Brand Tone

friendly, trendy, community-focused, welcoming, fun, personable, supportive, approachable, enthusiastic, accessible, and enjoyable

Brand Values

• •Community and Local Support
• •Personalized Customer Experience
• •Trendy and Accessible Fashion
• •Female Empowerment

Best Practices

• •Embrace Enthusiastic and Positive Language: Always use upbeat and encouraging words. Phrases like "obsessed," "love," "perfect," and "cutest" align with the existing friendly and trendy tone.
• •Utilize Emojis to Add Personality: Consistently use emojis like ✨, ❤️, 🔶, 🔷, and 😊 to add visual interest and reinforce a fun, approachable, and modern voice in all social media captions and customer interactions.
• •Prioritize "Shop Local" and Community Hashtags: In nearly every post, include hashtags like #ShopLocal, #ChampaignIL, #UIUC, #WomenOwnedBusiness, and #ShopSmall to reinforce core brand values and improve local discovery.
• •Feature Faces and Personal Stories: Continue to feature staff ("Lane Girls") and the owner in social media content. This personal touch distinguishes the boutique from impersonal brands and strengthens the community feel.
• •Engage with Followers Directly and Cheerfully: When responding to comments and questions, maintain the brand's friendly tone. Use names, answer enthusiastically, and invite them into the store to continue the conversation, turning online interactions into real-world visits.

Social Perception

Customers perceive the boutique as a go-to destination for stylish, high-quality clothing and a positive shopping experience, often praising the helpful and friendly staff. It is seen as a valuable local, chic, welcoming, and community-oriented business that offers a curated and personal alternative to larger retail chains, especially popular for Illini gear.

Copy Examples

• •Hello, weekend! ✨ Your perfect outfit has just arrived. From brunch-ready dresses to chic new styles from Free People, our latest collection is all about effortless style. Stop by and let us help you find a look you'll love! #ShopLocal #ChampaignIL #NewArrivals
• •Bleed Orange and Blue in style! 🔶🔷 We're fully stocked with the trendiest Illini gear to make sure you're game-day ready. From cozy sweaters to unique accessories, we've got your victory look covered. #FightingIllini #UIUC #GameDayFashion
• •Obsessed is an understatement. Our new Z Supply drop is here and it's full of the comfy, versatile pieces your closet has been craving. Come feel the softness for yourself! Open daily on Neil St. #ZSupply #ComfyChic #BoutiqueShopping
• •Just a girl... who loves supporting her community! ❤️ Huge thanks to everyone who shopped with us this week. Being your local, woman-owned boutique means the world to us. Tag a friend you want to have a shopping date with! #WomenOwnedBusiness #ChampaignUrbana #CommunityLove
• •Not sure what to wear? That's what we're here for! Our passion is helping you feel confident and amazing in what you wear. Come in for a personalized styling experience—no pressure, just fun and fashion! #StyleInspo #BoutiqueExperience #ApricotLaneChampaign