Brand Tone

Aspirational & Artistic, Modern & Minimalist, Inspirational & Curated, Quietly Confident, Slightly Playful/Engaging

Brand Values

• •Aesthetic Excellence & Design
• •Uniqueness & Individuality
• •Inspiration & Creativity
• •Quality Craftsmanship
• •Creating a Sanctuary

Best Practices

• •Develop a Brand Voice Guide: Create a document outlining key characteristics of your tone (e.g., sophisticated, minimalist, inspiring), words to use, words to avoid, and grammar/style preferences. Share this with anyone creating content.
• •Focus on "Why," Not Just "What": Instead of only describing product features, communicate the feeling or experience the product brings (e.g., "Create a serene reading nook" vs. "Beige armchair"). Connect with the aspirational aspect of your brand.
• •Use Visually Evocative Language: Since home décor is highly visual, use descriptive words that help the audience imagine the products in their own space. Words like "sculptural," "ethereal," "tactile," "radiant," and "serene" can enhance the artistic and aspirational tone.
• •Maintain Consistency Across All Channels: Ensure the tone used on your website, social media captions, email marketing, and customer service interactions is aligned. A customer should feel they are interacting with the same brand personality everywhere.
• •Listen and Adapt (Subtly): Pay attention to how your audience responds to your content. While maintaining your core tone, you can subtly adapt your language based on engagement and feedback, ensuring it continues to resonate without losing its identity. For example, if a slightly more conversational tone on Instagram stories drives engagement, incorporate that without abandoning your overall sophisticated feel.

Social Perception

Design-Conscious Customers, Source of Inspiration, Niche & Boutique Feel, Quality over Quantity, Aspiring to a Certain Lifestyle

Copy Examples

• •Product Ad (Sculpture): "More than an object, it's a conversation. Introduce sculptural elegance to your space with the 'Aura' piece. Discover the form that speaks to you. #illmusehome #ArtForYourHome #ModernDecor"
• •Instagram Caption (New Collection): "Where minimalist design meets soulful artistry. Our new collection is curated to inspire tranquility and elevate your everyday. Explore the pieces that transform a house into a sanctuary. Link in bio. #Illmuse #HomeInspo #NewCollection #MinimalistHome"
• •Email Subject Line (Promotion): "Curate Your Calm: 20% Off Select Illmuse Accents"
• •Website Banner: "ILLMUSE: Objects of art. Spaces of soul. Discover unique décor."
• •TikTok Video Idea (Caption): "Styling our 'Geo' vase three ways ✨ Which look is your favorite? Let us know! 👇 #illmuse #decorhacks #homestyling #vasestyling #interiordesign"