Brand Tone

Aspirational & Trendy, Confident & Empowered, Cool & Effortless, Playful & Spirited, Direct & Engaging (on social media)

Brand Values

• •Style & Design
• •Confidence & Strength
• •Modernity
• •Accessibility (Aspirational)
• •Customer Connection
• •Ethical Considerations & Sustainability (Stated)

Best Practices

• •Embody the 'Cool Girl' Persona: Write as if you are that effortlessly stylish, confident friend giving fashion advice. Use language that is aspirational yet approachable. Think 'confident,' 'modern,' 'spirited,' and 'effortless.'
• •Focus on the Feeling: Highlight how the clothes will make the wearer feel – confident, empowered, stylish, ready to take on anything. Use evocative language.
• •Use Active & Direct Language: Speak directly to the customer ('You'll find,' 'She wants to feel'). Use strong verbs and an active voice to inspire action and confidence, similar to how Bryn Mawr College advises.
• •Maintain Visual & Verbal Synergy: Ensure the copy complements the visual aesthetic seen on Instagram, TikTok, and the website – which is often chic, modern, and features confident individuals.
• •Acknowledge & Address (Internally) Customer Feedback on Quality: While the external tone remains confident and aspirational, internally it's crucial to be aware of and address the recurring customer feedback regarding quality to ensure the brand promise aligns with the product reality. This will help maintain long-term brand trust, even if not directly reflected in overtly public-facing copy.

Social Perception

Fashion-Forward & Desirable, Declining Quality Concerns, Aspirational Price Point, Strong Australian Identity

Copy Examples

• •Instagram Post (New Dress Launch): Stop scrolling. Start turning heads. The [Dress Name] just dropped – your new obsession for nights you’ll never forget. Be unforgettable. #BecAndBridge #NewCollection #StatementDress
• •Email Subject Line (Seasonal Collection): It’s here. The cool change you’ve been waiting for. Discover Autumn 25. Email Body Snippet: This isn't just a new collection; it's your next vibe. Crafted for the woman who owns every room she walks into. BEC + BRIDGE Autumn 25 is here to elevate your every moment. Feel the confidence.
• •TikTok Video Caption (Styling Video): From brunch to bar, effortlessly. ✨ Watch how we style the [Item Name] three ways. Your wardrobe’s new MVP. #BecAndBridgeStyle #VersatileFashion #CoolGirlApproved #OutfitInspo
• •Website Banner (Homepage): BEC + BRIDGE: For the woman who is her own muse. Confident. Modern. Unmistakably you.
• •Facebook Ad (Targeting Event Goers): Got the invite? We’ve got the dress. Make your entrance in BEC + BRIDGE. Shop eventwear that’s as spirited and unforgettable as you are. #BecAndBridge #EventReady #PartyPerfect