Brand Tone

aspirational, feminine, supportive, and celebratory

Brand Values

• •Empowering Women
• •Celebration of Special Moments
• •Effortless Shopping Experience
• •Style and Quality
• •Customer Focus & Support
• •Giving Back

Best Practices

• •Develop a Brand Voice Guide: Clearly document the brand's tone (aspirational, feminine, supportive, celebratory), key messaging themes (empowerment, celebration), approved vocabulary, and "do's and don'ts" for communication. Share this with everyone who creates content.
• •Focus on "Her" Story: Frame copy around the customer's experience, feelings, and special moments. Use language that resonates with her aspirations and how the clothes will make her feel (e.g., "your perfect day," "feel confident and beautiful").
• •Maintain Visual-Copy Harmony: Ensure that the tone of the copy aligns with the visual aesthetic. If images are dreamy and elegant, the copy should complement this with sophisticated, positive, and slightly whimsical language.
• •Consistent Language Across Platforms: While the format may change (e.g., shorter captions on Instagram vs. more detailed email descriptions), the core tone and values should remain consistent. Avoid overly casual slang on one platform if the overall tone is more polished.
• •Train and Review: Regularly train content creators on the brand voice. Implement a review process for new copy to ensure it aligns with the established tone before it goes live, especially in the early stages of establishing consistency.

Social Perception

stylish and a go-to for beautiful dresses, especially for events. Seen as a destination for feminine style, good for finding specific styles.

Copy Examples

• •Headline (Bridesmaid Collection): "Your Dream Day, Dressed in Esther & Co. ✨ Discover bridesmaid dresses that whisper elegance and shout celebration."
• •Instagram Caption (New Arrival - Party Dress): "Ready to turn heads? 💖 Our new [Dress Name] has arrived, designed to make you feel as incredible as the moments you'll create in it. Tap to shop your next unforgettable look!"
• •Email Subject Line (General Promotion): "Feel Beautiful, Feel You: Styles to Celebrate Every Woman at Esther & Co."
• •Product Description Snippet (Formal Gown): "Crafted for confidence, this gown flows with every step, ensuring you're not just attending the event, you *are* the event. Elegant details meet a silhouette designed to empower your inner radiance."
• •Facebook Post (Community Focused): "Here's to the women who inspire us every day! Tag a friend who embodies strength and style. At Esther & Co., we're celebrating you. #EstherEmpowers"