Brand Tone

dreamy, whimsical, and friendly

Brand Values

• •Aesthetic Curation
• •Individuality and Self-Expression
• •Joy and Lightheartedness
• •Community Connection

Best Practices

• •Embrace Whimsical Language: Use words like "dreamy," "magical," "whimsical," "sanctuary," and "enchanting" to consistently evoke the brand's core aesthetic in all descriptions and posts.
• •Maintain a Friendly and Approachable Voice: Address the audience directly using "you" and "your." Use a conversational tone, ask questions to encourage engagement, and respond to comments in a warm and personal manner.
• •Use Visuals to Reinforce the Tone: Ensure that all imagery—from product photos to social media posts—adheres strictly to the pastel, soft, and clean aesthetic. The visual tone is just as important as the written one.
• •Leverage Emojis Strategically: Use emojis like ✨, 🌸, ☁️, 🎀, and 💕 to add a touch of personality and visual appeal that aligns with the brand's friendly and feminine tone. Avoid overuse or emojis that clash with the aesthetic.
• •Center the Customer as the Main Character: Frame products as tools for the customer's self-expression and happiness. Use phrases like "your new favorite," "for your dream setup," and "elevate your everyday," positioning the customer and their lifestyle at the heart of the brand's narrative.

Social Perception

A niche, aesthetically-focused, and desirable brand for a specific style tribe, known for products fitting 'coquette,' 'pastel,' and 'soft-girl' trends.

Copy Examples

• •Meet your phone's new soulmate. ✨ Our latest collection of dreamy cases has arrived, ready to make every mirror selfie a little more magical. Which one is calling your name? ☁️ #ByPhoebe #CoquetteAesthetic #PhoneCase
• •Transform your workspace into a pastel sanctuary. Our 'Cloud Haven' desk mat is crafted with a smooth, spill-resistant surface to protect your desk and inspire your day. Because your creative space deserves to be as dreamy as your ideas. 🌸
• •A little treat from us to you! 💌 Hey dream girl, just a little something to make your week brighter. For a limited time, enjoy 15% off our entire collection of whimsical accessories. Go on, you deserve it. 💕
• •On-screen text: "pov: you found the perfect top for your soft-girl era" Caption: "Feeling cute might never delete. 🎀 Our 'Willow' top is here to make your everyday feel like a daydream. #SoftGirlEra #Cottagecore #OOTD #ByPhoebe"
• •We LOVE seeing how you style your By Phoebe pieces! 💖 Look how @[username] has created the dreamiest setup with our desk mat. Tag us in your photos for a chance to be featured! #ByPhoebeCommunity