Brand Tone

friendly, empowering, and genuine

Brand Values

• •Authenticity
• •Confidence
• •Inclusivity
• •Community

Best Practices

• •Tell a Story: Continue to share the personal journey of the founder and the brand. This narrative of passion and determination is a powerful tool for building a genuine connection with the audience.
• •Use "You" and "We": Address the customer directly and use "we" to foster a sense of community and shared values. This creates a conversational and inclusive tone.
• •Emphasize Empowerment: All copy should aim to uplift and empower. Use strong, positive verbs and focus on how the clothing can help the customer feel more confident and true to themselves.
• •Stay Genuine and Transparent: Avoid overly corporate or sales-y language. The current "email besties" approach is effective. Maintain this level of friendly and honest communication across all platforms.
• •Highlight Inclusivity: Consistently feature a diverse range of models and showcase the full-size range in marketing materials. This visually reinforces the brand's commitment to inclusivity and makes all customers feel seen and represented.

Social Perception

The public perception of Authenticity is overwhelmingly positive. Customers frequently highlight the friendly owner, quality and affordability of the clothes, and inclusive sizing. Customers feel welcomed and celebrated, and the brand is seen as a needed and wanted addition to the local community, with its narrative of a young entrepreneur realizing her dream adding to its genuine appeal.

Copy Examples

• •Headline: Forget the trends. Wear you. Body: Your style is your story. At Authenticity, we celebrate the real you with pieces that are as unique and genuine as you are. Dress for yourself. #BeAuthentic
• •Headline: Confidence looks good on you. Body: From boardroom meetings to weekend brunch, find the perfect outfit that makes you feel unstoppable. Because when you feel good, you do good. Shop our new collection and step into your power.
• •Headline: Real style. Real sizes. Real you. Body: We believe fashion should be for every body. That is why we offer sizes from XS to 3X, so you can find the perfect fit that makes you feel celebrated. Because inclusivity isn't a buzzword, it's our promise.
• •Headline: Your armor for a beautiful day. Body: The right outfit can feel like a coat of armor, giving you that extra layer of confidence to shine. Discover pieces that protect your vibe and express your truth.
• •Headline: From a dream to your new favorite dress. Body: Authenticity started with a dream to create a space where everyone can feel like their true self. Every piece in our store is chosen with love and the hope that it will be part of your beautiful journey. Thank you for supporting our story.