Brand Tone

Liberated & Empowering, Modern & Stylish, Accessible & Inclusive, Comfort-Oriented & Practical, Approachable & Friendly, Conscious (Increasingly)

Brand Values

• •Freedom
• •Comfort
• •Quality & Durability
• •Innovation
• •Accessibility
• •Style & Modernity
• •Sustainability (Emerging)

Best Practices

• •Develop a Comprehensive Brand Voice Guide: Document DIM's specific tone words (e.g., liberated, confident, effortless, modern, caring, inclusive), values, and a "we are/we are not" list. This guide should include examples and be accessible to everyone creating content.
• •Prioritize "Freedom" and "Comfort": Ensure these core values are woven naturally into messaging across all platforms and product descriptions. The copy should evoke feelings of ease, confidence, and unrestricted movement.
• •Speak the Audience's Language, with a Touch of French Elegance: While being accessible and modern, subtly retain a hint of the brand's French heritage through sophisticated yet simple language. Understand the nuances of different platforms – e.g., more playful on TikTok, more aspirational on Instagram.
• •Emphasize Inclusivity and Authenticity: Use language that resonates with a diverse audience. Showcase real-life situations and highlight how DIM products support everyday life and diverse body types, avoiding overly exclusive or technical jargon.
• •Stay Updated and Evolve, but Remain True to Core Values: As DIM continues to innovate (e.g., in sustainability), the tone should reflect this evolution (e.g., more conscious, responsible) but always tie back to the foundational values of freedom, comfort, and quality that customers trust. Regularly review and refresh the voice guide to ensure it remains relevant.

Social Perception

Established & Trusted, Good Value for Comfort & Quality, Synonymous with Hosiery, Modernizing Image, Concerns about Consistency/Recent Quality, Ethical Scrutiny

Copy Examples

• •Headline (General): DIM: Live Freely. Dress Comfortably. Body: Your everyday essentials, reimagined. Discover the perfect blend of Parisian style and ultimate comfort, designed to move with you. #Dim #ComfortInDim
• •Instagram Post (New Lingerie Collection): Unleash your confidence. ✨ Our new collection is here to celebrate you, in all your beautiful forms. Soft fabrics, modern designs, and the freedom to be unapologetically you. Tap to explore. #DIMStyle #SelfLove #BodyPositivity
• •Facebook Ad (Men's Underwear): Engineered for Comfort. Designed for Life. DIM Men’s underwear offers superior fit, breathable fabrics, and lasting quality, so you can conquer your day, every day. Shop the collection now. #DIMMen #EverydayComfort #QualityUnderwear
• •Product Description (Eco-Friendly Tights): Style that feels good, inside and out. Our new eco-conscious tights are crafted with recycled yarns for a luxurious feel and a lighter footprint. Experience DIM innovation, sustainably. #DIMCares #SustainableFashion #EcoChic
• •TikTok Video Caption (Showcasing DIM Protect): Period power, simplified. 💪 Our DIM Protect period panties: leak-proof, comfortable, and totally freeing. Dance, move, live without limits. #DIMProtect #PeriodComfort #NoLimits