Brand Tone

Expert & Authoritative, Passionate & Enthusiastic, Educational & Empowering, Caring & Nurturing, Community-Focused, Approachable & Friendly

Brand Values

• •Expertise & Specialization
• •Empowerment & Confidence
• •Natural Beauty & Authenticity
• •Quality & Integrity
• •Education
• •Client Care & Nurturing
• •Community
• •Respect for Heritage

Best Practices

• •Emphasize Expertise with Warmth: Always balance authoritative language ("specialists," "masters," "expert techniques") with caring and passionate words ("worship," "love," "celebrate," "nurture," "empower").
• •Focus on Education and Empowerment: Frame services and product descriptions around how they help the client understand, manage, and feel confident about their curls. Use "you" and "your" frequently.
• •Use "Curl-Positive" Language: Reinforce the beauty and uniqueness of all curl types. Avoid language that implies curls are a problem to be "tamed" (unless directly quoting a client's past struggle that the salon solved). Instead, use words like "enhance," "define," "celebrate," "unlock."
• •Highlight Values Consistently: Weave in mentions of their commitment to quality (e.g., "silicone-free," "organic"), the Curly Girl Method, and the supportive community aspect in relevant communications.
• •Maintain a Consistent Voice Across Platforms, Adapting for Nuance: While the core tone remains, allow for slight variations. For instance, Instagram and TikTok can be more visually driven and conversational, while the website's "About Us" or service pages can be more detailed and formally expert. However, the underlying passion and commitment to education should always shine through.

Social Perception

Highly Respected Specialists, Transformative Results, Trustworthy & Knowledgeable, Caring & Welcoming, Worth the Journey

Copy Examples

• •Headline: Finally Understand Your Curls. We're the Specialists You've Been Searching For. Body: Tired of fighting your frizz? At Curly & Co Hair, we don't just style curls, we worship them. Our expert team empowers you with the knowledge and techniques to love your unique texture, every single day. Book your Initial Curl Guest Service and let's start your transformation.
• •Headline: Unlock Your Curl Potential. Expert Care, Stunning Results. Body: From soft waves to tight coils, we celebrate every curl. We use the finest organic and curl-loving products, combined with specialist dry-cutting techniques, to bring your hair to its healthiest, most beautiful state. Discover the difference true expertise makes.
• •Headline: More Than a Haircut, It's a Curl Journey. We'll Guide You. Body: At Curly & Co Hair, your journey to loving your curls begins. We provide personalised education, from wash day tips to styling secrets, ensuring you leave confident and empowered. Join our curl community and embrace your natural beauty.
• •Headline: Healthy Curls Start Here. Pure Products, Passionate Stylists. Body: We believe in nourishing your curls from the inside out. That’s why we exclusively use silicone-free, sulphate-free, and paraben-free products that deliver real results. Experience genuine care and let your curls shine.
• •Headline: Ready to Fall in Love With Your Curls? Let Us Show You How. Body: Our salon is a haven where curls are understood, celebrated, and transformed. Helen, Trish, and Christine are dedicated to providing you with not just a beautiful style, but the lasting confidence to manage and adore your curls. Book today – your best hair awaits!