Brand Tone

Mystical & Enchanting, Handcrafted & Personal, Empowering & Individualistic, Approachable & Community-Focused

Brand Values

• •Authenticity & Craftsmanship
• •Spirituality & Mysticism
• •Individuality & Self-Expression
• •Natural & Quality Ingredients
• •Transparency & Connection

Best Practices

• •Develop a "Brand Voice Chart": Define key adjectives (e.g., mystical, handcrafted, empowering, authentic, personal) and create "do's and don'ts" for language. For example, "Do: Use evocative and sensory language. Don't: Use overly corporate or generic phrasing."
• •Embrace Storytelling: Share the inspiration behind products, the crafting process, or the lore associated with items (e.g., the properties of a specific crystal or herb). This aligns with the mystical and personal values.
• •Use Consistent Thematic Language: Incorporate words and phrases related to magic, nature, spirituality, the moon, and craftsmanship regularly (e.g., "enchant," "sacred," "ritual," "hand-poured," "lunar").
• •Maintain a Personal Connection: Especially if it remains a solopreneur venture upon reopening, continue the personal touch seen in Shannon's TikTok communications. Address the audience directly and share the passion behind the brand.
• •Align Visuals and Text: Ensure that the imagery used on the website and social media complements the mystical, handcrafted, and natural tone of the copy. Darker, atmospheric, or nature-inspired visuals would likely resonate.

Social Perception

Niche & Unique, Positive (though limited feedback), Emerging/Small Scale

Copy Examples

• •Unearth ancient energies. Our latest collection of hand-selected crystals arrives shimmering with intention, ready to empower your journey. Discover your new mystical ally at Midnight Maker.
• •Ignite your intentions. Each Midnight Maker spell candle is hand-poured under the moon's gaze, infused with sacred herbs and potent magic. What will you manifest?
• •Dare to be enchanted. At Midnight Maker, we celebrate the path less traveled, crafting unique tools and treasures for your spiritual practice. Embrace your inner magic. #MidnightMakerMagic #WitchyFinds
• •Wisdom of the Earth, bottled for you. Our ethically sourced apothecary herbs are selected for their purity and power, ready to infuse your rituals with nature's essence. Connect deeply with Midnight Maker.
• •From our hands to your sacred space. Every piece at Midnight Maker is crafted with intention, care, and a touch of midnight magic. Feel the difference true artisanship makes.