Brand Tone

Calm & Gentle, Authentic & Sincere, Appreciative & Thoughtful, Understated & Elegant, Relatable & Friendly

Brand Values

• •Quality Craftsmanship
• •Timeless Design
• •Comfort & Wearability
• •Sustainability & Ethical Production
• •Simplicity & Understated Elegance
• •Customer Connection

Best Practices

• •Develop a Brand Voice Guide: Document the identified tone (Calm, Authentic, Understated & Elegant, Appreciative, Thoughtful) with keywords, example phrases, and things to avoid (e.g., overly casual slang, aggressive sales tactics, hype).
• •Focus on "Feeling" and Benefits, Not Just Features: Instead of just saying "100% linen," describe how it *feels* ("soft, breathable linen that softens with every wash") and the benefit ("keeping you cool and comfortable all day long"). This aligns with the value of comfort and wearability.
• •Use Storytelling: Weave in the "why" behind the designs, the inspiration, or the careful selection of materials. This reinforces authenticity and connects with customers on an emotional level, consistent with their "Our Story" approach.
• •Maintain Visual-Textual Harmony: Ensure the copy complements the calm, natural, and elegant imagery used on the website and social media. The words should evoke the same feeling as the pictures.
• •Review and Refine Regularly: Periodically audit all customer-facing copy (website, social media, emails) to ensure it consistently reflects the desired tone and values. Train any new team members involved in content creation on these guidelines.

Social Perception

Trusted Quality, Stylish & Timeless, Comfort-Focused, Ethical & Conscious, Aspirational yet Accessible, Supportive Community

Copy Examples

• •Product Description (for a linen dress): "Meet your new everyday companion. Crafted from the softest European linen, our [Dress Name] dress drapes beautifully, offering breathable comfort from sunny mornings to gentle evenings. Its timeless silhouette ensures it will be a cherished piece in your wardrobe for seasons to come. Simple, elegant, and made for living."
• •Social Media Post (New Arrival): "Welcoming the [Product Name] to our collection. Thoughtfully designed with [mention a key feature, e.g., 'a flattering, relaxed fit and made from our signature organic cotton'], it’s a piece we hope you’ll reach for time and time again. Discover the quiet joy of well-made simplicity. Explore online now."
• •Email Subject Line (Promotion): "A Little Something For You | Timeless Pieces Await" Email Body Snippet: "We believe in the beauty of garments that feel as good as they look, and last beyond a single season. As a thank you for being part of our community, enjoy [Offer] on your next thoughtfully chosen piece from Milly Mae."
• •"About Us" Snippet: "At Milly Mae, we create more than just clothing; we craft companions for your everyday moments. Each piece is born from a love for enduring style, natural fabrics, and the simple comfort of a garment that truly fits your life. We're a small team with a big heart for quality and thoughtful design."
• •Instagram Story (Behind the Scenes): (Image: Close up of fabric or a design sketch) "The quiet hum of the studio today as we put the finishing touches on our upcoming [Collection Name] collection. Every detail, chosen with care, for pieces you'll love to live in. ✨ #MillyMae #ThoughtfulDesign #ComingSoon"