Brand Tone

Aspirational & Indulgent, Informative & Enthusiastic, Friendly & Approachable, Celebratory

Brand Values

• •Quality & Premium Selection
• •Customer Experience & Satisfaction
• •Sensory Experience & Wellbeing
• •Accessibility of Luxury
• •Supporting Australian Brands
• •Sustainability (emerging)

Best Practices

• •Develop a Central Tone of Voice Guide: Document the brand's personality, key descriptive words (e.g., luxurious, welcoming, sensory, thoughtful), "words to avoid," and specific examples for different platforms (website, email, social media). Ensure this guide reflects the blend of aspirational luxury with friendly approachability.
• •Prioritize "Sensory" and "Emotive" Language: Consistently use words that evoke feelings, describe scents vividly, and connect products to experiences (e.g., "enveloping," "refreshing," "calming," "celebrate," "indulge," "unwind").
• •Balance Aspiration with Accessibility: While highlighting luxury and premium quality, ensure the language remains welcoming and not alienating. Continue to emphasize value and the joy of gifting for various occasions and budgets.
• •Tailor Tone by Platform, but Maintain Core Voice: Allow for a more casual, trendy, and interactive tone on platforms like TikTok, while maintaining a slightly more polished but still warm tone on the website and in emails. The underlying values of quality, sensory experience, and thoughtful gifting should remain consistent.
• •Incorporate Storytelling: Share the stories behind the Australian brands you partner with, the craftsmanship of the products, or how certain scents can enhance life's moments. This adds depth and emotional connection, reinforcing the brand's values.

Social Perception

Trusted Retailer of Popular Brands, Good Value for Money, Positive Customer Service, Go-To for Gifts, Aesthetically Pleasing & Trendy (on social media)

Copy Examples

• •Homepage Banner: "Elevate Your Everyday. Discover curated fragrances and luxurious gifts that transform moments into memories. Shop Australian-owned premium brands at The Gift Company."
• •Product Description (e.g., for a candle): "Immerse yourself in the comforting embrace of [Scent Name]. Hand-poured in Australia, this luxurious soy candle blends notes of [Note 1], [Note 2], and [Note 3] to create an oasis of calm in your space. The perfect treat for yourself or a thoughtful gift for someone special."
• •Instagram Post: "Scent your sanctuary ✨ Our latest collection from [Brand Name] has arrived, bringing with it aromas that soothe, uplift, and inspire. Which fragrance will you choose to tell your story? Tap to explore. #TheGiftCompanyAU #HomeFragrance #AustralianMade #LuxuryGifts #SelfCareSunday"
• •Email Subject Line (Promotion): "A Little Luxury Awaits ✨ Spoil Yourself (or Someone Else!) with 20% Off Our Bestselling Diffusers!"
• •TikTok Video Caption: "Unbox a little bit of bliss with us! 😍 This [Product Name] from [Brand Name] is pure indulgence. That scent throw? Next level. #GiftIdeas #LuxeForLess #FragranceHaul #TheGiftCompanyAU #TreatYourself"