Brand Tone

Aspirational & Confident, Trendy & Fashion-Forward, Approachable & Engaging, Direct & Promotional, Slightly Playful & Youthful

Brand Values

• •Style & Aesthetics
• •Modernity
• •Confidence
• •Accessibility (in terms of style)
• •Customer Connection (emerging)
• •Inclusivity (developing)

Best Practices

• •Develop a "Brand Voice Chart": Create an internal document that clearly defines the brand's tone (e.g., confident, trendy, approachable), lists "words we use" and "words we avoid," and provides examples of good and bad copy. This ensures everyone creating content is aligned.
• •Know Your Audience Persona: Understand who the "Ewa Girl" is – her aspirations, her lifestyle, her language. Tailor copy to resonate with this specific persona, making her feel understood and connected to the brand.
• •Prioritize Visual-Copy Synergy: Ensure the copy complements the visual style. If the imagery is chic and aspirational, the copy should echo this rather than being overly casual or mismatched. This is especially crucial for platforms like Instagram.
• •Be Consistent Across All Channels, Yet Adaptable: While the core tone should remain consistent (e.g., always confident and stylish), the specific execution can adapt to the platform. Instagram might allow for more emojis and questions, while an email might be slightly more direct, but the underlying voice should be unmistakably "Ewa London."
• •Train and Review: Regularly train anyone involved in content creation on the brand voice. Implement a review process for new copy, especially for major campaigns or website updates, to ensure it aligns with the established tone and values. Collect feedback and refine the voice guide as the brand evolves.

Social Perception

Fashionable & On-Trend, Visually Appealing, Good for Occasions & Going Out, Online-Focused, Variable Customer Service Perception, Aspiring Community

Copy Examples

• •Instagram Post (New Dress Collection): "Stop scrolling, your dream dress just landed ✨ Our NEW collection is here to turn heads and make statements. Which look are you rocking first? 😉 Tap to shop or explore the link in bio! #EwaLondon #NewCollection #DressToImpress #StatementStyle #FashionForward"
• •Facebook Ad (General Brand Awareness): "Elevate your everyday. Discover Ewa London: Curated collections of chic, modern womenswear designed to make you feel unstoppable. From power suits to flowing maxis, find your new signature style. Shop now and enjoy worldwide shipping! 👉 [Link to Website]"
• •Email Subject Line (Sale Announcement): "🔥 It's ON! Up to 50% Off Your Favourite Ewa London Styles! 🔥" Email Body Snippet: "Hey, fashion lover! Get ready to refresh your wardrobe without breaking the bank. Our much-awaited sale is here, packed with the styles you've been eyeing. Don't miss out – these beauties are flying fast! Shop Sale Now -> [Link]"
• •Pinterest Pin Description (Co-ord Set): "The perfect match ✔️ This stunning co-ord set from Ewa London takes you from brunch to evening cocktails effortlessly. Modern, chic, and endlessly versatile. Pin it to your style board! #EwaLondon #CoordSet #MatchingSet #ChicStyle #OOTDInspo"
• •Website Homepage Banner Text: "OWN THE MOMENT. | Discover Ewa London's latest arrivals and redefine your style with confidence and flair. Shop New In."