Brand Tone

Sophisticated, Approachable, Knowledgeable

Brand Values

• •Quality & Style
• •Personal Service & Customer Centricity
• •Heritage & Family
• •Passion for Fashion
• •Adaptability & Progress

Best Practices

• •Develop a Brand Voice Chart: Document the core characteristics of your tone (e.g., "Sophisticated but not stuffy," "Friendly but not overly casual," "Knowledgeable but not condescending"). Provide "do" and "don't" examples for common phrases or scenarios.
• •Know Your Audience Intimately: Understand who you're talking to – their aspirations, their style preferences, and what makes them feel valued. Tailor the sophistication and friendliness of the language to resonate with the discerning, style-conscious customer who also appreciates a personal touch.
• •Emphasize Benefits Through Storytelling: Instead of just listing features (e.g., "cotton dress"), describe the experience or benefit ("Feel effortlessly chic in this breathable cotton dress, perfect for sunny afternoons and easily dressed up for evening"). Weave in the brand's heritage and passion where appropriate.
• •Maintain Consistency Across All Channels: Ensure the tone used on the website, social media captions, email newsletters, and even in-store signage feels cohesive. The voice on an Instagram post should feel like it comes from the same brand as the "About Us" page.
• •Train and Empower Your Team: Anyone writing copy or customer-facing communications (including social media responses) should understand and be able to embody the brand's voice. Regular refreshers and access to the brand voice chart are crucial. Emphasize the "personal service" aspect in all communications.

Social Perception

Locally Respected Institution, Provider of Quality Fashion, Service-Oriented, Trustworthy Family Business, Appeals to a Discerning Customer

Copy Examples

• •Timeless Style, Modern Edge. Discover Your Signature Look at Delaere. Since 1956, we've been helping women express their unique style with a curated collection of contemporary fashion. Visit us in Roeselare or online for a personal styling experience.
• •The Art of the Perfect Outfit. Crafted for You. From everyday elegance to statement pieces, our passionate stylists are here to guide you through the latest collections from designers like Ganni, Isabel Marant, and Vince. Let's find what makes you shine.
• •More Than Just Fashion – It's a Family Tradition. For four generations, Delaere has brought the finest in womenswear to Roeselare. Experience our commitment to quality, style, and a warm, personal approach. Explore new arrivals today.
• •Your Wardrobe, Reimagined. Expertly Selected, Beautifully You. We believe in the power of great clothing. Discover pieces that blend contemporary trends with timeless appeal, all chosen with a discerning eye for quality and design.
• •Step Into the New Season with Delaere. Fresh arrivals from your favourite designers are here. Let our team introduce you to the key looks and must-have pieces that will define your style this season. Friendly advice, exceptional fashion.