Brand Tone

Friendly and Relatable, welcoming, personal, and encouraging, like fashion advice from a trusted friend. Uses casual, conversational language, positive affirmations, and enthusiastic emojis.

Brand Values

• •Affordability
• •Confidence
• •Relatability
• •Passion

Best Practices

• •Always Write as Emily: Every piece of copy, from a product description to a social media reply, should sound like it's coming directly from a friendly, helpful person (the owner), not a corporation. Use "I" and "you" to create a direct conversation.
• •Lead with Confidence and Positivity: Frame product benefits around how they will make the customer feel—confident, beautiful, ready for the day. The message is not just about the clothes, but the feeling they inspire.
• •Keep it Casual and Accessible: Use clear, simple language and a warm, conversational tone. Incorporate emojis where appropriate on social media to add personality and warmth. Avoid overly formal or technical fashion jargon.
• •Tell the Story: Weave the brand's values into the copy. Remind customers that pieces are hand-picked with care by someone who understands their lifestyle. This reinforces the "relatable" and "passion" values.
• •Create a "Keyword" Checklist: Develop a short list of on-brand words and phrases to use consistently, such as "confident," "effortless," "affordable," "cute," "your new favorite," and "hand-picked," to ensure the voice remains consistent across all platforms.

Social Perception

The social perception is largely positive within its direct channels, but it faces significant brand confusion due to a similarly named baby and toddler boutique, leading to a challenge of mistaken identity in the wider market.

Copy Examples

• •That Friday feeling just got a whole lot cuter! ✨ Meet the Sunset Dreamer Dress—effortlessly chic, unbelievably comfy, and ready for your weekend adventures. I'm obsessed with the flowy fit! Tap to shop and treat yourself... you deserve it! 🤍
• •Your closet called, it's ready for a confidence boost! Discover affordable styles hand-picked to make you feel as amazing as you are.
• •Hey beautiful! A special treat is waiting inside...
• •Tired of clothes that don't get you? We believe great style shouldn't be complicated or costly. Emi Lane Boutique is a small shop with a big heart, here to help you find pieces you'll love to live in. Find your new favorite outfit today!
• •The ultimate 'wear-it-everywhere' top has landed! From school runs to date night, this top has your back. The fabric is so soft you'll want to live in it (we do!), and the classic cut is designed to make you feel instantly put-together and confident. Style it up or down—it's your new best friend.