Brand Tone

Inspirational, Helpful, Supportive, Authentic, Positive

Brand Values

• •Quality & Craftsmanship
• •Artistic Expression & Creativity
• •Community & Connection
• •Education & Empowerment
• •Beauty & Storytelling
• •Generosity

Best Practices

• •Always Prioritize 'Inspirational' and 'Helpful': Every piece of copy should aim to either inspire photographers with what's possible or provide tangible help and education. Frame product benefits around how they empower the photographer.
• •Embrace 'Authentic' Storytelling: Share genuine stories, whether it's about the brand's journey, customer successes, or the inspiration behind a product. Use relatable language that resonates with the everyday photographer. Avoid overly technical jargon unless explaining a specific concept clearly.
• •Foster 'Community' in Your Language: Use inclusive language ('we,' 'us,' 'our community'). Encourage interaction, ask questions, and celebrate user-generated content. Make your audience feel like they are part of something special.
• •Maintain a 'Positive' and 'Encouraging' Voice: Even when addressing challenges or problems (e.g., editing frustrations), frame the solution in an uplifting and empowering way. Focus on growth, learning, and the joy of the craft.
• •Develop a Brand Lexicon: Create a list of words and phrases that align with the brand's tone and values (e.g., 'illuminate,' 'heartfelt,' 'capture,' 'story,' 'magic,' 'journey,' 'elevate,' 'connect') and a list of words to avoid (e.g., overly aggressive sales language, overly technical or dry terms). Refer to this lexicon when creating new content to ensure consistency.

Social Perception

Trusted Resource, Aesthetic Authority, Community Builder, Value for Money, Responsive & Engaging

Copy Examples

• •Unlock the light. ✨ Our new [Preset Collection Name] is here to help you effortlessly infuse your photos with warmth, emotion, and that signature airy glow. Stop spending hours editing and start telling breathtaking stories. Discover the magic today.
• •Ready to finally master your camera and edit like a pro? Join our [Course Name] and learn the secrets to capturing stunning, heartfelt images. We’ll guide you step-by-step, with a supportive community cheering you on. Your beautiful photography journey starts now.
• •Just WOW! 😍 We are absolutely blown away by this stunning image from [User Handle], beautifully edited with our [Preset Name] preset. Thank you for sharing your incredible talent with our community! Want to be featured? Tag #thelifewecapture.
• •Don't miss out! For a limited time, bring your photos to life with [Discount Percentage]% off all our presets and courses. It's the perfect moment to invest in your passion and create the images you've always dreamed of. Your stories are waiting to be told beautifully.
• •Photography friends, what's the one editing challenge you're struggling with right now? Share in the comments below! Let's help each other grow and learn together. Our community is here to support you every step of the way! 👇