Brand Tone

The brand's tone of voice is personal, joyful, and fan-centric, mirroring Beatrice Egli's positive, energetic, and authentic public persona. It uses informal, direct, and emotional language to create a close connection with the audience, feeling more like an artist sharing her world than a corporation selling products.

Brand Values

• •Authenticity and Down-to-Earth Nature
• •Connection with Fans
• •Joie de Vivre (Joy of Life)
• •Positivity and Empowerment
• •Passion for Music

Best Practices

• •Use Beatrice's Voice: Incorporate direct quotes or personal anecdotes from Beatrice in product descriptions and social media posts to enhance authenticity.
• •Focus on Emotion Over Function: Highlight the feeling the product gives the fan (e.g., "a piece of the concert experience," "a hug from your favorite artist") rather than just its material features.
• •Maintain Positivity and Energy: All copy, from website banners to customer service emails, should reflect the brand's core values of joy and optimism. Avoid neutral or overly formal language.
• •Engage Directly with Fans: Use inclusive language ("wir," "euch" - we, you) to foster a sense of community. Actively respond to comments and feature fan content (with permission) to show appreciation.
• •Visual and Textual Harmony: Ensure that the vibrant, colorful, and energetic visuals of the brand are matched by equally lively and personal copywriting. The look and the voice must always be in sync.

Social Perception

The Beatrice Egli brand and fanshop are perceived very positively by the public. She is seen as a popular and successful Schlager-pop artist whose concerts are euphoric and whose personality is charming and relatable. The merchandise is viewed as a tangible connection to the artist and a souvenir of the positive emotions associated with her music and performances.

Copy Examples

• •Fühlt ihr es auch? ✨ Dieses Gefühl, wenn die Musik angeht und man einfach nur tanzen, lachen und leben will! Genau das steckt in meinem neuen Lieblings-Hoodie. Er ist super kuschelig und perfekt, um ein Stück von diesem Gefühl immer bei sich zu haben. Holt euch jetzt ein bisschen Freude für euren Kleiderschrank! Link in Bio! ❤️ #BeatriceEgli #TanzLachLeb #NeuerMerch #Freude
• •Find your balance with this exclusive t-shirt from the 'Balance' collection. Just as Beatrice’s album reminds us to find harmony in life's ups and downs, this shirt is a reminder to embrace every moment. Made from 100% soft cotton, it’s not just a piece of merchandise, it’s a piece of heart-filled music you can wear. Feel the connection and carry the positive energy with you every day.
• •Ein kleines Dankeschön nur für dich! ❤️
• •VOLLES RISIKO, VOLLES HERZ! Die neue Kollektion ist da. Trau dich, du selbst zu sein und zeig es der Welt!
• •Dieser Moment! 😍 Das Auspacken eurer Fan-Pakete ist fast so schön wie ein Konzertabend. Was ist euer Lieblingsstück aus dem Shop? Zeigt es mir! #BeatriceEgliFanshop #Unboxing #Fanliebe