Brand Tone

Aspirational yet Accessible, Calm and Serene, Appreciative and Thoughtful, Minimalist and Understated, Friendly and Approachable

Brand Values

• •Quality Craftsmanship
• •Timeless Design
• •Beauty in Simplicity
• •Joy in Everyday Living
• •Curated Selection
• •Creating Inspired Spaces

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of your brand tone (e.g., calm, aspirational, minimalist) with examples of do's and don'ts. Share this with anyone creating content.
• •Focus on "Show, Don't Just Tell": Instead of saying "we sell quality products," describe the materials, craftsmanship, or the feeling the product evokes to *show* its quality and value.
• •Use Consistent Vocabulary and Sentence Structure: If the tone is minimalist and serene, avoid overly complex sentences, jargon, or excessively hyped-up language. Choose words that reflect the brand's aesthetic (e.g., "curated," "mindful," "serene," "timeless," "crafted").
• •Maintain Visual and Textual Harmony: Ensure the tone of the copy aligns with the visual elements used on the website and social media. A calm, minimalist copy style should be paired with similarly styled imagery.
• •Read Aloud and Review: Before publishing, read copy aloud to catch awkward phrasing or tones that don't align with the intended brand voice. If possible, have a second person review it against the brand voice guide.

Social Perception

Positive (among its audience), Niche Appeal, Trustworthy (based on product presentation and on-site reviews), Inspirational

Copy Examples

• •Instagram Post (Image: A beautifully arranged shelf with their ceramic vase and a book): "Find beauty in the quiet moments. Our curated collection is designed to bring a sense of calm and understated elegance to your everyday. Discover pieces that tell a story. #UmberShoppe #SimpleJoys #HomeSanctuary"
• •Facebook Ad (Carousel of different home decor items): "Elevate your space with timeless design. At Umber Shoppe, we handpick each item for its quality, beauty, and ability to inspire. Create a home you love, one thoughtful piece at a time. Shop our new arrivals."
• •Product Description (for a linen throw blanket): "Drape your moments in comfort. Our pure linen throw offers a soft touch and a relaxed aesthetic, perfect for cozy evenings or adding a layer of texture to your living space. Crafted for lasting quality and effortless style."
• •Email Newsletter Subject Line: "Inspiration for a Serene Home | New from Umber Shoppe" (Email Body Snippet): "This week, we're drawn to the simple elegance of natural textures and calming hues. Discover new arrivals designed to help you curate a peaceful and personal sanctuary..."
• •Website Banner Text: "Umber Shoppe: Curated goods for a life well-lived. Discover timeless pieces that bring beauty and intention to your home."