Brand Tone

Whimsical, heartfelt, and story-driven, aiming for personal connection and discovery, often playful and engaging. It positions the brand as a source for gifts that are not just objects, but meaningful stories.

Brand Values

• •Sustainability and Environmental Responsibility
• •Supporting Independent Makers
• •Ethical Business Practices (B Corp certified)
• •Inclusivity and Diversity
• •Charitable Giving (Better to Give program)

Best Practices

• •Lead with the Story: Make the narrative (artist, materials, experience) the focal point of product descriptions, social posts, and blog features.
• •Use Whimsical and Evocative Language: Employ words that inspire curiosity and emotion, aligning with the brand's goal of creating a delightful discovery experience.
• •Emphasize Values in Every Communication: Subtly or directly weave in the brand's values (sustainability, B Corp, charitable giving) to reinforce its ethical stance and build trust.
• •Maintain a Consistent Human-to-Human Tone: Avoid corporate language, writing as if a friend recommending a find, making the brand relatable and approachable.
• •Highlight the 'Uncommon' Aspect: Continuously reinforce uniqueness using words like "unique", "unexpected", "uncommon", and "one-of-a-kind".

Social Perception

Divided. Positively perceived as a premier destination for unique, high-quality, thoughtful gifts that support independent artists and ethical practices. Negatively, many customers report poor customer service, shipping/delivery issues, and problems with a membership program. Some makers also express frustration with wholesale terms. Overall, the brand offers unique products but struggles with consistent service.

Copy Examples

• •Your morning coffee just got a whole lot cozier. ☕✨ Crafted by hand in the mountains of Vermont, each of these mugs tells the story of its maker, Sarah. She uses locally sourced clay and a whole lot of love. Support independent artists and make your daily rituals more meaningful. #UncommonGoods #HandmadeWithLove #SupportArtists
• •Gifts that tell a story (and arrive on time).
• •More than a book, it's a legacy. This interactive journal guides your loved one through meaningful prompts to capture the moments and memories that shaped their life. Once complete, their unique story is published into a beautiful, heirloom-quality book. The most personal gift you can possibly give.
• •Tired of the same old gifts? We're all out of the ordinary.™ Discover thousands of unique, creative, and smile-inducing gifts made by real people, not factories. From quirky games to personalized art, find something that says 'I really thought about this.' Shop our collection of unexpected holiday treasures.
• •Feel good about your gifts. As a founding B Corp, we believe in business as a force for good. Every purchase you make supports independent makers, our planet, and communities in need. That's a gift that gives back.