Brand Tone

Empowering, supportive, inclusive, and approachable. Also playful and relatable (on TikTok), individualistic and expressive (me. by bendon).

Brand Values

• •Comfort and Fit
• •Confidence and Empowerment
• •Quality and Innovation
• •Inclusivity and Authenticity
• •Customer First
• •Heritage with Modernity

Best Practices

• •Develop Clear Brand Voice Guidelines: Document the desired tone (e.g., empowering, supportive, inclusive, approachable), key messaging pillars, "words we use" and "words we avoid," and provide examples. Share this with everyone creating content.
• •Understand Your Audience Deeply: Continuously research and listen to your target audience to ensure the tone resonates with their needs, language, and aspirations. Tailor the expression of the tone slightly for different platforms while keeping the core essence consistent.
• •Train Your Team: Ensure all customer-facing staff and content creators (including social media managers, copywriters, marketing teams) are trained on the brand voice and values. Role-playing and regular refreshers can be beneficial.
• •Prioritize Authenticity and Empathy: Communicate in a way that is genuine and shows understanding of women's diverse experiences and feelings. Avoid overly technical jargon unless explaining fit or construction in an educational context.
• •Review and Iterate: Regularly review all external communications (website copy, social media posts, ads, customer service interactions) to ensure they align with the defined brand tone. Gather feedback and be willing to refine the voice as the brand evolves.

Social Perception

Generally perceived as a reputable and established brand with a long history, known for quality and a wide range of options. Customers appreciate the focus on fit and comfort. The brand is seen as offering both everyday essentials and more fashion-led or luxurious options through its various sub-brands.

Copy Examples

• •Headline: Real Life. Real Support. Real Comfort. Body: Your days are diverse, your needs unique. From boardroom confidence to weekend ease, and every moment in between, Bendon is here to support you. Discover lingerie designed to move with you, empower you, and make you feel incredible, just as you are. #BraBetter #BendonLingerie
• •Headline: More Than Just a Bra. It’s Your Daily Dose of Confidence. Body: We believe the right foundation can change your day. That's why every Bendon piece is crafted for the perfect fit, exceptional comfort, and a touch of style that’s all you. Feel seen, feel supported, feel confident. #BendonConfidence #FitForLife
• •Headline: Celebrating Every Woman, Every Story. Body: Your journey is unique, and your lingerie should be too. Bendon offers a diverse range of styles and sizes, including post-surgery and maternity options, because every woman deserves to feel comfortable and beautiful. Find your perfect fit and embrace your story. #BendonForAll #InclusiveComfort
• •Headline: Engineered for Comfort, Designed for You. Body: With over 75 years of expertise, we know what makes a truly great bra. It’s in the details, the innovative design, and the commitment to a fit that feels like it was made just for you. Experience the Bendon difference. #ExpertFit #QualityLingerie
• •Headline: Feel Good, From the Inside Out. Body: Life’s too short for uncomfortable lingerie. Our latest collection blends luxurious fabrics, thoughtful design, and the support you need to take on anything. Because when you feel good underneath, it shows. #BendonFeelGood #StyleAndSubstance