Brand Tone

personable, encouraging, and stylishly accessible

Brand Values

• •Feminine Self-Confidence
• •Authenticity
• •Curated Style
• •Inspiration

Best Practices

• •Maintain the Founder's Voice: Continue using a personal, first-person narrative ("I," "my favorite") in social media and email marketing. This is the brand's strongest asset and builds authenticity and trust.
• •Use an Encouraging and Positive Vocabulary: Incorporate words like "celebrate," "confidence," "beautiful," "joy," and "inspire" into product descriptions and posts to reinforce the brand's core values.
• •Balance Style with Real-Life Application: Always frame the clothing in the context of real-life situations (e.g., "perfect for the office," "your go-to weekend dress"). This makes the fashion feel accessible and practical.
• •Engage Authentically: Continue to respond to comments and messages personally and warmly. Use emojis like the heart (♡) to maintain the friendly and feminine tone that has already been established.
• •Create a Simple Copy Style Guide: Document the key tonal words, the "I" vs. "we" rule (use "I" when from the founder, "we" for general store announcements), and the preferred call-to-action style (e.g., inviting questions and opinions) to ensure consistency across all platforms, even if others assist with content creation in the future.

Social Perception

The brand is perceived as positive, community-focused, and niche. It is seen as an owner-driven online boutique with engaged and appreciative followers who view the owner as a relatable style figure.

Copy Examples

• •Feel effortlessly beautiful in our new floral midi dress! I absolutely love how this piece flows and makes you feel instantly put-together. Perfect for a sunny brunch or a special evening out. Swipe to see how I styled it! ♡ #EverlyStyle #NewCollection
• •Tired of clothes that don't make you feel amazing? At Everly Boutique, we believe in celebrating your unique style with fashion that inspires confidence. Discover our hand-picked collection of chic, wearable pieces shipped quickly from Germany. Your new favorite outfit is waiting.
• •Hello, Sunshine! Our new summer collection has arrived. From breezy dresses to stylish tops, each piece is chosen to help you celebrate the season with confidence and joy. Embrace the warmth in style.
• •A little try-on session with today's new arrivals! ✨ Which look is your favorite: 1, 2, or 3? I'm obsessed with the versatility of this satin skirt. Let me know what you think in the comments! #OOTD #BoutiqueFashion #StyleInspo
• •A Personal Note & A Style Just For You ♡ Hi [Customer Name], Evelin here! I just added a few pieces to the shop that made me think of you. They’re perfect for celebrating those everyday moments with a touch of elegance. Come see what’s new and find a look that makes you feel incredible.