Brand Tone

Youthful, Trendy, Confident, Playful, Relatable, and Aspirational (in a budget-friendly way).

Brand Values

• •Empowerment
• •Trendiness/Style
• •Affordability
• •Confidence
• •Australian Owned
• •Relatability/Community

Best Practices

• •Know Your "Babe": Clearly define the target audience (age, interests, language style). All copy should speak directly to this persona.
• •Create a Tone of Voice Guide: Document key characteristics of the brand voice (e.g., playful, confident, use of emojis, specific slang to use or avoid). Share this with anyone creating content. (Similar to how Frank Body has a clear persona).
• •Be Consistent Across All Channels: Whether it's the website, social media, email, or ads, the tone should feel familiar and recognizably "Babes AU."
• •Use Relatable Language (Authentically): Incorporate slang and colloquialisms that resonate with the target audience naturally, without sounding forced. Pay attention to how your audience communicates.
• •Empower and Uplift: Ensure the copy consistently reinforces the brand's value of empowerment, making customers feel confident and good about themselves when they engage with the brand and wear its products.

Social Perception

The brand's chosen name and tone align with a popular trend among fashion and lifestyle brands targeting young women, using terms like "babe" to foster a sense of community and relatability. However, the term "babe" itself can have mixed perceptions. While some brands use it effectively to sound "cheeky" and "fun", there's a potential risk of it being perceived as unprofessional or even inappropriate by some audiences or in different contexts.

Copy Examples

• •Instagram Post (New Dress): "Hey babes! ✨ Turn heads in our new [Dress Name] dress. Perfect for feeling like the 10/10 you are, without breaking the bank. 😉 Tap to shop your new fave outfit! #BabesAU #NewCollection #OOTD #AussieStyle #BoujeeOnABudget"
• •Website Product Description (Top): "Meet your new go-to, babe. The [Top Name] is all about that effortless cool vibe. Throw it on with jeans for instant chic or dress it up for a night out with the girls. Badass style, made easy (and affordable!)."
• •Email Subject Line (Sale): "🔥 Babes! Your wardrobe called, it wants this SALE! 🔥"
• •TikTok Video Caption (Styling Video): "Obsessed is an understatement! 😍 Watch how we style our [Item Name] for three totally different vibes. Which look is your fave, babe? Let us know below! 👇 #BabesAUStyling #FashionHacks #TrendyLooks #GetReadyWithMe"
• •Pinterest Pin Description (Outfit Set): "That feeling when your outfit is as badass as you are. 💅 Our [Set Name] is serving looks & confidence. Shop the vibe at Babes AU. #BabesFashion #TwoPieceSet #AustralianFashion #StreetStyleInspo"