Brand Tone

Friendly, Sentimental, and Creative

Brand Values

• •Family and Personal Connection
• •Thoughtful Gifting
• •Creativity and Passion

Best Practices

• •Lead with the Story: Always lean into the origin story. Phrases like 'From our family to yours,' 'Inspired by our dog, Tully,' or 'Created by two sisters' reinforce the brand's core identity and differentiate it from larger competitors.
• •Use Warm and Personal Language: Write copy as if you're speaking to a friend. Use contractions (we're, it's) and welcoming phrases ('Hi there,' 'Thanks for stopping by'). Avoid corporate jargon and maintain an approachable, human voice.
• •Emphasize 'Personalized' and 'Thoughtful': These keywords are central to the brand's value proposition. Every piece of copy should highlight the custom nature of the products and the sentimental value they hold, framing them as more than just objects but as 'keepsakes' and 'treasures.'
• •Keep it Simple and Joyful: The brand's tone is positive and uncomplicated. Use clear, concise language that expresses the joy of creating and gifting. Words like 'love,' 'celebrate,' 'cute,' and 'special' align well with the existing brand voice.
• •Maintain a Consistent Voice in Customer Service: The reputation for 'speedy replies' on Etsy is a major asset. Ensure all customer interactions—whether via email or a future social media platform—are friendly, helpful, and personal, mirroring the tone of the website and reinforcing the small-business charm.

Social Perception

While the brand has a limited public profile, its perception among customers who have found it is very positive. The high ratings on their Etsy store are the most direct indicator of social perception. Customers on this platform see the brand as reliable, quick to respond, and a provider of high-quality, personalized products. The absence of a social media presence means there is little public conversation about the brand, but for those who interact with it, the perception is one of quality and good service.

Copy Examples

• •Headline: Beyond the Backpack. Body: School bags, gym bags, luggage—give their gear a personal touch. Hand-finished on the Gold Coast, our custom acrylic bag tags are made to last the adventure. Designed by our family, for yours.
• •Subject: More Than a Gift for Mum Body: This Mother's Day, give something as unique as she is. We're Charlotte and Olivia, and we started Tully and Co. to create keepsakes that tell a story. Explore our new collection of personalized treasures, lovingly made to make her smile.
• •Headline: The Celebration Collection is Here! Body: From custom wine boxes to party-perfect drinkware, we love bringing your ideas to life. Let's create something memorable together.
• •Headline: It Started with Two Sisters and a Golden Retriever. Body: Tully and Co. isn't just our business, it's our passion project. Named after our faithful dog, Tully, we pour the same love and loyalty into every personalised keepsake we create. Thanks for letting us do what we love.
• •Headline: The Perfect Little Something. Body: Simple, stylish, and completely you. Our initial keychains are crafted from durable, high-quality acrylic and personalized just for you. It’s the ideal thoughtful gift for friends, family, or even yourself.