Brand Tone

Ethical, Spiritual, and Informative

Brand Values

• •Conservation & Sustainability
• •Authenticity & Cultural Respect
• •Wellness & Healing
• •Quality & Affordability
• •Innovation

Best Practices

• •Lead with the Mission: Always connect the product back to the core mission of protecting wild white sage. This is the brand's most powerful differentiator and should be a consistent thread in all communications.
• •Use Spiritual but Accessible Language: Continue using words like "ritual," "cleanse," "energy," and "sanctuary." However, ensure the tone remains inviting and not exclusionary, so even newcomers to smudging feel welcome.
• •Highlight "Cultivated, Not Wild": Regularly use phrases like "sustainably grown," "farm-cultivated," and "100% non-wild" to reinforce the brand's ethical stance and unique selling proposition.
• •Tell the Founder's Story: Periodically weave elements of Andrew and Ginty's story into the copy. Personal narratives build authenticity and emotional connection with the audience.
• •Educate and Guide: Frame copy as helpful guidance. Offer tips on how to perform a cleansing ritual, explain the properties of different herbs, or share the cultural significance of smudging. This builds trust and positions the brand as a knowledgeable authority.

Social Perception

The brand is perceived as a highly ethical, mission-driven company, a trustworthy and authentic source for spiritual and wellness products. Customers view it as a specialist and a good choice for environmentally and culturally conscious purchases, reinforced by its focus on spiritual and aesthetic aspects. The perception is generally neutral-to-positive, given the absence of public complaints or negative discussions.

Copy Examples

• •Every smudge stick we craft is a promise kept G to nature, to tradition, and to you. Cultivated with care to protect wild white sage, our incense offers a pure path to peace. Begin your ritual with intention.
• •Experience the calming essence of our 7 Chakra Floral Sage. Each bundle is handcrafted on our farm, blending sustainably grown white sage with vibrant petals to help align your energy and purify your space. A truly guilt-free way to find your center.
• •Ginsage began not just as a business, but as a mission. By cultivating white sage, we fight to end its poaching in the wild. Every purchase supports this goal, bringing harmony to your home and to the earth.
• •Sustainably Grown. Spiritually Minded. Shop our collection of handcrafted white sage and discover the peace of mindful sourcing.
• •Find your sanctuary, sustainably. For a limited time, enjoy 15% off our entire collection of ethically cultivated sage products. Cleanse your space, knowing you're protecting a sacred plant.