Brand Tone

aspirational yet approachable, friendly, and empowering

Brand Values

• •Empowerment and Confidence
• •Practicality and Quality
• •Affordability
• •People-Focused Community
• •Curated Style

Best Practices

• •Lead with Feeling, Follow with Function: Start copy by describing the feeling or confidence the item provides (e.g., "Find joy in your wardrobe again"). Then, detail the practical features like material and fit (e.g., "quality pieces that are comfortable, practical, and stylish").
• •Use Empowering, Customer-Centric Language: Frame messaging around the customer's self-expression and confidence. Phrases like "be yourself," "feel confident everyday," and "you're the occasion" should be woven into all types of content.
• •Reinforce the "Small Shop" Identity: Regularly include phrases like "Thank you for shopping small" or "a small shop with a big heart" in post-purchase communications, on the website, and in social media bios to strengthen the community bond.
• •Maintain a Consistent Platform-Specific Tone: While the core tone remains friendly and empowering, adapt the delivery for each platform. Use more casual, trend-focused language and video-centric calls-to-action on TikTok, while maintaining a slightly more polished but still conversational tone on Instagram and in emails.
• •Create a 'Word Bank' of On-Brand Terms: Develop a list of approved words and phrases that reflect the brand's values, such as: empower, confident, practical, effortless, joy, wanderer, Midwest roots, western vibes, feel great in, made to last. Use this as a guide for all team members creating content.

Social Perception

The public perception of Bean is largely positive, with appreciation for style, fit, and the small business feel, alongside strong community engagement.

Copy Examples

• •Your new favorite tee has arrived. 🤠 Soft, comfy, and with just the right amount of western flair to make any outfit pop. Because you're the occasion, every day. Tap to shop the look and find a little joy for your wardrobe!
• •That feeling when... your faves are on sale ✨
• •Effortless style, found. Our Laguna Linen Set is designed for homebodies and wanderers alike. Made from a breathable linen blend that's made to last, this set is your go-to for looking put-together without even trying. Practical, comfortable, and oh-so-stylish. Get ready to live in it.
• •One dress, three vibes ✨ Which one is your favorite? Our Charlie Dress is perfect for literally ANY occasion. Feeling confident + comfy is always the move. #styletips #outfitinspo #westernglam #beanyou
• •Clothes you can feel great in. For wherever life takes you. Practical, stylish, and always affordable.