Brand Tone

Elegant & Aspirational, Contemporary yet Traditional, Expressive & Creative, Direct & Informative

Brand Values

• •Individuality & Self-Expression
• •Craftsmanship & Quality
• •Ethical Fashion & Sustainability
• •Inclusivity & Diversity
• •Heritage & Modernity
• •Empowerment & Confidence

Best Practices

• •Develop a Brand Voice Guide: Document key tonal words (e.g., elegant, expressive, radiant, timeless, contemporary, ethical), "words to avoid," and the overall feeling the brand wants to evoke. Share this with anyone creating content.
• •Emphasize Storytelling: Connect product descriptions and social media posts back to the brand's core values of heritage, craftsmanship, and self-expression. Don't just sell a dress; sell the story and feeling behind it.
• •Use Consistent Terminology: When referring to collections, craftsmanship, or brand values (e.g., "ethical fashion," "contemporary allure"), use the same phrases across all platforms to reinforce brand identity.
• •Balance Aspiration with Clarity: While the tone is aspirational, ensure product information (fabrics, sizing, care instructions) is clear, accurate, and easily accessible to build trust and manage expectations.
• •Engage Authentically: When responding to comments or messages on social media, maintain the established elegant and respectful tone. Personalize responses where possible to foster a genuine connection with the audience.

Social Perception

Visually Appealing, Focus on Pakistani Fashion, Emerging Brand Awareness, Positive but Limited Public Feedback

Copy Examples

• •Instagram Post (New Collection): "Unveiling 'Roshan' - where heritage whispers and modern artistry shines. Each piece in this collection is a love letter to centuries of Pakistani craftsmanship, reimagined for the woman of today. Discover intricate details, luxurious fabrics, and a style that tells your unique story. ✨ #ZariyaClothing #RoshanCollection #PakistaniCouture #TimelessTradition"
• •Facebook Ad (Targeting Festive Season): "Celebrate life's most radiant moments with Zariya. Our festive collection blends timeless elegance with contemporary grace, ensuring you don't just attend the occasion, you become a part of its beautiful narrative. Explore exquisite ensembles crafted with passion and precision. Shop now and embody the spirit of celebration. [Link to website]"
• •Website Banner (Homepage): "Zariya: Weaving Dreams, Dressing Individuality. Experience Pakistani attire that's more than just clothing – it's an expression of you. Crafted with ethics, designed with heart."
• •Product Description Snippet (for an embroidered piece): "The 'Mehr' ensemble is a testament to the artisan's soul. Delicate (embroidery type, e.g., 'resham') work dances across a canvas of pure (fabric type, e.g., 'silk'), creating a symphony of texture and tradition. This isn't just a dress; it's a piece of art, designed to make you feel as magnificent as you are."
• •Email Newsletter Subject (Sale Announcement): "Elegance Redefined: Discover Timeless Pieces in the Zariya Sale." *Body Snippet:* "Dear [Customer Name], at Zariya, we believe true style is eternal. For a limited time, embrace the art of Pakistani fashion with exclusive savings on selected handcrafted pieces. Find the ensemble that speaks to your spirit and tells your story with grace. [Shop Sale Link]"