Brand Tone

Personable, cozy, and passionate

Brand Values

• •Craftsmanship
• •Quality
• •Sustainability
• •Vegan-friendly
• •Cruelty-free
• •Safety

Best Practices

• •Maintain the Founder's Voice: Continue to write from a personal and passionate perspective. Use "I" and "my" to maintain the one-woman-show feel, which builds authenticity and connection.
• •Use Storytelling Language: Consistently use metaphors and language related to books, chapters, and stories in all copy. This reinforces the brand's unique selling proposition and appeals directly to its target audience.
• •Emphasize the Sensory Experience: Use descriptive and evocative language that appeals to the sense of smell and the emotions of comfort, nostalgia, and coziness. Connect the scents to specific feelings and settings.
• •Highlight Core Values in All Communications: Regularly mention the use of sustainable, non-toxic, and vegan-friendly materials. This reinforces the brand's commitment to quality and ethical practices, which can be a key differentiator.
• •Engage with a Conversational Tone: Ask questions in social media captions and emails to encourage interaction. Maintain the friendly, approachable tone found in the FAQ and "Our Story" sections to foster a community around the brand.

Social Perception

Niche and artisanal business catering to book lovers, perceived as authentic, trustworthy, caring, and customer-focused.

Copy Examples

• •Introducing 'Midnight Library,' our newest chapter in scent. Lose yourself in notes of aged paper, quiet mystery, and a hint of brewing tea. It’s the perfect companion for your late-night reading adventures. What story will it accompany for you?
• •Sweater weather, a good book, and the scent of 'Autumnal Writer's Loft' filling the air. This is what our coziest dreams are made of. Double-tap if you agree! #UmberEssentials #CozyReading
• •Your next chapter smells amazing. At Umber Essentials, we handcraft non-toxic wax melts inspired by the stories you love. Create the perfect reading escape and let our scents transport you. Discover your new favorite.
• •Escape into a story. For a limited time, get a free 'Lost in the Pages' wax melt with any purchase over $50. It's our way of adding a little more magic to your reading nook.
• •Scent Profile: 'Book Shop Bakery'. Imagine stepping into a charming bookstore with a café tucked in the corner. This melt captures that exact moment with warm notes of fresh coffee, almond croissants, and the comforting scent of well-loved books. A truly cozy and gourmand experience.