Brand Tone

Friendly and Approachable, Helpful and Supportive, Authentic and Relatable, Enthusiastic and Positive, Slightly Playful

Brand Values

• •Customer-Centricity ("Platinum Personal Service")
• •Quality and Curated Selection
• •Family and Community
• •Trust and Reliability
• •Authenticity and Passion
• •Inclusivity

Best Practices

• •Develop a "Voice and Tone" Guide: Document the key characteristics of the Boxhill voice (e.g., friendly, helpful, authentic, slightly playful) with examples of do's and don'ts. Share this with anyone creating content.
• •Use "We" and "You" Language: Directly address the customer ("you") and speak from the brand's collective, personal perspective ("we," referencing the family story when appropriate) to foster connection.
• •Tell Stories: Incorporate the family origin, the "why" behind the brand, and customer experiences into copy to build authenticity and emotional connection.
• •Be Genuinely Helpful: Focus on how products and services benefit the customer. Offer advice, answer questions proactively, and make the shopping experience as smooth as possible. This reinforces the "Platinum Personal Service" value.
• •Maintain a Consistent Visual and Verbal Identity: Ensure that the tone of the copy aligns with the visual style on the website and social media. Regularly review content across all platforms for consistency. The language should feel like it's coming from the same friendly, family-run boutique.

Social Perception

Highly Trusted and Reliable, Excellent Customer Service, Good Quality and Stylish Clothing, Community Focused, Positive Online Shopping Experience

Copy Examples

• •Homepage Banner: "Your perfect fit, made easy! ✨ Discover quality styles you'll love, from our family to yours. Enjoy free & easy returns on all orders! #BoxhillNZ"
• •Instagram Post (New Arrival): "Say hello to your new favourite knit! 👋 Cosy, chic, and oh-so-Boxhill. We’ve handpicked this beauty thinking of chilly mornings and stylish afternoons. Want to see how we’d style it? Pop your questions below! #BoxhillStyle #NZFashion"
• •Product Description (Elm Lifestyle Dress): "Effortless style for your everyday. This gorgeous Elm dress is all about comfort without compromising on cute! Perfect for brunch with the girls or a relaxed weekend. We believe fashion should feel good – and this dress is a dream to wear. Erin & Sheila xo"
• •Email Subject Line (Sale): "A Little Treat Just For You! Our Mid-Season Sale Starts Now 💖"
• •About Us Snippet for Social Media: "More than just a store, we're a family passionate about helping you find fashion that makes you feel fantastic. Since 2002, we've been hand-picking quality pieces and offering that personal touch you won't find everywhere. Come say hi! #BoxhillFamily #YourPerfectFit"