Brand Tone

Nurturing, encouraging, and professional. The language used is consistently positive, supportive, celebratory, friendly, and approachable.

Brand Values

• •Community and Support
• •Holistic Development
• •Excellence and Quality
• •Safety and Nurturing Environment
• •Passion and Joy

Best Practices

• •Always Lead with "Why": Start every piece of copy by remembering the core values: it's not just about dance, it's about confidence, community, and joy. Frame announcements, promotions, and descriptions around these emotional benefits.
• •Use Inclusive and Encouraging Language: Employ words like "community," "family," "journey," "grow," and "discover." Avoid jargon or exclusive language. Ensure the tone is always welcoming, whether addressing a beginner or an experienced dancer.
• •Celebrate the Students: Make students the heroes of the brand story. Regularly feature their progress, testimonials, and happy moments (with permission). This authenticates the brand's claims and reinforces the community feel.
• •Maintain Professional Warmth: Balance the friendly, nurturing tone with reminders of professionalism. Mention the RAD affiliation, the qualifications of the teachers, and the structured curriculum to reassure parents of the quality and safety of the education.
• •Create a Voice Guide: Develop a simple internal document that outlines the brand's tone (Nurturing, Encouraging, Professional), key values, and provides "say this/not that" examples. This ensures that anyone creating content—from social media managers to administrative staff—maintains a consistent and authentic voice.

Social Perception

En Pointe London is perceived very positively as a high-quality, trustworthy, and caring dance school that delivers on its promises. It is seen as a valuable investment in children's holistic development and a place where they thrive, gain confidence, and become part of a positive, inclusive community.

Copy Examples

• •From their first plié to a confident pirouette, it's about more than just steps. It's about watching them grow in confidence, find their passion, and shine. ✨ Join our dance family and watch your little star sparkle. #EnPointeLondon #BalletForKids #ConfidenceInMotion
• •Rediscover your love for movement or try something new! Our adult ballet classes are a perfect escape to focus on yourself, build strength, and join a supportive community. No experience? No problem. Your journey starts here. Learn more and book your spot via the link in our bio! #AdultBallet #LondonDance #SelfCare #EnPointeCommunity
• •More Than a Dance School. A Place to Grow. Nurturing passion, confidence, and community through the joy of dance in Chelsea and Ealing. Welcome to the En Pointe family.
• •Hi [Parent's Name], we love seeing [Student's Name]'s progress and smiling face in class each week! It’s a joy to see our dancers supporting each other and building friendships. Just a reminder that term fees are due next week. We're also excited to announce our upcoming holiday workshop – a perfect chance to have fun and make new memories! Thank you for being a part of our wonderful community.
• •Give Your Child the Gift of Confidence. At En Pointe London, we teach more than just ballet. We build focus, inspire creativity, and nurture a supportive community where every child can shine. With professionally accredited teachers and a welcoming atmosphere, we are London's trusted choice for dance education. Enrolments now open.