Brand Tone

Gentle, Charming, and Caring

Brand Values

• •Quality & Comfort
• •Aesthetics & Design
• •Customer Happiness & Satisfaction
• •Building Relationships
• •Functionality (for some products)

Best Practices

• •Develop a Brand Voice Chart: Clearly define adjectives that describe your brand's personality (e.g., Gentle, Charming, Helpful, Appreciative, Elegant) and, importantly, adjectives that it is *not* (e.g., Loud, Sarcastic, Overly Formal, Aggressively Salesy).
• •Focus on "You" (the Customer): Address the customer directly, especially mothers, using empathetic and understanding language. Highlight how the products benefit them and their babies (e.g., "Wrap *your* little one," "Keeping *your* precious bundle warm").
• •Use Warm and Positive Language: Incorporate words that evoke feelings of warmth, happiness, care, and cuteness (e.g., "lovely," "precious," "joyful," "delightful," "cherished," "adorable," "elegant").
• •Maintain Politeness and Gratitude: In all communications, from product descriptions to customer service responses and social media interactions, maintain a consistently polite and appreciative tone, thanking customers for their interest, purchases, and feedback.
• •Be Consistent Across All Channels: Ensure the tone used on the website, social media posts, email marketing, and any customer service interactions is uniform. This builds trust and a recognizable brand personality. Provide these guidelines to anyone creating content for the brand.

Social Perception

Positive, Gift-Worthy, Reliable (in terms of product satisfaction), Japanese-Centric (currently)

Copy Examples

• •Instagram Post Caption (showcasing a new romper): Wrap your little one in pure softness and adorable style! Our new classical knit romper is crafted from the gentlest 100% cotton, perfect for cozy cuddles and picture-perfect moments. Discover the charm at ambermimi.shop today! #AmberMimiBaby #CuteBabyClothes #ElegantComfort
• •Product Description (for a baby blanket): Sweet dreams are made of this! Our lovingly designed baby blanket offers a touch of shabby chic elegance to your nursery. Made with the softest materials, it’s perfect for keeping your precious bundle warm and snug. A beautiful gift for a new arrival or a cherished keepsake for your own little star.
• •Facebook Ad (targeting new mothers): Hello, wonderful mamas! At Amber Mimi, we believe in celebrating every precious moment with your baby. Explore our collection of beautifully crafted, comfortable baby clothes and accessories designed with love and an eye for timeless charm. Let us be a small part of your joyful journey. Shop now and enjoy our special welcome for new customers!
• •Email to a New Subscriber: Welcome to the Amber Mimi family! We're so happy to have you. Get ready to discover a world of adorable and elegant baby fashion, designed to bring smiles to both you and your little one. As a small thank you for joining us, here’s a little something to start your Amber Mimi journey. We're here to help you find the perfect treasures!
• •Website Banner (for a seasonal collection): Little moments, big charm. Explore Amber Mimi's new [Season] collection – filled with delightful designs and the softest fabrics to make every day with your baby feel special. Quality and cuteness, hand in hand.