Brand Tone

The predominant tone of Willow Tree and Company is warm, personal, and aspirational. The language used across its website and social media is inviting and focuses on creating a feeling rather than just selling a product. The voice is that of a passionate and experienced friend or designer (specifically, the founder, Jill DeBerry) who is sharing her love for home décor. Words like "cozy," "warmth," "character," "authentic," and "welcoming haven" are used frequently to evoke a sense of comfort and belonging. The brand speaks directly to the customer, using "you" and "your home" to create a personal connection and help them envision the products in their own space.

Brand Values

• •Authenticity and Personal Expression
• •Curation and Quality
• •The Art of Mixing Old and New
• •Passion and Expertise
• •Community and Connection

Best Practices

• •Lead with Feeling, Follow with Function: Start your copy by describing the emotion or atmosphere the product creates (e.g., "the heart of modern rustic decor," "calm, collected, and quietly cozy"). Then, provide the functional details like materials and dimensions.
• •Tell the Story of the Mix: Always reinforce the brand's core value of blending old and new. Use phrases like "vintage-inspired," "modern polish on a classic," or "feels collected over time" to describe how different pieces work together.
• •Use Sensory and Evocative Language: Employ words that appeal to the senses—"weathered wood," "soft textures," "quietly cozy," "aged brass." This helps the customer imagine the tactile experience of the products and the ambiance they will create.
• •Speak Directly to the Customer as a Guide: Use a personal and encouraging tone. Frame your copy as helpful advice from a trusted friend or designer. Phrases like "We're here to help you discover your style" and "Let's explore unique ways to transform your house" empower the customer.
• •Maintain Authenticity Through the Founder's Voice: Continue to weave Jill's story and passion into the brand narrative, especially on the "About" page and in blog posts. This personal touch is a key differentiator and builds a stronger, more authentic connection with the audience than a generic corporate voice ever could.

Social Perception

The public perception of Willow Tree and Company appears to be very positive, centered on product quality and the brand's unique style. Customers praise the high quality of products, the specific 'modern rustic with a vintage vibe' aesthetic, and a positive shopping experience including prompt shipping and enjoyable local events. The brand's authenticity, rooted in the founder's passion, builds trust and resonates with the audience.

Copy Examples

• •It's more than just light. It's the soft glow that makes you want to stay a while. Our new iron lanterns are here to bring that quiet, cozy magic to your evenings. Perfect for the hearth, the entryway, or anywhere you need a little warmth. ✨ #ModernRustic #CozyHome #WillowTreeAndCompany
• •Some pieces just feel like home. Carved from solid mango wood, this dough bowl carries the soul of a vintage find with the clean lines of modern style. Each bowl tells its own story through natural grain and subtle imperfections. Style it on your coffee table with seasonal stems or let its simple beauty shine on its own. A true forever piece, collected over time.
• •It’s Time to Come Home (to a space you love) At Willow Tree and Company, we believe decorating isn't about following trends—it's about gathering pieces that speak to you. It's the art of mixing weathered wood with soft textures to create a feeling of warmth and history. Ready to create that 'finally finished' feeling? Explore our new arrivals.
• •We love seeing our pieces in your beautiful homes! Look how @[customer_handle] used our distressed clay vase to create the perfect welcoming touch in her entryway. This is what it's all about: creating a space that's uniquely YOU. Share your style with #MyWillowTreeHome for a chance to be featured!
• •A little rust. A little candlelight. A whole lot of cozy. Our Fall Collection is here—thoughtfully curated to bring warmth, charm, and just the right amount of autumn into your home, long after the season's gone.