Brand Tone

Feminine, Romantic, Elegant, Aspirational, Personal, and Heartfelt.

Brand Values

• •Appreciation for the Customer
• •A Shared Story
• •Feminine Expression

Best Practices

• •Create a Brand Voice Chart: Clearly define your brand's personality traits (e.g., "Romantic," "Elegant," "Heartfelt," "Personal"). For each trait, list "do's" and "don'ts." For example: Do use storytelling language; Don't use overly corporate or technical jargon.
• •Use Storytelling in Descriptions: Instead of listing only features (e.g., "100% cotton"), describe the experience or feeling the product evokes. Connect the product to a moment or a lifestyle, as seen in the "Meet Diana" example.
• •Maintain a Consistent "From" Voice: Whether it's an email, a social post, or a website update, the tone should feel like it's coming from the same persona. The farewell messages from "Oana" are a strong example of this.
• •Align Visuals with Tone: Ensure that all photography, fonts, and colors on the website and any social channels reflect the romantic and elegant tone of the copy. Soft lighting, natural settings, and flowing fabrics would support this brand's voice.
• •Write for Your Customer, Not at Them: Use inclusive and personal language ("your story," "for your moments"). This fosters the sense of a shared journey and community that the Oana Sântana brand valued.

Social Perception

Due to a limited online footprint, the social perception is primarily that of a small, European online boutique with a personal touch. Its closure is framed as a passion project ending, potentially evoking sympathy and loyalty from existing customers, while new visitors mainly see a liquidation sale.

Copy Examples

• •Elegance in motion. Discover dresses that tell your story.
• •That Sunday feeling, captured in a dress. Our new Boho collection is for the moments you’ll always remember. #OanaSantanaStyle #BohoChic
• •Meet Diana. More than just a dress, it's a feeling of freedom. With its flowing silhouette and delicate details, it’s designed to move with you, from sunlit afternoons to enchanted evenings. Embrace your inner muse.
• •Tired of clothes that just hang there? At Oana Sântana, we create pieces with a soul. Find the dress that doesn’t just fit your body, but fits your story. Shop our collection of timeless European designs.
• •A little romance for your wardrobe is here...