Brand Tone

Conscious & Responsible, Informative & Transparent, Friendly & Approachable, Positive & Empowering, Modern & Innovative

Brand Values

• •Sustainability & Eco-friendliness
• •Health & Safety
• •Effectiveness
• •Transparency
• •Innovation
• •Responsibility
• •Community

Best Practices

• •Always Lead with Values: Ensure that core values like eco-friendliness, safety, and effectiveness are woven into all communications, whether it's a product description, social media post, or ad copy.
• •Maintain Transparency: Clearly communicate about ingredients, certifications (like USDA BioBased), and sustainability efforts (e.g., "plastic neutral," "70% less plastic refills"). This builds trust and reinforces the brand's integrity.
• •Use Empowering & Positive Language: Frame messages around the positive impact consumers can make by choosing Born Good. Focus on benefits like a healthier home, a cleaner planet, and peace of mind, rather than just product features.
• •Be Informative but Approachable: While providing scientific backing and details about product efficacy, maintain a friendly, clear, and easy-to-understand tone. Avoid overly technical jargon unless explained simply. The tagline "Have A Clean Day!" is a good example of this.
• •Highlight Sensory Benefits & Efficacy: Alongside eco-credentials, emphasize that the products work effectively and offer pleasant natural fragrances (e.g., "Brazilian Rosewood," "Japanese Cypress," "Orchard Fresh"). Customer testimonials about cleaning power and scent are valuable here.

Social Perception

A trustworthy eco-friendly brand, Effective and high-quality, Safe for families, A responsible choice, Innovative and modern, Indian-grown with global standards

Copy Examples

• •Headline: Clean Home, Clear Conscience. Purely Powerful. Body: Tired of harsh chemicals? Born Good delivers plant-powered cleaning that's tough on grime but gentle on your home and our Earth. USDA Certified BioBased, because what's inside matters. Have a Clean Day! Call to Action: Discover Nature's Clean
• •Headline: Little Hands, Paws, and a Planet to Protect. Body: Keep your home sparkling and your loved ones safe. Our non-toxic, biodegradable cleaners are made with plant-based ingredients, perfect for homes with curious kids and playful pets. Breathe easy, clean happy. Call to Action: Shop Baby & Pet Safe
• •Headline: More Clean, Less Waste. That's Born Good. Body: Our concentrated formulas and smart refill packs mean a little goes a long way – for your home and the planet. We use 70% less plastic in refills and recycle twice what we use. Join the refill revolution! Call to Action: Refill & Reduce Today
• •Headline: Inspired by Nature, Perfected by Science. Body: We blend the best of plant-based ingredients with cutting-edge science to create cleaners that truly perform. Experience the Born Good difference: effective, eco-friendly, and wonderfully fragrant. Call to Action: Explore Our Science
• •Headline: Your Everyday Choices Can Change the World. Body: Choosing Born Good means choosing a cleaner home and a healthier planet. From our USDA certified ingredients to our plastic neutral promise, we're making sustainability simple. Make the switch. Feel the good. Call to Action: Join the Born Good Movement