Brand Tone

Aspirational, serene, and effortlessly elegant.

Brand Values

• •Simplicity and Elegance
• •Quality over Quantity
• •Femininity and Confidence
• •Modernity

Best Practices

• •Create a Brand Voice Guide: Document the core tone (aspirational, serene, elegant) and values (simplicity, quality, confidence). Include a list of "on-brand" words (e.g., silhouette, curated, essential, timeless, chic) and "off-brand" words (e.g., cheap, cute, crazy, sale!).
• •Focus on "Feeling" Over "Features": Instead of just listing fabric type and measurements, describe the feeling of wearing the garment. Use evocative and sensory language to paint a picture for the customer.
• •Maintain a Consistent Vocabulary: Use the same terms across all platforms. For example, if you call a collection "The Essentials Edit" on the website, use the same name in emails and future social media posts.
• •Speak to a Singular Archetype: Write all copy as if you are speaking to one person: the ideal chilechicharm customer. This helps maintain a personal and consistent tone, making the customer feel understood.
• •Align Copy with Visuals: Ensure the text complements the photography. If the images are minimalist and serene, the copy should be as well. Avoid loud, jarring text next to soft, elegant imagery. The synergy between words and pictures is key to building a strong brand identity.

Social Perception

A blank slate, as the brand lacks social media presence and third-party reviews, meaning it currently doesn't exist in the public's consciousness. This offers both challenges and opportunities for crafting its image.

Copy Examples

• •Effortless Elegance, Redefined. Discover styles designed for the modern woman.
• •Meet your new essential. Crafted from breathable linen, this piece features a fluid silhouette that moves with you. Its understated details offer a touch of chic for any occasion, from seaside brunch to evening cityscape.
• •Simplicity is the ultimate sophistication. Our Classic Midi Dress is a testament to timeless style. How would you wear it? #ChileChiCharm #EffortlessStyle #ModernFemininity
• •Inside: Your New Favorite Outfit Awaits
• •Tired of Trends? Invest in Timeless Style. Shop Our New Collection.