How I Created a ‘Magician’ Brand Voice to Captivate Ecommerce Customers

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This is a story of what happens when there’s a clear vision for a brand personality. But the business needs help bringing that voice to life.

The founder of the brand spanking new bedding shop Aneski Home wanted me to create website copy in the voice of the brand personality: a magician.

So I grabbed my pen. And my shiniest gravy bowl. (Hey, they don’t sell authentic genie lamps on Amazon… a girl’s gotta get scrappy. 🫖)

The founder wanted me to grant 3 key wishes:

🪄 Bring the magician archetype alive on the website – without sounding like a caricature.

🪄 Make the brand sound luxurious – since these Egyptian cotton products had a high price-point.

🪄 Highlight the USPs. Like finely-crafted, authentic Egyptian-origin bedding that’s direct to the consumer (no middleman).

Yup, a multi-layered brand voice objective. Challenging – I like that. 

Grab your finest Persian rug ‘cuz I’m taking you on a ride.

The Magic:

Developing the brand voice:

Although the startup already had a beautiful visual identity – and I mean, stunning visuals – the messaging was still largely conceptual. Abstract, hazy concepts made it hard to turn that brand identity into clear copy.

So the research phase was key. That’s where the fun began, as I followed my usual process:

🔮 1-hour kick-off call and questionnaire – to understand product details and the competitive landscape, straight from the founder’s mouth.

🔮 Competitor homepage audit – to find opportunities to both swipe and be different.

🔮 Voice-of-Customer competitor review analysis – revealing how luxury bedding customers describe their emotional and rational buying triggers.

For brand voice inspiration, I didn’t just look at the luxury bedding space. 

We turned to high-fashion brands like Moschino for lessons in creating a distinct tone that’s immediately recognizable. This helped me craft brand vocabulary that exudes luxury. 

For example, I punched up regular words (like “warehouse”) with a more high-end term (like “atelier”) to give customers a more elegant website experience. 

Here are more luxe word-swaps I created in the Brand Voice Guide:

Brand Voice Guide: Style section

Then I went a step further.

To capture the luxury-meets-magic feeling, I created a word bank for the brand. This serves as quick inspiration for words to swipe when creating future copy. 

I’m all about reusable, efficient messaging! ♻️

Brand Voice Guide: Vocabulary section

For tone-of-voice inspiration, I analyzed rich, vibrant personalities from Aladdin and One Thousand and One Nights. This ethereal, storytelling approach wove its way into the copy. Here’s a playful pun on the About page:

About Page: Hero section

The result of developing the brand voice? Clear guidelines on how to communicate magic and luxury to customers.

Applying the brand voice to the website:

The website was the grand stage for the brand voice to captivate customers. I wrote 7 web pages that tapped into the magician archetype.

Here are some magician-led copy snippets:

Homepage: Hero Section

Homepage: product section

Layering luxury with clarity:

Even a magician’s gotta get practical sometimes. 🤓

I knew when to dial down the mystique and bring in moments of good ol’ fashioned clarity. Because customers needed to know why Aneski Home’s bedding is worth every penny. 

So I let the USPs do the talking – luxe with a side of logic. Each time I sprinkled a little word-magic, I made sure it was backed up with real-world benefits, like in this copy snippet:

"World-class craftsmanship from Egypt’s finest spinners, luxurious threads you can see and feel in every bedscape."

The tone-of-voice was all about balance. I led with a Yogi voice – long, flowy, ethereal phrasing. Then wrapped it up with a God voice to add authority and clarity. This brought out an engaging yin-yang.

Like in this section, where the copy starts out dream-like… then ends with a practical point: “so you can create your own story.”

Homepage: About Us section

And check out this section – which quickly captures the attention of scrolling website visitors. The heading is magical and immersive, while the product details stay elegant and sharp.

Homepage: Product Details section

And here in the product descriptions, I painted ethereal, vivid images – capped off with a moment of clarity. This tonal balance helps the web pages build trust, while letting the magic linger…

The End Result:

I brought the founder’s vision to life with messaging that felt ethereal, magical and unforgettable. The website wasn’t just a sales tool – it conjured an immersive brand experience. A world that customers could feel the moment they clicked onto the homepage.

And it didn’t stop there. I kept the magical voice flowing into the product packaging and postcard. These thoughtful touches help keep the world alive for customers long after money is exchanged.

The founder loved the brand voice guide, praising the reusable messaging. This voice wasn’t just a gimmick – it was a sustainable, living, breathing identity.

Great brand storytelling can turn abstract concepts into something tangible, memorable… and, yes, a little bit magical.

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Want me to pull a unique voice out of a hat?

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