Brand Tone

Friendly, Approachable, Inspirational and Aspirational (yet Accessible), Community-Focused, Enthusiastic and Passionate

Brand Values

• •Affordability: Providing "fashion forward styles and the casual essentials every wardrobe needs all at an affordable price" is a stated goal.
• •Customer Experience: Aiming for customers to "feel special" and providing responsive customer care.
• •Community and Support: Fostering a sense of community among women.
• •Fashion-Forward and Stylish: Offering current trends and unique pieces.
• •Growth and Ambition: From a spare bedroom startup to "one of Australia's fastest growing fashion boutiques."

Best Practices

• •Develop a "Brand Voice Chart": Clearly define adjectives that describe your brand's tone (e.g., "Friendly," "Empathetic," "Playful," "Supportive," "Aspirational"). Include "This, Not That" examples (e.g., "Friendly, not cheesy"; "Aspirational, not unattainable"). Share this with anyone creating content.
• •Know Your Audience Deeply: Understand their aspirations, challenges, and the language they use. Write as if you're speaking directly to your ideal customer – a friend you're excited to share fashion finds with. The "About Us" mentions wanting customers to "engage with us as a community and as women who support and lift each other up," which implies a supportive, peer-to-peer communication style.
• •Use "We" and "You" Consistently: Foster a sense of connection and direct address. For example, "We want our customers to feel special" and "We welcome you to explore our store."
• •Tell Your Story (and Theirs): Share the brand's journey (like the "spare bedroom" origin) and create content that allows customers to see themselves in the brand (e.g., user-generated content features, relatable styling scenarios).
• •Review and Refine Regularly: Periodically audit your website copy, social media posts, and email communication to ensure the tone remains consistent and resonates with your brand values and audience. Solicit feedback if possible.

Social Perception

Positive In-Platform Engagement, Mixed External Reviews, Emerging Brand

Copy Examples

• •New Arrival Post (Instagram/Facebook): "Hello gorgeous! ✨ Your wardrobe refresh just landed! Our latest collection is packed with pieces that'll make you feel amazing, inside and out. Because you deserve to shine! Come say hi and discover your new favorite outfit. #SFBStyle #NewCollection #FeelGoodFashion #ShopLocalAU"
• •Email Subject Line (Promotion): "A Little Treat Just For You, SFB Sister! 💖"
• •Website Banner (Community Focus): "More Than Just a Store – We're Your Style Squad. Join the Sparrow & Finch family for exclusive perks and a whole lotta love! Sign up & get 10% off!"
• •Product Description Snippet (Focus on Feel & Affordability): "Float through your day in our stunning new maxi dress! Designed to make you feel effortlessly beautiful without breaking the bank. It’s the perfect blend of chic style and everyday comfort. Get ready for the compliments!"
• •Blog Post Intro (Styling Tips): "Hey Style Queens! 👑 Ready to unlock some new looks with pieces you already adore? We believe great style is all about feeling confident and having fun. Let's dive into some easy tips to elevate your everyday outfits and celebrate YOU! #StyleInspo #SparrowAndFinchTips #CommunityLove"