Brand Tone

Friendly, Upbeat, and Inspirational. Conversational, accessible, and positive, communicating like a trusted friend.

Brand Values

• •Confidence and Comfort
• •Family and Community
• •Modesty
• •Timeless and Unique Fashion
• •Attention to Detail

Best Practices

• •Lead with Positivity and Encouragement: Frame all copy with an upbeat and inspirational tone. Use words that empower and build confidence, aligning with the core mission of helping customers feel great in their clothes.
• •Maintain a Conversational, Friendly Voice: Write as if you are speaking to a friend. Use "you" and "we," ask questions, and incorporate emojis to create a personal and approachable feel. This builds community and makes the brand more relatable.
• •Focus on the Feeling, Not Just the Feature: Instead of just describing a dress ("blue floral dress"), describe the experience of wearing it ("The perfect dress for making summer memories"). This connects the product to the customer's life and aspirations.
• •Emphasize Core Values: Regularly weave brand values into the copy. Mentioning "family," "confidence," or "timeless" reinforces what the brand stands for. Highlighting that items are designed in-house or are "CTS Exclusives" adds value.
• •Be Consistent Across All Channels: While the format and length will vary from TikTok to an email newsletter, the fundamental tone and voice should be instantly recognizable. A customer should feel the same friendly, upbeat vibe whether they are reading a product description, an Instagram story, or a Facebook ad.

Social Perception

The public and customers perceive Called to Surf as a go-to destination for fashionable and modest women's apparel, particularly favored for occasion wear like bridesmaid dresses. It's appreciated as a family-run business offering unique styles. While overall perception is positive, critiques exist regarding return policy and occasional quality control issues. The name evokes an "endless summer" vibe rather than literal surf culture.

Copy Examples

• •That perfect dress feeling is real! ✨ Our new 'Amelia' floral maxi is all about effortless style and all-day comfort. Ready for picnics, parties, and everything in between. Tap to make it yours! #CalledtoSurf #SummerStyle #ModestFashion
• •Good things are arriving! Your weekly sneak peek is here… 👀
• •For Life's Everyday Moments & Special Occasions. Timeless styles designed to be lived in.
• •Sunshine is calling! ☀️ Make a splash with confidence in our new collection of swimwear. Designed with the perfect blend of style and coverage, so you can feel amazing all season long. Shop your perfect fit now!
• •One skirt, three ways! Which look is your favorite? 💖 Let us know in the comments! #styletips #calledtosurfstyle #outfitinspo #modeststyle