Brand Tone

friendly, approachable, and aspirational yet accessible

Brand Values

• •Customer-Centricity
• •Family & Community
• •Affordable Style
• •Curated Selection
• •Authenticity

Best Practices

• •Develop a Brand Voice Guide: Create a simple document outlining the brand's tone (e.g., friendly, aspirational), key messages, and common phrases or emojis. This ensures anyone writing for the brand stays consistent.
• •Speak Directly to the Customer: Use a conversational style with "you" and "your" to make the customer feel seen and spoken to directly. Frame product benefits around how they will make the customer feel.
• •Maintain Consistency Across All Channels: The friendly, personal tone used on Instagram should match the tone in email newsletters, on the website, and in customer service responses to build trust and brand recognition.
• •Tell Your Story: Regularly weave the "mother-daughter duo" and "independent boutique" narrative into your content. This story is a powerful differentiator and builds an emotional connection with customers.
• •Balance Aspiration with Accessibility: While showcasing stylish and on-trend items, always maintain an approachable and inclusive feel. Use phrases that highlight both the style ("chic," "on-trend") and the value/wearability ("effortless," "versatile," "your new favourite").

Social Perception

The public and customers perceive CHIC positively as a 'treasure trove' with a beautiful selection of items. They are known for helpful and friendly staff, unique finds, and a balance of quality and affordability. The brand is seen as a reliable source for stylish womenswear and a valued local business.

Copy Examples

• •That weekend feeling just got a new look! ☀️ Meet the 'Amelia' floral midi dress - your new go-to for brunches, garden parties, or just feeling fabulous. We’re obsessed with the effortless fit and flowy fabric! Tap to shop or visit us in-store for a try-on. #ChicStyle #NewArrival #MidiDress #OOTD
• •From our family to your wardrobe! ✨ Founded by a mother-daughter duo, CHIC brings you a lovingly curated collection of clothing, accessories, and gifts. Discover unique pieces that will make you smile. Shop online for free UK delivery! #ShopLocal #IndependentBoutique #ChicOnline
• •Just In: Your new favourite jumper is waiting... Hi [Name], getting cosy has never looked so chic! Our new collection of knitwear has landed, featuring super-soft fabrics and the perfect colours to brighten up your day. Find your perfect match before it’s gone!
• •The perfect partner for all your plans! Our stylish and versatile crossbody bag is designed to hold all your essentials while adding a touch of effortless style to any outfit. With its clean lines and functional design, it’s the accessory you’ll reach for again and again. #BagGoals #ChicAccessories
• •Wear What Makes You Happy. Discover our latest collection of joyful styles and timeless accessories, handpicked just for you. Welcome to CHIC!