Brand Tone

Magical, Whimsical, Aspirational, Luxurious, Authentic, Customer-Centric, Proud, Confident, Playful, and Engaging

Brand Values

• •Quality and Craftsmanship
• •Creating Lasting Memories
• •Authenticity
• •Imagination and Joy
• •Customer Trust

Best Practices

• •Embrace Fairytale Language: Consistently use evocative and enchanting words like "magical," "wonder," "fairytale," "enchanting," "sparkle," "dream," and "royal" to reinforce the whimsical nature of the brand.
• •Prioritize Storytelling: Focus on the "why" behind the dresses – creating memories, celebrating milestones, and making children feel special. Share customer stories and testimonials to bring this to life.
• •Highlight Craftsmanship and Quality: Use terms like "handcrafted," "couture," "exquisite detail," and "luxury" to convey the premium nature of the products, justifying the price point.
• •Maintain Authenticity: When addressing customer service or business practices, be transparent and genuine, reinforcing the "real moms, real customers" ethos. Avoid overly corporate or impersonal language.
• •Be Visually Consistent with Tone: Ensure that the language used in copy aligns with the visual presentation (e.g., high-quality, dreamy photography and videography). The copy should enhance the magical visuals, not contradict them.

Social Perception

Positive among Customers, Viral Sensation, Perceived as High-End/Expensive, Some Online Drama/Controversy (Minor)

Copy Examples

• •For a new princess dress launch: "Unlock a world of wonder. Introducing the [Dress Name] gown – where fairytale dreams are stitched into reality. Handcrafted with love, for moments that sparkle brighter than any tiara."
• •Instagram caption for a customer photo: "Pure magic in every twirl! ✨ Thank you, [Customer Name], for sharing this enchanting moment. We’re honored to be a small part of your family’s big memories. #CalgaryAndBallerini #RealMagic"
• •Website banner for a seasonal collection: "Let Imagination Reign. Discover the [Season/Holiday] Collection by Calgary and Ballerini – couture gowns designed to make her feel like the princess she truly is. Because every celebration deserves a touch of magic."
• •TikTok video concept voiceover (showing a dress being carefully packaged): "More than just a dress, it's a dream carefully folded. We don't do 'hype,' we do 'happily ever afters.' For the real magic, made for real families. That’s the Calgary & Ballerini promise."
• •Email subject line for a special offer (rare, as they focus on value): "A Sprinkle of Stardust: Your Invitation to Unforgettable Moments." (Body could then discuss a limited edition item or a special accessory with purchase, rather than a discount).