Brand Tone

Relatable, Casual, Empowering, Witty, Playful

Brand Values

• •Community & Friendship
• •Self-Expression & Individuality
• •Comfort & Practicality
• •Authenticity

Best Practices

• •Prioritize "We" and "You": Frame copy as a conversation. Use "we" to talk about the brand and "you" to speak directly to the customer. This fosters a sense of community and direct connection, reinforcing the "friend" persona.
• •Incorporate Emojis Naturally: Use emojis as you would in a text to a friend—to add emotion, humor, and personality. Avoid overusing them, but don't be afraid to sprinkle in a 😉, 💕, or ✨ to match the casual, playful tone.
• •Lead with a Feeling, Not Just a Feature: When describing a product, start with the feeling or experience it provides. Instead of "100% Cotton Tee," lead with "The softest tee for your weekend adventures." This connects the product to the customer's life.
• •Create a "Brand Lexicon": Identify and consistently use key brand-specific terms. Phrases like "Babe Mail," "your bud," and "the club" strengthen the brand identity and make the community feel exclusive and special.
• •Turn Statements into Questions: On social media, actively encourage engagement by ending captions with a question. Instead of "Check out our new hats," try "Which new hat is your vibe for this weekend? Let us know below! 👇" This aligns with the community-first value.

Social Perception

A positive community hub, offering good quality for the price, with strong aesthetic appeal, perceived as a trusted small business.

Copy Examples

• •Your new go-to for coffee runs, cozy nights, and basically everything in between. 😉 Our 'Good Things Are Coming' sweatshirt is officially here to become the softest thing you own. Tap to shop and get your cozy on! #BabeAndBud #ComfyStyle
• •Tag the bud you'd share this look with! 💕 BabeandBud is all about style that's better together. From matching graphic tees to accessories that complete any vibe, we've got your friendship 'fit covered. Shop the collection now for looks you'll both love.
• •Anti-Social Butterfly Tee For the babe who loves a quiet night in but will still bring the style. This tee is for you. Made from an ultra-soft cotton blend, it’s perfect for pairing with your favorite jeans for a casual day out or your coziest sweats for a night on the couch. Express your perfectly balanced social life without saying a word. It's not anti-social, it's selectively social.
• •Hey bud, new arrivals just dropped... 👀
• •For You & Your Bud — Style for Every Vibe. Welcome to the Club.