# voice.md

## Communication Style

### Overall tone and personality
The Literie Candle brand communicates with a **friendly, enthusiastic, and approachable** tone. It's **playful and relatable**, often incorporating pop culture references and a touch of whimsy. While confident in its product quality and values, the brand maintains a **casual and conversational** demeanor, making it feel like a trusted friend sharing a delightful discovery. There's an underlying sense of **pride and authenticity** in its origins and craftsmanship.

### Key stylistic elements and patterns
*   **Concise and impactful headlines:** Short, punchy phrases that grab attention and convey a clear message.
*   **Direct address:** Frequently uses "Your" or implies "You" to create a personal connection.
*   **Enthusiastic language:** Uses exclamation marks and positive phrasing to convey excitement and delight.
*   **Descriptive and evocative imagery:** Especially when hinting at product experiences, using sensory details.
*   **Lists and bullet points:** For clearly presenting brand values, features, or gift categories.
*   **Conversational phrasing:** Avoids overly formal or corporate jargon.
*   **Capitalization for emphasis:** Often used in calls-to-action and key promotional messages.

### Vocabulary preferences and word choices
*   **Relatable and everyday language:** Easy to understand, avoids pretentiousness.
*   **Sensory and experiential words:** Implied by product nature (e.g., "scent notes," "exceptional scent throw").
*   **Words emphasizing quality and ethics:** "non-toxic," "clean ingredients," "pet-friendly," "cruelty-free," "high-quality oils."
*   **Words highlighting brand story:** "female founded," "born in nyc," "proudly small," "usa made," "small batches."
*   **Playful and specific descriptors:** "classic sugar pies, great whites, and a strong attempt at a jack-o'-lantern that was definitely carved with a dull knife."
*   **Pop culture and niche interest terms:** Reflecting collaborations and gift categories (e.g., "WICKED on Broadway," "Runners," "Foodies," "Binge Watchers," "Mahjong Players").

## Content Patterns

### Common themes and topics
*   **Product discovery and delight:** Highlighting new scents, collaborations, and unique offerings.
*   **Gifting and personalization:** Emphasizing candles as thoughtful gifts for specific interests or occasions.
*   **Brand values and craftsmanship:** Showcasing the quality, ethical production, and NYC origins.
*   **Promotions and savings:** Encouraging purchases through bundles, discounts, and free gifts.
*   **Seasonal and event-based themes:** Tying products to holidays, seasons, or cultural events (e.g., "the fall shop," "NYC Marathon candle").

### Structural approaches to content
*   **Headline-driven:** Content often begins with a strong, engaging headline followed by brief, descriptive text.
*   **Benefit-oriented:** Focuses on what the customer gains (e.g., "save $10," "illuminate your achievement," "earn money off + unlock free candles").
*   **Categorized browsing:** Products and gifts are often grouped by interest or type, making navigation intuitive.
*   **Visual-first:** Implied by the short text snippets accompanying what would be visual banners.

### Call-to-action styles and patterns
*   **Direct and action-oriented:** Uses clear verbs telling the user what to do.
*   **Often capitalized:** For increased visibility and urgency.
*   **Sometimes playful or themed:** Aligned with the product or promotion.

**Examples:**
*   `START SHOPPING`
*   `PICK A PUMPKIN`
*   `Shop Now`
*   `Pick your Pair`
*   `SHOP THE COLLECTION`
*   `JOIN NOW`
*   `Add to cart`

## Audience Interaction

### How the brand addresses its audience
The brand addresses its audience directly and personally, often posing rhetorical questions or acknowledging their potential needs/dilemmas. It speaks to customers as individuals with specific interests and passions.

**Examples:**
*   "Your cart is empty"
*   "Have an account?"
*   "can't pick just one?"
*   "Those miles aren't going to celebrate themselves!"

### Level of formality and relationship style
The relationship is **casual, friendly, and empowering**. The brand positions itself as a knowledgeable yet approachable guide, sharing exciting products and encouraging customers to celebrate their achievements and passions. It fosters a sense of community around shared interests (e.g., runners, binge-watchers).

### Engagement and conversation patterns
The brand encourages engagement through:
*   **Interactive choices:** "mix, match + save."
*   **Direct questions:** Prompting reflection or decision.
*   **Social media presence:** Links to Facebook, Instagram, TikTok suggest an open channel for ongoing conversation and community building.
*   **Loyalty programs:** "literie perks" to foster long-term relationships.

## Guidelines & Examples

### Do's and don'ts for brand communication

**Do:**
*   **Be enthusiastic and positive.**
*   **Use direct address and a personal tone.**
*   **Incorporate playful, descriptive language, especially for product features.**
*   **Highlight brand values (female-founded, NYC-born, non-toxic, cruelty-free, USA-made).**
*   **Keep sentences concise and impactful.**
*   **Embrace collaborations and pop culture references where appropriate.**
*   **Use clear, action-oriented calls-to-action.**

**Don't:**
*   **Be overly formal or corporate.**
*   **Use jargon or overly complex vocabulary.**
*   **Sound generic or uninspired.**
*   **Forget to connect products to specific interests or gifting occasions.**
*   **Be shy about promoting special offers and bundles.**

### Example phrases and expressions that are "on-brand"
*   "Unbox your free gift!"
*   "Can't pick just one? We get it."
*   "Those miles aren't going to celebrate themselves! Illuminate your achievement!"
*   "Our official NYC Marathon candle returns with a limited-edition box + new scent notes."
*   "Female founded, born in NYC + proudly small."
*   "Clean ingredients + pet-friendly."
*   "Mix, match + save $10 on any two candles, every day."
*   "Pick your perfect pumpkin scent."

### Content types and formats the brand uses
*   **Website headlines and banners:** Short, engaging text paired with strong visuals.
*   **Product descriptions:** Concise, benefit-driven, and often playfully descriptive.
*   **Navigation labels:** Clear and intuitive, sometimes themed (e.g., "the fall shop").
*   **Promotional copy:** Highlighting offers, bundles, and loyalty programs.
*   **Brand story snippets:** Bulleted lists or short paragraphs detailing values.
*   **Social media captions:** Implied by the presence of social media links.