Brand Tone

Traditional, Trustworthy, and Family-Oriented

Brand Values

• •Tradition & Legacy
• •Quality & Elegance
• •Customer Commitment & Community
• •Value for Money
• •Family

Best Practices

• •Lead with Heritage: Consistently mention the "since 1977" legacy in key marketing materials (homepage, social media bios, email footers). It’s a powerful trust signal.
• •Emphasize "Family" and "Community": Use words like "family," "community," "generations," and "our" to create a personal and inclusive tone. Frame the brand as a partner in a family's significant life events.
• •Balance Elegance with Affordability: In product descriptions and ads, pair aspirational words ("elegant," "finest," "sharp") with value-driven phrases ("affordable prices," "excellent prices," "save like pros").
• •Tell Customer Stories (Even Hypothetically): Create content around the moments their clothes are for—christenings, first birthdays, family portraits. For example, "From her first party dress to her flower girl debut, we're here for every step." This connects the product to the customer's life.
• •Maintain a Personal, Expert Voice: Write copy as if it's coming from the owner, the "expert" mentioned on the site. Use a slightly more formal but warm tone. Avoid overly casual slang or corporate jargon to maintain the authenticity of a long-standing family business.

Social Perception

Reliable, trustworthy, and long-standing neighborhood retailer, successfully transitioned to e-commerce, serving as a go-to source for children's special occasion wear, with a positive and dependable reputation.

Copy Examples

• •Dressing Brooklyn's littlest stars since 1977. From our family to yours, find timeless outfits for life's most precious moments.
• •A tradition of elegance. For over 45 years, families have trusted Berto Kids Fashion for their most cherished occasions. This handcrafted christening gown is designed to be a beautiful heirloom, passed down for generations to come.
• •That picture-perfect moment starts with the perfect outfit. ✨ For decades, we've had the honor of dressing your children for their special days. Discover our new collection of party dresses and suits—quality you can see, at prices you'll love. #BertoKids #FamilyTradition #SpecialOccasion
• •It all started in a small Brooklyn store in 1977 with a simple mission: to help parents dress their children in beautiful, high-quality clothing without compromise. Today, we're honored to be serving the third generation of those same families, both in-store and online.
• •An Occasion to Remember | Outfits Worthy of the Memory