Brand Tone

transparent, reassuring, and customer-focused

Brand Values

• •transparency
• •reliability
• •customer satisfaction

Best Practices

• •Prioritize Transparency Above All: In every piece of copy, from the website to customer service emails, be honest. If there's a shipping delay, communicate it proactively. Acknowledge past failures if creating an "About Us" page. Trust is the primary goal.
• •Establish a "Customer-First" Vocabulary: Use words and phrases that place the customer at the center. Instead of "We sell dresses," try "We're here to help you find a dress you'll love." Use "you" and "your" frequently.
• •Focus on Reassurance and Guarantees: Every transactional touchpoint should include reassuring language. Mention secure checkout, tracked shipping, satisfaction guarantees, and easy returns. This directly counters the existing negative perception.
• •Develop a Brand Voice Guide: Create a simple internal document that defines the brand's new tone (e.g., "Reassuring, Honest, Simple, Friendly") and provides examples of what to say and what to avoid. This ensures everyone, from copywriters to customer service agents, communicates consistently.
• •Show, Don't Just Tell: Instead of simply saying you're trustworthy, prove it with content. Feature user-generated content (with permission), showcase positive reviews (once they are earned), and create content that highlights the quality of the products and the reliability of the service.

Social Perception

Negative and Untrustworthy

Copy Examples

• •Your Style, Delivered. We're rebuilding our promise to you with guaranteed delivery, dedicated customer support, and fashion you'll love. See how we've changed.
• •Feel confident and chic in our new season dress. Made from 100% sustainable cotton. Our Guarantee: Love it or your money back. Plus, enjoy tracked shipping on every order so you know exactly when it will arrive.
• •We started AMEDesconto with a simple idea: great fashion at a great price. We admit we've made mistakes and didn't always live up to that promise. Today, we're under new management with a renewed commitment to you. Our core values are now transparency, reliability, and customer satisfaction. Every order, every email, every time.
• •(Image of a customer wearing their product) We're so grateful for customers who gave us a second chance! Thank you, Maria, for sharing this beautiful shot. We're not just selling clothes; we're building a community you can trust. #FreshStartFashion
• •Still thinking it over? We get it. We want you to feel 100% confident in your purchase. If you have any questions about sizing, shipping, or our satisfaction guarantee, our support team is here to help. Just reply to this email!