Tono de Marca

Aspirational, empowering, bold, fearless, confident, friendly, and accessible.

Valores de Marca

• •Empowerment
• •Affordability
• •Individuality
• •Boldness
• •Timelessness and Trendiness

Mejores Prácticas

• •Lead with Empowerment: Every piece of copy, from a product description to a social media post, should circle back to the core message of empowering women. Use strong, positive, and active language.
• •Highlight the "Affordable Aspiration" Angle: Consistently bridge the gap between high-fashion aesthetics and accessible pricing. Use phrases like "luxe for less," "trend-forward without the splurge," and "high-end style, real-world prices."
• •Create a "Brand Voice" Guide: Develop a simple internal document that outlines your key brand words (e.g., bold, fearless, confident, authentic), phrases to avoid, and the overall feeling the copy should evoke. This ensures everyone writing for the brand is on the same page.
• •Engage with Your Community: On social media, respond to comments and messages in a way that reflects your brand's empowering and friendly tone. Acknowledge and feature user-generated content to build a loyal community.
• •Be Authentic in Addressing Feedback: When faced with negative reviews, especially regarding quality, respond with transparency and a commitment to improvement. This builds trust and shows that the brand values its customers' experiences. For instance, "We're a new brand and always learning. Thank you for your feedback—we're committed to getting it right."

Percepción Social

Ayana is perceived as a welcome new addition to the South African fashion landscape, particularly for its trendy and affordable offerings. There is a general excitement around the brand's potential to challenge international fast-fashion retailers. However, there are also early concerns about inconsistent product quality. The brand is seen by some as a local alternative to Shein, but with room for improvement in quality control.

Ejemplos de Copy

• •Your sidewalk, your runway. Walk with the boldness you were born with. Our latest collection is here to make sure every entrance is a statement. #WeAreAyana #FearlessFashion
• •From boardroom power to after-dark glam. Ayana is designed for every you. Discover versatile pieces that keep up with your life and your style, without the high-end price tag. Shop now and get 20% off your first order.
• •Don't just follow trends. Set them. AYANA—Bold. Authentic. Empowered. Shop the new arrivals.
• •Who says you have to choose? At Ayana, we bring you the latest trends at prices you'll love. Style that’s as unique as you are. #AyanaStyle #AffordableFashion
• •Ready to revolutionize your wardrobe? At Ayana, we believe fashion is more than just clothes—it's a feeling. It's the confidence to own your story. Discover pieces that empower you to do just that.