Brand Tone

Empathetic, Empowering, and Chic

Brand Values

• •Solidarity and Community
• •Empowerment and Self-Confidence
• •Authenticity and Identity
• •Quality and Craftsmanship
• •Inclusivity

Best Practices

• •Lead with Empathy, Always: Every piece of copy, from a social media post to a customer service email, should start from a place of understanding. Use "we" and "you" to create a sense of shared journey.
• •Balance the Emotional and the Aspirational: The brand's power lies in its authentic story of hardship and recovery. Acknowledge the reality of the struggle while always focusing on the empowering, positive outcome of renewed confidence and style.
• •Tell the Founder's Story (and others'): Continuously weave the origin story into the narrative. Feature testimonials and stories from the community to reinforce the values of solidarity and shared experience.
• •Use Empowering and Inclusive Language: Employ words like "strength," "confidence," "community," "solidarity," and "identity." Ensure the messaging explicitly welcomes all women, reinforcing that the products are for anyone who loves the style.
• •Maintain a Chic and Polished Visual Identity: The empowering message is amplified by high-quality, stylish photography and design. The visual tone must match the aspirational and fashion-forward verbal tone to create a cohesive and compelling brand presence.

Social Perception

An ally in a difficult journey, a source of renewed confidence, fashionable and high-quality, and trustworthy and authentic, shaped by its powerful and authentic founding story.

Copy Examples

• •Your style is your story. Our Bowie Turban isn't just about how you look; it's about how you feel. Powerful, poised, and perfectly you. Because being alive is the special occasion. #AliveCollective #WearYourStory
• •It started with a diagnosis. It became a community. Alive Collective was born from a search for style when everything else felt uncertain. We make more than beautiful headwear; we create reminders that you are strong, you are seen, and you are never alone. For all women, for every story. Join the collective. #StrongAndBeautiful
• •The ultimate embrace of comfort and style. Handcrafted from the softest merino wool, this turban feels like a gentle hug. Breathable for all-day wear and effortlessly chic for any moment, it’s designed to make you feel incredible, whether you're running errands or reclaiming your evening. Simple to tie, beautiful to wear.
• •Inside: A story of strength, and a style for it.
• •We are a collection of stories. Of hard-fought battles and quiet victories. Of women who straighten each other's crowns (or turbans). This is more than a brand. This is a bond. Thank you for being part of our collective. #WeAreOne