Brand Tone

Aspirational & Confident, Modern & Edgy, Direct & Concise, Approachable (potentially)

Brand Values

• •Style & Aesthetics
• •Originality/Individuality
• •Quality
• •Urban Lifestyle
• •Confidence

Best Practices

• •Use Strong Verbs and Confident Language: Employ action-oriented words and a tone that reflects self-assurance and leadership (e.g., "Command," "Define," "Own," "Elevate," "Conquer").
• •Keep it Modern and Concise: Avoid overly formal or verbose language. Mirror the clean, contemporary aesthetic of the brand in your text. Get to the point while still being impactful.
• •Focus on Style and Individuality: Highlight how Command Melbourne pieces help the wearer express their unique style and stand out. Use words like "statement," "signature," "distinctive."
• •Maintain an Aspirational yet Attainable Feel: While showcasing a desirable image, ensure the language doesn't feel exclusionary. The goal is to inspire customers to achieve that confident style.
• •Incorporate Urban and Lifestyle Elements: Subtly weave in references to city life, movement, and the dynamic nature of contemporary fashion where appropriate, connecting the clothes to the wearer's environment.

Social Perception

Fashion-Forward, Local Melbourne Brand, Quality and Price Point, Customer Service

Copy Examples

• •Instagram Post (New Jacket): Image: Model wearing a new Command Melbourne jacket in an urban setting. Urban edge meets timeless design. The new [Jacket Name] has arrived. Crafted for the concrete jungle. Shop the drop – Link in bio. #CommandMelbourne #NewCollection #Streetwear #MelbourneFashion
• •Facebook Ad (General Brand Awareness): Image/Video: Carousel of diverse models wearing different Command Melbourne outfits. Define Your City Style. Command Melbourne offers premium streetwear and contemporary essentials designed to make a statement. Discover apparel that moves with you. Shop Now: commandmelbourne.com.au
• •TikTok Video Caption (Styling Video): Video: Quick cuts showing 3 ways to style a Command Melbourne hoodie. 3 ways to rock the [Hoodie Name] hoodie 🔥 Which look are you commanding? #CommandMelbourne #StyleHacks #StreetStyle #OutfitInspo #Melbourne
• •Website Homepage Banner (Seasonal Collection): COMMAND THE SEASON. Explore the latest Autumn/Winter '25 collection. Fresh silhouettes, bold statements. [Shop Now Button]
• •Email Subject Line (Sale Promotion): ACCESS DENIED to ordinary. UNLOCKED: Up to 30% Off Command Styles. (Body Teaser: Don't just follow trends. Command them. Shop the sale now.)