trustworthy and beloved small business with a strong personal touch. Customers feel seen and valued, not just as consumers, but as part of a supportive community. The brand is celebrated for its high-quality, effective products that have "blown... expectations out of the water". The founder, Amelia, is seen as an approachable and caring business owner, which fosters significant customer loyalty and repeat purchases. The brand successfully addresses sensitive issues like hair loss due to medical treatments, earning praise for providing solutions that help people feel beautiful and confident during difficult times.

Copy Examples

• •Don't just have a good hair day, have a vibrant one. Our new [Pattern Name] Betty Boo Band is here to turn up the volume on your self-expression. Handmade with love to keep flyaways (and bad vibes) at bay. Tap to shop your new favorite accessory!
• •Life's busy. Your style doesn't have to be. Our wired headbands are the 30-second solution to feeling put-together, even when you're juggling it all. Cover regrowth, tame the frizz, and get out the door feeling confident. You've got this.
• •Your secret's safe with us. Introducing the Betty Boo 'Zip' Band—the clever accessory you didn't know you needed. Featuring a hidden pocket perfect for keys, cash, or lip balm, it's style and storage in one. Look fabulous, travel light.
• •Guess who's back? Your favorite prints have returned! We know you've been waiting, and we're so excited to bring back the styles you love. Thank you for being part of our amazing community. Now, go on and treat yourself—you deserve it.
• •Packing up a little box of confidence for another amazing customer! ✨ Each order comes with a handwritten note and an affirmation card, because we believe in celebrating YOU. Who wants to see their order packed next? #smallbusinessaustralia #handmadewithlove #packanorderwithme