Brand Tone

Bold & Edgy, Empowering & Confident, Playful & Sassy, Glamorous & Vintage-Inspired, Authentic

Brand Values

• •Individuality & Self-Expression
• •Quality & Fit
• •Body Inclusivity
• •Affordability (within its niche)
• •Empowerment

Best Practices

• •Create a "Rebel Lexicon": Develop a list of on-brand words and phrases (e.g., "rebel," "unleash," "dare," "slay," "unapologetic," "statement") and, equally important, words/phrases to avoid (e.g., "conform," "ordinary," "shy," "blend in"). This ensures consistency across all writers/platforms.
• •Embody the Persona in Every Post: Before writing, ask: "How would an ElleRebel woman say this?" This helps maintain a voice that is consistently bold, confident, and perhaps a little mischievous or glamorous, depending on the context.
• •Prioritize Authenticity, Especially on Visual/Video Platforms: Use real language, share genuine customer stories (with permission), and allow the designer's passion to shine through. Avoid overly corporate or generic messaging. The planned "weird and wonderful content" for TikTok is a good example.
• •Balance Edge with Inclusivity: While the brand is "rebellious," ensure the copy remains welcoming and empowering to its diverse customer base, celebrating all body types and forms of self-expression. The value of "body inclusivity" should be reflected in the language.
• •Weave in the "Why": Connect the products back to the core values of self-expression, confidence, and individuality. Copy shouldn't just sell a dress; it should sell the feeling of empowerment and uniqueness that comes with wearing ElleRebel.

Social Perception

Positive Association with Authenticity, Appreciation for Niche Style, Empowering Community, Seen as High Quality within its Price Range, Growing Online Presence

Copy Examples

• •Instagram Post (New Arrival - Edgy Dress): Rules were made to be rewritten. Our new [Dress Name] just dropped – because blending in is boring. Unleash your inner fire. 🔥 #ElleRebel #RebelAgainstTheNorm #StatementPiece
• •Website Banner (General Brand Statement): ElleRebel: For the woman who defines herself. Unique, edgy, and unapologetically you. Shop the rebellion. ✨
• •Email Subject Line (Sale/Special Offer): Don't just turn heads. Make them spin. 😉 Up to XX% off your next act of rebellion.
• •TikTok Video Caption (Styling Video): Outfit of the day? More like outfit of the *slay*. Werk it your way with ElleRebel. How are you rocking your rebel spirit today? Duet this! 🖤 #ElleRebelStyle #VintageNotValues #BodyInclusivity #AltFashion
• •Facebook Ad (Targeting new customers): Tired of the same old story? ElleRebel crafts quality, vintage-inspired fashion for every body that dares to be different. Discover designs as unique as you are. Shop now and find your power look.