Brand Tone

Friendly, encouraging, and aspirational. Approachable and relatable, often using informal language, emojis, and direct questions. Feels like getting advice from a stylish best friend, fostering a sense of community and shared style.

Brand Values

• •Community & Sisterhood
• •Affordability & Quality
• •Confidence & Self-Expression
• •Curated Style

Best Practices

• •Create a "Brand Voice" Cheat Sheet: Develop a simple one-page document outlining key tone words (e.g., "Friendly, Encouraging, Chic, Relatable"), common phrases, and emoji guidelines. Share this with anyone creating content.
• •Maintain a Consistent Community Response Strategy: Always respond to comments and DMs with the same friendly and helpful tone. Address customers by name when possible and use positive language, even when handling complaints.
• •Prioritize "You" over "We": Frame copy to focus on the customer's benefit and experience. Instead of "We just launched our new collection," try "Your new favorite outfits have arrived."
• •Incorporate Storytelling: Continue to weave the brand's founding story and customer stories into the content. Share behind-the-scenes moments or "style diaries" from the founders or customers to reinforce the brand's human element.
• •Review Content Monthly: Set aside time each month to review all outgoing content (social media, emails, ads) to ensure it aligns with the established tone. This helps catch any deviations and keeps the messaging cohesive.

Social Perception

Generally positive, especially regarding style and community engagement. Customers appreciate being featured and the interactive, friendly tone. Despite occasional mentions of product quality discrepancies, excellent customer service and community focus help mitigate concerns and build loyalty.

Copy Examples

• •Hello, weekend uniform! ✨ Our new 'City Dreams' satin midi skirt has just dropped and we're already obsessed. Perfectly pairs with a chunky knit or a simple cami. How would you style it? Let us know below! #byfable #newarrivals
• •Your Story, Your Style. Curated pieces for the modern woman.
• •It's happening... Our Summer Glow-Up Sale starts now! ☀️
• •Tired of 'nothing to wear' days? By Fable is your new go-to for effortlessly chic outfits that won't break the bank. Founded by two sisters with a passion for style, we curate weekly collections so you can look and feel amazing. Shop our new arrivals and find your next favorite look!
• •Meet the dress that will have you dreaming of garden parties and brunch dates. With its delicate floral print, flattering wrap silhouette, and soft, breathable fabric, this piece is pure romance. It’s not just a dress; it’s a feeling. Cinch the waist tie for a perfect fit and get ready to turn heads.