Brand Tone

Conscious & Caring, Authentic & Transparent, Down-to-Earth & Approachable, Inclusive & Positive, Calm & Mindful

Brand Values

• •Sustainability
• •Ethical Practices
• •Quality & Longevity
• •Inclusivity
• •Transparency
• •Community & Connection
• •Comfort

Best Practices

• •Develop a Brand Voice Guide: Document the key elements of your tone (e.g., Conscious, Authentic, Approachable, Inclusive, Calm) with examples of 'do's and don'ts' for all written communication.
• •Prioritize Value-Driven Language: Always weave in your core values like sustainability, ethical production, quality, and inclusivity into your messaging, naturally and authentically.
• •Be Human and Relatable: Share your story, the 'why' behind your brand, and connect with your audience on a personal level. Use 'we' and address your customers directly and warmly.
• •Maintain Transparency: Be open about your processes, materials, and even challenges. This builds trust and reinforces authenticity. For example, explain *why* Pima cotton is special or what 'ethically made' truly means for your brand.
• •Listen and Engage Consistently: Pay attention to how your community talks and what they care about. Respond to comments and reviews in a way that reflects your established brand tone—caring, helpful, and appreciative. Ensure this tone is consistent across all platforms, from your website to social media captions and customer service emails.

Social Perception

Positive Recognition for Ethics, Valued for Quality and Comfort, Seen as a Local Champion, Trustworthy, Relatable and Real

Copy Examples

• •Instagram Post (New Collection): Slow down with us. 🌿 Our new collection is here, thoughtfully designed in Nova Scotia and ethically crafted in Peru from the softest organic Pima cotton. Pieces made to live in, love, and last. Because good things take time, and are worth keeping. #AnaAndZac #SlowFashion #EthicallyMade #ComfortAndQuality
• •Website Banner (Sustainability Focus): Wear Your Values. At Ana & Zac, we believe in clothing that’s kind to the planet and the people who make it. Discover our transparently sourced, sustainably made essentials. [Shop Our Impact]
• •Product Description (e.g., for a sweatshirt): Your everyday cozy, elevated. Made with 100% organic Pima cotton that feels like a hug, this sweatshirt is designed for all-day comfort, whether you're lounging at home or out exploring. Ethically made in small batches, it’s a piece you’ll reach for season after season. #ConsciousComfort #MadeToLast
• •Email Newsletter Subject Line: Soft, Sustainable, and Just For You ✨ Body Snippet: At Ana & Zac, we pour our hearts into creating pieces that not only feel amazing against your skin but also align with a kinder way of living. Explore our latest arrivals, made with the premium organic cotton you love and the ethical practices you can trust.
• •Facebook Ad (Targeting ethically-minded consumers): Tired of fast fashion? So are we. Ana & Zac offers timeless, comfortable apparel designed in Canada and ethically made in Peru. We prioritize quality, sustainability, and inclusivity in every stitch. Feel good about what you wear. Learn more about our journey: [Link to Our Brand page]