Brand Tone

Friendly, enthusiastic, inclusive, and creative.

Brand Values

• •Inclusivity and Community: Being a welcoming community for everyone to experience the joy of indie nail polish.
• •Creativity and Self-Expression: Nail polish as a tool for telling a story and expressing individual style and personality.
• •Joy and Self-Care: Sharing the joy that a tiny bottle of polish can bring and seeing nail polish as a therapeutic escape.
• •Quality and Artistry: Indie nail polishes crafted with care, mixed with love, and designed to inspire.
• •Individuality and Embracing Uniqueness: Breaking barriers and forging your own path, reflecting the belief that imperfections create unique beauty.
• •Ethical Practices: 10-free, vegan, and cruelty-free.
• •No FOMO (Fear Of Missing Out): Enjoying the product without pressure.

Best Practices

• •Embrace Enthusiasm: Use exclamation points judiciously but effectively to convey excitement. Share positive customer experiences and celebrate new launches with genuine joy.
• •Keep it Relatable and Friendly: Use contractions (e.g., "it's," "you're") and address the audience directly ("you," "your"). Share behind-the-scenes glimpses or "fun facts" to build connection.
• •Foster Community: Actively engage with comments and messages. Use inclusive language that makes everyone feel welcome. Refer to community groups like "Cracked Cronies" to reinforce belonging.
• •Highlight Creativity and Individuality: Encourage users to share their unique nail art and styles. Use descriptive and imaginative language when talking about polish colors and collections.
• •Stay True to Core Values: Consistently mention ethical practices (10-free, vegan, cruelty-free) and the idea of nail polish as self-care and a source of joy. Ensure messaging aligns with the "no fomo" and "wearable indie polish" ethos.

Social Perception

Customers generally perceive Cracked Polish very positively. Reviews frequently highlight the unique colors, excellent formulas, and fast drying times. The owner, Monique, is often praised for her creativity, customer service, and the quality of the polishes. The brand is described as a "fab indie brand" and has quickly become a favorite for many customers. There's a strong sense of community, particularly noted in the Facebook group. Customers appreciate the brand's responsiveness and the personal touch, such as the founder creating shades based on customer requests or personal inspirations. The brand appears to have a loyal following, with many customers owning multiple polishes and eagerly awaiting new collections.

Copy Examples

• •Unleash your inner sparkle. ✨ Our polishes aren't just color, they're a conversation starter. Wear it loud, wear it proud. #CrackedPolish #IndieNailLove
• •From bold and vibrant to soft and dreamy, find the shade that tells *your* story. Crafted with love, 10-free, and always cruelty-free. What color is your mood today? 😉 #SelfExpressionInABottle
• •Join the Cracked Cronies! 🎉 It's more than just nail polish, it's a community of color lovers, creatives, and joy-sparkers. Share your manis, get inspired, and help us name our next iconic shade! #CrackedCommunity #NailJoy
• •Feeling a bit 'meh'? A fresh coat of [Insert Quirky Polish Name Here] is like a mini-vacay for your fingertips. Therapeutic, fun, and oh-so-fabulous. Go on, treat yourself! 💅 #CrackedPolishVibes
• •Imperfection is beauty. Cracks and all. Our polishes celebrate your unique style. Find your perfect, imperfect shade today. #EmbraceYourCracks #IndieBeauty