Brand Tone

Playful, Positive, Friendly, Bright, Bold, Family-Oriented

Brand Values

• •Self-Expression
• •Joy & Happiness
• •Quality & Value
• •Inclusivity
• •Customer Satisfaction
• •Sustainability

Best Practices

• •Always Prioritize "Playful" and "Positive": Every piece of copy, from product descriptions to social media posts, should aim to evoke joy and fun. Use upbeat language, exclamation points where appropriate, and focus on the happiness the products bring.
• •Speak to Both Kids and Parents: While the products are for kids, parents are the primary purchasers. Use language that resonates with parental desires (e.g., quality, value, seeing their kids happy) while still capturing the excitement that appeals to children.
• •Incorporate the "Wear a Smile" Ethos: Subtly or directly weave in the idea that Character.com clothing brings smiles and helps children express themselves. This reinforces a core brand message.
• •Keep it Bright and Engaging: Use vivid descriptions and enthusiastic language. On visual platforms, ensure copy complements the bright and bold imagery of the products and happy children.
• •Develop a Brand Voice Guide: Create a simple internal guide with keywords, approved phrases, and "do's and don'ts" for tone to ensure consistency across all writers and platforms. This should include how to handle different scenarios, from promotional posts to customer service interactions.

Social Perception

Generally Positive: Perceived as a go-to place for a wide variety of beloved character clothing that makes children happy, offering good value and broad selection. Aims to enhance positive and emotional connection through brand refresh and "Miles" mascot. Some mixed/negative experiences exist regarding customer service and order fulfillment.

Copy Examples

• •Headline: Unleash Their Inner Hero! ✨ Body: From caped crusaders to magical princesses, find the outfits that spark their biggest adventures. Shop Character.com and let their imagination soar! #WearASmile
• •Headline: Bedtime Just Got a LOT More Fun! 😴🚀 Body: Drift off to dreamland with their favorite friendly faces! Our super-soft pyjamas make bedtime the best time. Which character will they choose tonight? #CharacterComfort
• •Headline: Little Characters, Big Smiles! 😄 Body: Watch their eyes light up with our huge range of official character clothing. Perfect for playtime, parties, or just because! Find their favourites at Character.com.
• •Headline: Adventure Awaits! What Will They Wear? 🌟 Body: Fuel their fun-filled days with clothes that are as vibrant and unique as they are. Explore new arrivals and all their beloved characters today! #KidsFashion #CharacterStyle
• •Headline: Officially Awesome! ✅ Body: Get the real deal! All our character gear is officially licensed, so you know you're getting quality that lasts through every adventure. Because happy kids wear happy clothes!