Brand Tone

Aspirational, Trendy, Expert, Authoritative, Approachable, Welcoming, Creative, Innovative, Confident, Professional

Brand Values

• •Excellence & Quality
• •Education & Empowerment
• •Innovation & Trendsetting
• •Client-Centered Approach
• •Community & Collaboration
• •Passion

Best Practices

• •Develop a Brand Voice Guide: Clearly document the brand's tone (aspirational, expert, welcoming, creative, confident), key messaging pillars, preferred terminology (e.g., "future proof colour," "seamless blends," "lived-in hair"), and a "words to avoid" list. Share this with anyone creating content.
• •Embody "Expertly Approachable": Balance authoritative language about techniques and trends with warm, inclusive, and client-focused wording. Avoid overly technical jargon where simpler, more evocative language can be used.
• •Show, Don't Just Tell: Instead of saying "we're the best," showcase expertise through client testimonials, before & after transformations, features on stylist specializations, and educational content that highlights their knowledge.
• •Prioritize Visual Storytelling with Supporting Copy: Given the nature of the hair industry, high-quality visuals are paramount. Ensure copy complements and enhances the story told by images and videos, using descriptive and aspirational language.
• •Maintain Consistency Across All Platforms: Whether it's a social media caption, website copy, email, or an educational brochure, the core tone and values should shine through. Regularly review content across channels to ensure alignment.

Social Perception

High-End & Desirable, Industry Leaders, Influential, Trusted, Modern & Stylish

Copy Examples

• •Instagram Post (Image: Stunning balayage): "Sun-kissed dimension that whispers effortless chic. ✨ Our artists specialize in 'future proof colour' – beautiful today, gorgeous for months to come. Ready for your signature EdwardsAndCo transformation? Link in bio to book your consultation. #EdwardsAndCo #BalayageExperts #LivedInColour #LuxuryHair"
• •Website Banner (Salon Services Page): "More Than Just Hair Colour. It's a Feeling. At EdwardsAndCo, we blend artistry with expertise to create personalized looks that empower you. Discover Australia's leading colourists and stylists. Your best hair awaits."
• •Facebook Ad (Promoting Education Workshop): "Elevate Your Craft. Master the Art of Seamless Blends & Future Proof Colour with EdwardsAndCo Education. Led by industry icon Jaye Edwards and our award-winning team, our workshops are designed to ignite your passion and transform your skills. Limited spots available. Enrol today & join the movement! #EdwardsAndCoEducation #HairEducation #ColourWorkshop #JayeEdwards"
• •Product Description (Online Store - e.g., a signature blonde shampoo): "Maintain Your Perfect Blonde. Our [Product Name] Shampoo, curated by the EdwardsAndCo experts, gently cleanses while enhancing those signature creamy or golden tones we’re famous for. Keep your salon-fresh colour luminous between visits. #EdwardsAndCoHaircare #BlondeCare #SalonQuality"
• •Email Newsletter Snippet (Welcoming new subscribers): "Welcome to the EdwardsAndCo family! Get ready for exclusive insights into the latest hair trends, tips from our master stylists, and a glimpse into the artistry that defines us. We believe beautiful hair is just the beginning. Let's create something incredible together."