Brand Tone

Youthful & Trendy, Community-Focused & Inclusive, Creative & Authentic, Confident & Evolving, Slightly Edgy & Urban

Brand Values

• •Community
• •Originality & Design
• •Evolution & Progress
• •Local Connection
• •Lifestyle

Best Practices

• •Embrace 'Spanglish' & Local Slang (Authentically): Given its Chilean roots and youthful audience, strategically incorporating Chilean slang or a natural Spanglish mix (where appropriate and if reflective of their current social media voice) can enhance authenticity. However, ensure it’s done in a way that’s inclusive and understandable to their target demographic. *Initial website exploration shows primarily Spanish, so this should be applied thoughtfully based on their engagement analytics.*
• •Prioritize Community Language: Use terms like 'Below Fam' consistently. Frame communications as a dialogue with the community, encouraging interaction and user-generated content.
• •Keep it Energetic and Confident: Use strong verbs, vibrant adjectives, and a generally upbeat and assured tone. Avoid overly formal or passive language.
• •Highlight Originality and Evolution: Continuously weave in narratives about new designs, creative processes, collaborations, and the brand's journey. This reinforces the 'movement in constant evolution' value.
• •Visual Storytelling Support: Ensure copy complements the visual-heavy nature of fashion. Captions should enhance the imagery and videos, adding context or a call to action that aligns with the brand's energetic and artistic vibe. Social media language should be concise and impactful.

Social Perception

Trend-Conscious and Youthful Audience, Artistic and Collaborative, Community-Oriented, Established Local Brand

Copy Examples

• •Instagram Post (New Collection Drop): FRESH DROP ⚡️ Our new [Collection Name] just hit the streets. Designed for the movement, by the Fam. Cop yours online & in stores now. Link in bio. #BelowApparel #StreetwearChile #NewCollection #BelowFam
• •TikTok Video Caption (Behind the Scenes): Vibes from our latest shoot 🎬 The [Item Name] hoodie bringing that fire. What look are you rocking? 👇 #BelowTheSurface #StreetStyle #ChileFashion #BTS
• •Facebook Event Promotion: Join the Below Fam this Saturday! 🔥 We're celebrating [Event Name] at our [Location] store. Live music, good vibes, and exclusive drops. Don't miss out. #BelowEvents #ComunidadBelow #StreetwearSantiago
• •Website Banner (Homepage): Below Apparel: 10 Years Evolving the Streets. Discover the Movement.
• •Product Description Snippet (for a unique t-shirt): More than a tee, it's a statement. Crafted with [Fabric Details] and featuring an exclusive design by [Artist Name]. Built for the bold. Wear it loud. #OriginalStreetwear #BelowDesigns