Brand Tone

Youthful, Trendy, Friendly, Approachable, Aspirational, Confident, Playful, Energetic, Authentic, and Transparent (Striving)

Brand Values

• •Customer-Centricity
• •Trend Leadership
• •Sustainability & Ethical Responsibility (BB BETTER initiative)
• •Inclusivity & Diversity
• •Community
• •Authenticity

Best Practices

• •Know Your "BB Babe": Always craft your message as if you are communicating with your target customer – a young, style-aware, digitally fluent individual. Use language that resonates with them and that they commonly use.
• •Embrace Authentic Enthusiasm: Allow the brand's genuine passion for current trends and for empowering its customers to be evident in the communication. Use exclamation marks judiciously, employ energetic verbs, and maintain positive framing.
• •Keep it Real & Relatable: While maintaining an aspirational quality, steer clear of overly formal or corporate jargon. Infuse a conversational, amiable, and at times, playful character into the messaging. Acknowledge current trends and the prevailing social media culture.
• •Highlight Values Naturally: Integrate mentions of sustainability, inclusivity, and community initiatives where they are relevant, ensuring they feel like a natural part of the narrative rather than a forced inclusion. The "BB BETTER" initiative serves as a good model for this.
• •Be Consistent Across Platforms, Adapt the Format: While the fundamental tone should remain uniform, tailor the length and style of the message to suit each specific platform (e.g., brief and impactful for TikTok/Instagram, more elaborate for email or website content). Ensure that the visual branding elements also align with the established tone.

Social Perception

Generally Positive among Target Demographic, Mixed on Customer Service & Quality, Influencer & Social Media Savvy, Awareness of Sustainability Efforts

Copy Examples

• •✨ LEVEL UP your look! ✨ Our new drop just landed and it's everything you've been scrolling for. Think dream dresses, must-have minis, and vibes that scream YOU. Tap to shop the obsession before it's gone! #BeginningBoutique #NewCollection #OOTDInspo #TrendAlert #BBExclusive
• •DESERT DREAMS & FESTIVAL SCENES 🌵✨ Your ultimate festival 'fits are here. From statement sets to shimmering showstoppers, get ready to own the moment. Shop The Festival Edit now & pay later with Afterpay! #BBonTour #FestivalFashion #BeginningBoutique
• •💖 Babe, Your Cart's Calling (and so is 25% OFF!) 💖 (Email Body Snippet): Hey gorgeous! Those killer pieces you've been eyeing? They're officially on sale! For a limited time, snatch your faves with 25% off. Don't let your dream outfit become a 'should've bought it!' xo The BB Team.
• •GRWM: Turning our 'Midnight Sky' mini dress from day party ☀️ to date night 🌙 real quick! Which look is your fave? 👇 #BeginningBoutique #StyleHack #DayToNight #MiniDressMagic #FashionTikTok
• •Meet the 'Earth Angel' Sundress 🌿 Crafted with love from more sustainable fabrics, this breezy beauty is as kind to the planet as it is cute on you. Feel good, look amazing. Part of our BB BETTER commitment. #SustainableStyle #EcoFashion #BBBetter #BeginningBoutique