Brand Tone

Polished and Refined, Original and Fun/Quirky, Approachable and Friendly, Trustworthy and Quality-Focused

Brand Values

• •Originality and Good Design
• •Quality and Craftsmanship
• •Affordability (relative to designer wear)
• •Timeless Style with a Twist
• •Curated Selection
• •Customer-Centricity/Inclusivity

Best Practices

• •Develop a Core Adjective List: Define 3-5 core adjectives that describe the brand's voice (e.g., "Polished," "Original," "Approachable," "Witty," "Refined"). All copy should aim to reflect these. This is a foundational step in creating tone of voice guidelines.
• •Know Your Audience: Understand who the "Everywoman" seeking stylish, refined, yet original pieces is. Tailor language, references, and calls to action to resonate with her aspirations and values, connecting on a deeper level.
• •Tell Your Story: Weave in the brand's origin, the founder's vision, and the commitment to quality and originality. This adds authenticity and reinforces the values behind the tone.
• •"Show, Don't Just Tell": Instead of saying "we are unique," describe the unique details of a garment or the curated experience of the shop. Use vivid language that evokes the desired feeling (e.g., "downtown drama," "clothing that surprises you").
• •Maintain Consistency Across All Channels: Ensure the tone is consistent from website copy and product descriptions to social media captions, email marketing, and even in-store signage. This builds brand recognition and trust. Review and update guidelines as the brand evolves.

Social Perception

Established and Respected, Go-To for Unique Finds, Stylish and Refined for the "Everywoman", Trusted Curator

Copy Examples

• •Website Homepage Banner: "Discover A. Cheng: Where timeless design meets a playful spirit. Curated collections for the woman who values quality, originality, and effortless style."
• •Instagram Post (New Arrivals): "Fresh in the boutique ✨. Beautifully crafted pieces that whisper sophistication with a hint of the unexpected. Come find your next beloved favorite. #AChengBrooklyn #ParkSlopeStyle #CuratedFashion"
• •Product Description (Dress): "The perfect blend of polished and original. This meticulously tailored dress, crafted from fine Italian cotton, transitions seamlessly from workday chic to evening elegance. It’s not just a dress; it’s a discovery."
• •Email Newsletter Subject: "More Than Just Clothing – It's a Feeling." (Body Snippet): "Step into A. Cheng and experience that 'friend's closet' feeling. We've handpicked new arrivals that are sure to surprise and delight..."
• •"About Us" Snippet: "For over 20 years, A. Cheng has been a haven for those seeking well-made, distinct pieces without the fuss of fast fashion. We believe in enduring style that supports who you are."