Brand Tone

Evocative & Sensory, Warm & Inviting, Aspirational yet Accessible, Passionate & Knowledgeable, Community-Oriented

Brand Values

• •Quality & Craftsmanship
• •Ambiance & Well-being
• •Aesthetic Appeal
• •Sensory Experience
• •Customer Connection

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of your brand's tone (e.g., adjectives like "warm," "evocative," "playful," "sophisticated"), along with "do's and don'ts" for language and style. Share this with anyone creating content.
• •Focus on "Show, Don't Just Tell": Instead of saying a candle is "relaxing," describe the scents and the feeling they evoke (e.g., "let the calming notes of lavender and chamomile gently melt away the day's stress").
• •Use Sensory Language: Appeal to sight (flicker, glow, design), smell (notes, aromas, blends), and even touch (smooth wax, textured vessel) and sound (crackling wick, if applicable) to immerse the customer in the experience.
• •Know Your Audience: Understand who you are talking to. The language used for a younger, trend-focused audience on TikTok might differ slightly in its slang or references compared to a more sophisticated audience on Pinterest, but the core tone (e.g., warmth, quality) should remain consistent.
• •Review and Refine Regularly: Periodically review all marketing copy across different platforms (website, social media, emails, ads) to ensure it aligns with the established brand tone. Get feedback and be willing to adjust as the brand evolves. Consistency builds recognition and trust.

Social Perception

Positive, Trusted (for its niche), Inspirational, Engaging (if social media is active), Gift-worthy

Copy Examples

• •Product Description (Website): Unwind and transform your space with our 'Midnight Jasmine' candle. Hand-poured with a luxurious soy wax blend, its intoxicating notes of night-blooming jasmine, sandalwood, and a hint of citrus will transport you to a serene moonlit garden. Perfect for quiet evenings and moments of reflection. *Ignite your sanctuary.*
• •Social Media Post (Instagram/Pinterest - with a beautiful image): Sundays are for slow mornings and the gentle flicker of your favorite scent. ✨ What Candwick aroma is filling your space today? Share your cozy moments with #CandwickComfort.
• •Email Subject Line (Promotion): Create Your Cozy: Discover New Scents to Welcome Autumn 🍂
• •TikTok Video Caption (Short video showing a candle being lit in a cozy setting): That feeling when the perfect scent sets the vibe.😌 #candwick #cozyhome #candlelover #asmr (sound of wick crackling)
• •About Us Snippet (Website): At Candwick, we believe that a simple flame can illuminate more than just a room—it can spark joy, comfort, and a deeper connection to your surroundings. We pour our passion into every candle, hoping to bring a little more warmth and light into your life.