Brand Tone

Sophisticated & Aspirational, with an Approachable Expertise

Brand Values

• •Quality & Craftsmanship
• •Personal Style & Individuality
• •Curation & Exclusivity
• •Customer Empowerment
• •Exceptional Service
• •Passion for Fashion

Best Practices

• •Know Your Muse: Always write with the target Estilo woman in mind: sophisticated, style-conscious, appreciates quality, and seeks to feel confident and empowered by her choices.
• •Balance Aspiration with Approachability: Use elevated language when describing products and designers, but ensure calls to action and service descriptions are warm, inviting, and helpful. Avoid jargon that could alienate.
• •Emphasize "Curated" and "Expertise": Consistently highlight the careful selection process and the knowledge of the styling team. This reinforces the value beyond just selling clothes.
• •Use Evocative & Sensory Language: Describe how fabrics feel, how pieces drape, and the confidence they inspire. For example, instead of "nice dress," try "a dress that flows with every step, crafted from luxurious [fabric]."
• •Adapt, Don't Abandon, Tone Across Platforms: While TikTok can be more playful, the core sophistication and style expertise should still subtly underpin the content. The language on the website might be more formal than an Instagram caption, but both should sound like they come from Estilo Boutique. Ensure a consistent vocabulary for key brand concepts (e.g., "signature style," "curated collection").

Social Perception

As a High-End Fashion Destination, As a Source of Style Expertise, As a Welcoming & Chic Environment, As a Local Gem

Copy Examples

• •Instagram Post (New Arrival): Drape yourself in the effortless elegance of the new [Designer Name] silk blouse. A timeless piece for the modern muse. Visit us in-store or tap to explore the collection. Our stylists are ready to help you integrate this beauty into your signature look. ✨ #EstiloAustin #LuxuryFashion #NewCollection #[DesignerName]
• •Website Banner (Promoting Styling Services): Unlock Your Signature Style. At Estilo, we believe fashion is personal. Allow our expert stylists to curate a wardrobe that reflects your unique essence and empowers you daily. Book your complimentary consultation today.
• •Facebook Ad (Targeting local women interested in fashion): Austin's destination for curated designer fashion and personalized styling. Discover pieces you'll cherish for years to come at Estilo Boutique. From everyday chic to event-ready glamour, let us help you make a statement. [Link to website] #ShopLocalAustin #DesignerBoutique #PersonalStyle
• •Email Newsletter Snippet (Highlighting a trend): This season, it's all about [Trend Name]. Think [brief description of trend]. Not sure how to make it work for you? Our Estilo stylists are masters at translating trends into wearable, confidence-boosting outfits. Pop by for a chat or explore our latest arrivals inspired by the runway.
• •TikTok Video Caption (Showcasing 3 ways to style one item): One [Item Name], three killer looks! 🤩 Which one is your fave? Our Estilo stylists love showing you the versatility of investment pieces. Come play dress-up with us! #StyleHack #WaysToWear #DesignerStyle #AustinBoutique #EstiloTikTok