Brand Tone

Friendly and Approachable, Empowering and Positive, Passionate and Genuine, Playful and Trendy

Brand Values

• •Empowerment
• •Self-Expression
• •Quality
• •Customer Experience
• •Handmade/Artisanal Touch
• •Community and Connection

Best Practices

• •Embrace 'You' Language: Always speak directly to the customer, making them feel seen and understood. Use phrases like 'feel like YOU,' 'your personality,' 'inspire you.'
• •Highlight the Feeling, Not Just the Product: Focus on the confidence, beauty, and self-expression the jewelry evokes, rather than just its physical attributes. 'It's not the material items, it's the feelings they provoke.'
• •Maintain a Positive and Uplifting Voice: Ensure all communication is encouraging and celebratory. Avoid negative or overly critical language.
• •Share the 'Why': Weave in the brand's story and the founder's passion. Authenticity resonates; let customers know the heart behind Essbe.
• •Be Conversational and Relatable: Use a friendly, approachable tone as if talking to a friend. Incorporate current language and trends where appropriate (especially on platforms like TikTok), but always ensure it aligns with the core values of empowerment and genuine connection.

Social Perception

Positive and Engaging, Trendy and Modern, Supportive of Small Business

Copy Examples

• •Instagram Post (New Collection): 'Shine from the inside out ✨ Our new collection is here to celebrate YOU! Each piece is designed to make you feel as amazing as you are. Find your new favorite way to sparkle. #EssbeJewelry #FeelYourBest #SelfExpression'
• •Facebook Ad (Permanent Jewelry): 'Create a lasting memory with Essbe. ✨ Get linked with your bestie, your love, or treat yourself to a beautiful piece of permanent jewelry that’s uniquely you. It’s more than jewelry, it’s a feeling. Book your appointment in [City/Location] today! #EssbePermanentJewelry #ForeverLinked #MichiganMade'
• •TikTok Video Caption (Behind the Scenes): 'A little Sunday sparkle ✨ Packaging up your orders with love and getting ready for a week of making you shine! What are you hoping to see from Essbe next? #SmallBizLove #HandmadeJewelry #EssbeBTS #PermanentJewelry #MetroDetroit'
• •Website Banner (Brand Mission): 'Essbe: It's not just jewelry, it's the confidence it sparks. Discover pieces that let your true self shine. #EmpowerYourStyle'
• •Email Newsletter Subject (Pop-Up Event): 'You're Invited! ✨ Join Essbe for a Sparkly Pop-Up in [Location]!' (Body: 'Hey [Name], get ready to find your new favorite piece! We're bringing Essbe to [Location] for a special pop-up event. Come experience our latest collections, get permanent jewelry, and share some good vibes. We can't wait to see you! [Dates, Times, Address] #EssbeEvents #ShopLocalMichigan')