Brand Tone

Empowering & Celebratory, Cultural & Authentic, Vibrant & Bold, Community-Focused, Approachable & Informative

Brand Values

• •Cultural Heritage & Storytelling: Sharing the "true wealth and meaning of our Ashanti culture" is a core desire. Each design tells a story.
• •Empowerment: Making customers feel like "Kings & Queens". Celebrating diverse body types and encouraging confidence.
• •Authenticity: Emphasizing genuine African prints and cultural significance.
• •Quality: Using high-quality, 100% swim-proof, 4-way stretch fabric.
• •Inclusivity: Offering a size range from XS-4XL.
• •Social Responsibility (for Self-Care line): Supporting vulnerable women and children in Ghana. 12% of each Ashanti Self-Care purchase contributes to this cause.
• •(Potentially) Ethical Considerations: While not a dominant message for the swimwear line itself in the provided snippets, the self-care line's charitable aspect and working with women in Ghana point towards ethical values. Some sources generally list "ethical manufacturing" or "fair trade" as a pro for the brand or as a general value in the swimwear space.

Best Practices

• •Always Use Empowering Language: Consistently address the audience as "Queens" (or "Kings" if expanding). Focus on confidence, inner strength, beauty, and regality.
• •Weave in Cultural Storytelling: Don't just show the product; explain the meaning behind the Kente pattern, the significance of the Akan name, or the cultural inspiration. This educates and adds depth.
• •Maintain a Vibrant and Descriptive Vocabulary: Use words that evoke the richness of the colors, the intricacy of the designs, and the spirit of Africa (e.g., "vibrant," "bold," "royal," "heritage," "radiant," "sacred cloth").
• •Foster Community: Encourage interaction by asking questions, prompting users to share their "Ashanti Queen" moments, and using community-centric hashtags like #AshantiQueens.
• •Ensure Authenticity Across Platforms: The voice on Instagram should match the voice on the website, in emails, and on TikTok. Train any staff or collaborators on the brand's specific tone and values to ensure consistency. This includes visual consistency that complements the copy.

Social Perception

Positively Perceived for Cultural Celebration, Seen as Unique and High Quality, Empowering for Women, Recognized as a Black-Owned Business, Moderate Online Review Score, Growing Brand

Copy Examples

• •Headline: "Unleash Your Inner Ohemaa. Discover Ashanti Swimwear." *Body:* "More than just swimwear, it's a celebration of you. Each vibrant Kente print tells a story of heritage and strength, designed to make you feel like the Queen you are. Experience luxury, culture, and confidence. #AshantiQueens #SwimWithCulture"
• •Instagram Caption (with a picture of a woman confidently wearing a swimsuit): "Walk in your power, Queen. ✨ Our [Swimsuit Name, e.g., 'AMA'] one-piece, inspired by the Akan name for Saturday-born Queens, wraps you in ancient symbols of resilience and grace. What story will you tell? #AshantiSwimwear #KenteKingdom #AfricanPrintSwimwear"
• •Product Description Snippet: "Introducing the 'AKUA' Kente Bottoms. 'Akua,' for our Queens born on Wednesday, features gold symbolic of wealth and royalty, and blue for harmony and wisdom. Every stitch is a tribute to the vibrant legacy of the Ashanti people. Own your throne. #CultureInEveryThread #GhanaianInspired"
• •Email Subject Line: "Be Bold. Be Royal. Be You. New Arrivals Inside!" *Body Preview:* "Greetings Queen! Dive into a collection where every pattern has power and every color sings a song of Africa. Your royal wardrobe awaits..."
• •Facebook Ad Copy: "Tired of the ordinary? Embrace the extraordinary with Ashanti Swimwear. Our authentic African-print bikinis and one-pieces are crafted to celebrate your unique beauty and spirit. Ethically inspired, culturally rich, and designed for the modern Queen. Shop now and #WearYourHeritage."