# simplycurated.com Brand Voice Guidelines

This document outlines the core communication style, tone, and patterns for Simply Curated, ensuring consistency and authenticity across all brand touchpoints.

### Communication Style

-   **Overall Tone and Personality:** Simply Curated's voice is **friendly, authentic, and informative**. It conveys a sense of **warmth, quality, and meticulous craftsmanship**. While professional, it remains approachable and inviting, reflecting a passion for home ambiance and natural ingredients. There's a subtle pride in the handmade nature and ethical values of the products.
-   **Key Stylistic Elements and Patterns:**
    *   **Concise and Direct:** Communication is clear, straightforward, and avoids unnecessary jargon or overly complex sentences. Statements are often declarative and impactful.
    *   **Emphasis on Craftsmanship & Origin:** Recurring phrases highlight the handmade nature and local origin ("made by hand in Grand Rapids, MI," "100% soy candles," "handpoured in our studio").
    *   **Value-Driven Language:** Key ethical commitments are consistently emphasized ("vegan, cruelty-free and phthalate-free").
    *   **Sensory Descriptions:** While not always explicit in the provided data, the product names (e.g., "Peony + Salt," "Guava Fig," "Oakmoss + Leather") imply a focus on evocative, sensory language for scents.
    *   **Structured Information:** Uses clear headings, subheadings, and lists to present information in an easily digestible format.
-   **Vocabulary Preferences and Word Choices:**
    *   **Core Vocabulary:** "Handmade," "curated," "soy wax," "fragrance," "essential oils," "vegan," "cruelty-free," "phthalate-free," "uplift," "ambiance," "home," "quality," "craftsmanship," "natural."
    *   **Simplicity:** Prefers simple, accessible words over complex ones.
    *   **Descriptive Nouns:** Relies on strong, descriptive nouns, especially for product names and scent profiles.

### Content Patterns

-   **Common Themes and Topics:**
    *   **Product Quality & Ingredients:** Highlighting the natural, ethical, and high-quality components of products (e.g., 100% soy wax, phthalate-free fragrance).
    *   **Artisan Craftsmanship:** The "handmade" and "handpoured" process, emphasizing attention to detail.
    *   **Home & Lifestyle Enhancement:** How products contribute to a pleasant and uplifting home environment.
    *   **Brand Story & Values:** Sharing the founder's journey and the company's commitment to ethical production.
    *   **Scent Exploration:** Categorizing and describing diverse fragrance profiles.
-   **Structural Approaches to Content:**
    *   **Headline-Driven:** Uses strong, benefit-oriented headlines (e.g., "a greeting card and candle in one," "Fragrance for every room of the home").
    *   **Feature/Benefit Listing:** Often presents key features (e.g., "100% soy wax") alongside their implied benefits (e.g., "uplift your home").
    *   **Categorization:** Content is well-organized into logical categories (scents, collections, sizes).
    *   **Founder Spotlight:** Includes brief, personal stories about the brand's origin.
-   **Call-to-Action Styles and Patterns:**
    *   **Direct and Imperative:** CTAs are straightforward and action-oriented.
    *   **Clear and Concise:** Short phrases that leave no ambiguity about the desired action.
    *   **Examples:** "SHOP NOW," "Learn more," "Explore," "Read more," "View products," "Shop the look."

### Audience Interaction

-   **How the Brand Addresses its Audience:** The brand addresses its audience implicitly, inviting them to experience the products and values. It uses "we" when discussing brand actions and commitments ("We take the ingredients...").
-   **Level of Formality and Relationship Style:** The relationship is one of a **trusted, knowledgeable artisan**. It's informal enough to feel personal and friendly, but maintains a professional tone that inspires confidence in product quality.
-   **Engagement and Conversation Patterns:** Engagement is primarily through clear product information and value propositions. While not overtly conversational, the transparency about ingredients and process fosters trust and a sense of connection.

### Guidelines & Examples

-   **Do's for Brand Communication:**
    *   **Do** emphasize "handmade," "100% soy," "vegan," "cruelty-free," and "phthalate-free."
    *   **Do** use clear, concise language.
    *   **Do** highlight the sensory experience of our products.
    *   **Do** connect products to creating a beautiful and uplifting home.
    *   **Do** maintain an authentic and approachable tone.
    *   **Do** use strong, direct calls to action.
-   **Don'ts for Brand Communication:**
    *   **Don't** use overly complex vocabulary or jargon.
    *   **Don't** make exaggerated or unsubstantiated claims.
    *   **Don't** sound overly corporate or impersonal.
    *   **Don't** be verbose; get straight to the point.
    *   **Don't** deviate from our core values of quality, craftsmanship, and ethical ingredients.
-   **Example Phrases and Expressions that are "On-Brand":**
    *   "Uplift your home with our thoughtfully curated scents."
    *   "Handpoured in our Michigan studio with 100% soy wax."
    *   "Always vegan, cruelty-free, and phthalate-free."
    *   "Experience the difference of true craftsmanship."
    *   "Fragrance for every room of the home."
    *   "Discover your new favorite scent."
-   **Content Types and Formats the Brand Uses:**
    *   Product descriptions (focused on ingredients, scent profile, and benefits).
    *   Collection overviews (highlighting themes or features).
    *   "About Us" content (sharing the brand story and values).
    *   Marketing copy for promotions (e.g., free shipping offers).
    *   Informational pages (FAQ, Candle Care, Our Commitment).
    *   Blog posts (implied for "Learn more" links, focusing on process, ingredients, or lifestyle).