Brand Tone

Aspirational & Trendy, Accessible & Friendly, Value-Oriented, Service-Oriented, Enthusiastic & Upbeat

Brand Values

• •Variety & Exclusivity
• •Affordability
• •Convenience
• •Style & Trendiness
• •Inclusivity
• •Customer Satisfaction

Best Practices

• •Develop a Brand Voice Guide: Clearly document the brand's tone (e.g., "Friendly, Accessible, Trendy, Value-Driven"), key messaging points, preferred vocabulary (and words to avoid), and provide examples. Share this with anyone creating content.
• •Know Your Audience: Continue to tailor language and content to the South African female audience interested in affordable and unique fashion. Use slang or references that resonate, but maintain clarity and appeal. The current approach on TikTok seems to understand this.
• •Consistency Across Platforms: While the style might vary slightly (e.g., more visual on Instagram, more conversational on TikTok), the core tone and values (affordability, trendiness, exclusivity) should be evident everywhere, from the website "About Us" page to social media captions and customer service interactions.
• •Train Customer-Facing Teams: Ensure that anyone interacting with customers (even via email or social media DMs) uses the defined brand tone. This reinforces the "best customer service" value the brand strives for.
• •Review and Adapt: Regularly review all public-facing copy to ensure it aligns with the brand voice. Monitor customer feedback and social media comments for insights into how the tone is being perceived and adapt if necessary. Pay attention to how competitors are communicating.

Social Perception

Positive (Internal & Social Media), Mixed to Negative (External Trust Signals), Actively building its presence on platforms popular with a younger, fashion-conscious demographic, positions itself as a source for items not commonly found elsewhere in South Africa.

Copy Examples

• •✨ obsession alert! ✨ Your wardrobe called, it *needs* these new arrivals! 😉 Fresh, fierce, and fabulously affordable. Tap to shop emmelines.co.za before they're gone! #EmmelinesFashion #NewCollection #SAFashion #StyleOnABudget #MustHave
• •Tired of the same old styles? ‍♀️ Discover unique fashion finds at Emmeline's! We bring exclusive international designs right to your door in South Africa – no fuss, no hidden fees. Just gorgeous clothes at prices you'll LOVE. Shop now: emmelines.co.za
• •Hack your winter look! ❄️ This cozy knit + our best-selling jeans = instant chic! 😍 Both under R500! What are you waiting for? Link in bio to shop! #EmmelinesFashion #WinterStyleSA #AffordableFashion #OOTDSouthAfrica #FashionTikTok
• •Exclusive Designs. Unbeatable Prices. Your new favourite outfit is waiting at Emmeline's. Shop the latest trends, delivered across South Africa!
• •💖 You deserve a treat! 💖 Up to 30% OFF selected styles at Emmeline's!