Brand Tone

Approachable and Friendly, Aspirational yet Attainable, Confident and Passionate, Nature-Inspired and Calming, Slightly Understated and Elegant

Brand Values

• •Customer Experience
• •Quality and Timeless Style
• •Family and Heritage
• •Inspiration from Nature and Life
• •Sustainability and Ethical Practices
• •Creating Joy and Confidence

Best Practices

• •Develop a Brand Voice Guide: Create a document outlining key tone characteristics (e.g., warm, elegant, nature-inspired), preferred vocabulary (and words to avoid), and an ideal sentence structure. This ensures everyone writing for the brand is aligned.
• •Tell Your Story Consistently: Weave in elements of your brand story – being family-owned, inspired by nature and the Peak District, commitment to quality and sustainability – across all platforms. This reinforces your identity and values.
• •Focus on "How it Feels": Beyond describing what a garment looks like, emphasize the feeling it evokes – comfort, confidence, joy, connection to nature. Use sensory language.
• •Maintain a Personal, Friendly Approach: Address your audience directly and warmly. In customer service interactions and social media replies, be helpful, empathetic, and approachable, reflecting the family-run ethos.
• •Visual and Textual Harmony: Ensure your copy's tone aligns with your visual branding. If your images are serene and nature-focused, your language should mirror that calmness and elegance, not be overly loud or aggressive. The visuals on their Instagram and website already do this well.

Social Perception

Trusted Local Retailer, Good Quality and Service, Stylish and Unique Offerings, Positive Online Experience, Limited Broader Public Awareness

Copy Examples

• •Homepage Banner: Discover Your Everyday Elegance. Thoughtfully curated collections inspired by the beauty of the changing seasons. Wrap yourself in timeless style and comfort with Blue Water Clothing.
• •New Collection Email Subject: Step into Autumn with Warm Hues & Beautiful Textures 🍂 Email Body Snippet: Embrace the cozy allure of autumn with our latest arrivals. From soft, ethically sourced knitwear to versatile dresses in rich, earthy tones, each piece is designed to make you feel effortlessly stylish and connected to the season's charm. Explore the collection and find your new favorites.
• •Instagram Post (Image of a woman walking in a park wearing one of their coats): Finding beauty in the everyday. Our [Coat Name] coat, crafted from [Fabric Type], offers both warmth and timeless style for your seasonal adventures. Inspired by the serene landscapes of the Peak District, it’s a piece to cherish for years to come. #BlueWaterStyle #TimelessFashion #CountryInspired #SustainableStyle
• •Product Description (for a dress): The [Dress Name] Dress: Where comfort meets effortless chic. Made with beautifully soft, [Fabric Type, e.g., sustainable modal], this piece drapes elegantly for a flattering silhouette that moves with you. Perfect for [Occasion/Setting], it’s designed to be a go-to in your wardrobe, season after season. Feel good, look incredible.
• •Facebook Post (Highlighting customer service): More than just clothing, it's how you live. As a family business, we're passionate about helping you find pieces you'll adore. Have a styling question or need advice on the perfect fit? Our friendly team is always here to help you discover something special. Pop into our [Town] store or send us a message! #FamilyInFashion #CustomerLove #BlueWaterClothing