Brand Tone

Friendly & Welcoming, Spooky & Edgy, Creative & Passionate

Brand Values

• •Community
• •Individuality & Self-Expression
• •Craftsmanship & Quality
• •Authenticity

Best Practices

• •Always write as if you're talking to a friend who shares your interests. Use "we" and "you," ask questions, and use a conversational, welcoming tone. Words like "babe," "ghoul," "bestie," and "friend" reinforce this.
• •Juxtapose classic spooky themes (ghosts, horror, midnight) with positive, exciting language (magical, sparkling, love, creative, vibrant). This keeps the tone fun and edgy, not just dark.
• •Consistently remind customers that items are handmade. Use phrases like "crafted in our lab," "sewn with love," "each one is unique," and "made just for you" to highlight the value of craftsmanship.
• •Continue using brand-specific terms like "Spooky Babes" to foster a sense of community. This makes customers feel like insiders and part of a special club.
• •Ensure the spooky, creative, and friendly tone is reflected in all communications—from the website's banner to the auto-reply on an email. The language used in a product description should feel like it came from the same person who writes the Instagram captions.

Social Perception

Niche & Proud, Community-Focused, Creative & Trustworthy

Copy Examples

• •It’s alive! Frankenstein’s monster has nothing on our latest creation. This handmade, glitter-drenched tumbler is dying to hold your favorite potion (or morning coffee). Each one is crafted with a little bit of magic and a whole lot of spooky love. Tap to shop before they vanish into the mist!
• •Hey, Spooky Babes! We saw this new glitter and just HAD to show you first. What horror icon should we create with this? Drop your ideas below! The winning idea gets a special discount on the new design. Thanks for being the best community a ghoul could ask for!
• •Summon your best ideas with the 'Midnight Ritual' pen. Handmade with layers of deep purple glitter and holographic bats, this pen isn't just for writing—it's for casting spells. Perfect for journaling, planning your next spooky adventure, or just making your desk a little more you. Refillable, reliable, and ridiculously magical.
• •Psst... We Made Something Weird For You. Tired of the mundane? So are we. That's why we've been locked in the lab creating a new line of stickers and keychains that celebrate your wonderfully weird side. From pastel goth to classic horror, find the piece that screams 'you.' Peek if you dare...
• •Sending a little bit of spooky magic to its new home! ✨ Thank you, Ashley, for your order! #spookytumbler #handmade #smallbusiness #packanorderwithme #goth