Brand Tone

Calm, reassuring, and educational. Language is straightforward, informative, personal, and authentic, demystifying CBD and building trust. It avoids jargon, opting for accessible explanations of benefits.

Brand Values

• •Natural Wellness & Purity
• •Transparency & Trust
• •Local & Sustainable Sourcing
• •Efficacy & Relief
• •Education

Best Practices

• •Lead with "Why": Always connect the product back to the core mission of providing natural wellness and relief. Start with the benefit (e.g., "Find your calm," "Soothe your pain") before detailing the feature.
• •Emphasize the Source: Regularly mention the "Catskills," "organic farm," and "small batch" production. This reinforces the brand's key values of purity, locality, and trustworthiness.
• •Use a Reassuring & Calm Vocabulary: Incorporate words like "balance," "calm," "gentle," "pure," "wellness," and "natural." Avoid aggressive or overly hyped sales language. The tone should feel like a trusted recommendation from a friend.
• •Educate, Don't Just Sell: Frame copy as helpful information. Explain what "full spectrum" means or why organic soil is important. This empowers the customer and builds a relationship based on trust, not just a transaction.
• •Maintain Authenticity: Use the founder's story and real-world applications (e.g., managing stress, aiding sleep, soothing aches) to keep the brand grounded and relatable. Authentic stories will resonate more than generic health claims.

Social Perception

Highly positive and trustworthy, aligning with the brand's values. Perceived as a high-quality, reputable, and environmentally sustainable company providing natural alternatives, legitimatizing the CBD market. Enhanced by local sourcing and community-oriented associations like farmers' markets, attracting customers seeking natural solutions for health issues.

Copy Examples

• •Find Your Calm, Naturally. Life moves fast. Find your moment of peace with Upstate Aura. Our organic, full-spectrum CBD is grown in the pure soil of the Catskills to help you ease stress and find balance. Small batch, big impact.
• •The Rest You Deserve. End your day on a tranquil note. Our Very Berry Night gummies are crafted with organic hemp to help you wind down and prepare for a restorative sleep. Wake up refreshed and ready for tomorrow.
• •From Our Farm to Your Home. At Upstate Aura, we know that true wellness starts at the source. That's why we partner with a family-owned organic farm in the Catskills to grow our hemp. We believe in transparency and purity, so you can trust what you're putting in your body. Discover the difference that clean, local CBD can make.
• •More Than Just a Plant. It's a path to wellness. For our founder, CBD offered relief when nothing else would. That personal journey is why we are so passionate about providing a pure, potent, and natural alternative for your health routine. Experience the Upstate Aura story.
• •Targeted Relief, Naturally. Soothe aches and pains right where they start. Our extra-strength CBD cream absorbs quickly to calm sore muscles and achy joints. Infused with subtle notes of rosemary and lavender, it ’s a moment of relief for both body and mind.