Brand Tone

Aspirational & Chic, Feminine & Confident, Friendly & Engaging, Emerging Playfulness/Relatability, Informative & Passionate

Brand Values

• •Quality & Excellence
• •Uniqueness & Creativity
• •Femininity & Empowerment
• •Responsibility & Transparency
• •Customer-centricity
• •Independence & Boldness

Best Practices

• •Develop a Comprehensive Tone of Voice Guide: Document the identified tones (Chic, Confident, Feminine, Engaging, Conscious, Passionate) with clear examples of "do's and don'ts" for different platforms (website, social media, email). This ensures everyone writing for the brand is aligned.
• •Emphasize Storytelling around Values: Consistently weave in the brand's narrative, especially the recent shift to in-house, responsible production in Madagascar. Highlight the "why" behind the brand – empowering women, creativity, and a move towards sustainability.
• •Balance Aspiration with Relatability: While maintaining a chic and aspirational image, use a friendly and approachable voice, especially on social media, to connect with customers. Acknowledge customer feedback (both positive and negative where appropriate) transparently to build trust.
• •Be Specific and Authentic: Avoid vague marketing jargon. When talking about "quality" or "responsible materials," provide specific details where possible. Authenticity in communicating the brand's journey (including challenges and improvements) will resonate more than generic claims.
• •Ensure Consistency Across All Touchpoints: The tone used on the website's "About Us" page should align with Instagram captions, email newsletters, and even customer service responses. Regular audits of all communications can help maintain this consistency. For instance, the playful tone on TikTok should still feel like it's part of the broader BERTHIE identity, perhaps by linking back to core values of joy and freedom.

Social Perception

Stylish & Trendy, Good Quality (for some), Hit-or-Miss Customer Experience, Value Proposition, Emerging Ethical Focus, International Reach

Copy Examples

• •Headline: BERTHIE: Dress with Joy. Live with Confidence. Body: Discover pieces as unique as you are. Crafted with passion in our own atelier, our new collection blends Parisian chic with a commitment to a more responsible future. Feel beautiful, inside and out. Call to Action: Explore New Arrivals
• •Headline: The Art of Being You. Effortlessly. Body: At BERTHIE, we believe style is a celebration of your individuality. Our limited series designs offer that perfect touch of color and elegance, made with quality materials and a conscious heart. Because true style is timeless and kind. Call to Action: Find Your Signature Piece
• •Headline: From Our Hands to Your Wardrobe: A New Chapter of Conscious Style. Body: We're thrilled to now craft BERTHIE designs in our own workshop, ensuring every stitch embodies our values of quality, creativity, and environmental respect. Join us on this beautiful journey. Call to Action: Learn Our Story
• •Headline: Feel the Difference: Quality You Can Wear, Values You Can Believe In. Body: BERTHIE is more than just fashion; it's a feeling. Experience the vibrant colors, the flowing fabrics, and the confidence that comes from wearing clothes made with care for you and the planet. Call to Action: Shop the Collection
• •Social Media Post (Instagram/Facebook): Image: A woman confidently wearing a colorful BERTHIE dress in a bright, airy setting. Caption: Embrace your brightest self. ✨ Our [Dress Name] is designed to move with you, crafted with love and a touch of Parisian magic. Now made with even more care in our own atelier. What adventures will you take it on? #BerthieParis #EffortlessChic #ConsciousFashion #NewCollection Call to Action: Tap to Shop!