Brand Tone

Empowering, Body-Positive, Friendly, Welcoming, Informative, Educated, Culturally Rich, Authentic, Fun, Playful

Brand Values

• •Inclusivity & Body Positivity: Catering to a wide range of sizes and celebrating diverse body types. This is a cornerstone of their lingerie business.
• •Sex Positivity: Creating a comfortable and open environment for purchasing lingerie and romantic items.
• •Customer Empowerment: Helping customers feel confident and good about themselves.
• •Authenticity & Quality: Offering unique, handcrafted items and emphasizing the genuine nature of their products, including fair-trade artwork and textiles.
• •Community & Cultural Appreciation: Supporting local and international artists and sharing cultural richness with the Durham community.
• •Excellent Customer Service: Providing knowledgeable, friendly, and personalized assistance.

Best Practices

• •Embrace Inclusive Language: Always use language that is welcoming and affirming to people of all body types, sizes, genders, and backgrounds. Avoid jargon or exclusionary terms.
• •Prioritize Empowerment: Frame messaging around how products and services help customers feel confident, beautiful, and good about themselves. Focus on benefits beyond the purely physical.
• •Maintain a Friendly & Approachable Voice: Even when discussing potentially sensitive items like lingerie, keep the tone warm, respectful, and non-intimidating. Imagine you're speaking to a friend.
• •Highlight Authenticity and Story: For handcrafted or culturally significant items, share their origins, the stories of the artisans (where appropriate and with permission), and what makes them unique. This reinforces the value of 'Exotique.'
• •Develop a Tone of Voice Guide: Create a simple document outlining the core brand voice characteristics (e.g., 'Empowering, Welcoming, Culturally Aware, Informative, Playfully Confident'), with do's and don'ts, and share it with anyone creating content for the brand to ensure consistency across all platforms.

Social Perception

Perceived as a unique 'hidden gem' in Durham, offering an experience beyond retail, with a welcoming, non-judgmental atmosphere. Respected for diverse products, body positivity, inclusivity, excellent customer service, cultural contributions, and support of artisans.

Copy Examples

• •Headline (Website/Social Media for Lingerie): 'Your Body. Your Rules. Your Exotique. ✨ Discover lingerie that celebrates every curve and empowers your confidence. #BodyPositive #InclusiveLingerie #DurhamNC'
• •Instagram Post (Showcasing African-inspired Art/Fashion): 'Drape yourself in stories woven with tradition and artistry. Our latest collection of handcrafted [Product Type, e.g., fabrics/jewelry] brings global beauty to your doorstep. Each piece supports talented artisans and shares a unique cultural journey. Come explore! #ExotiqueDurham #Handcrafted #CulturalFashion #SupportArtisans'
• •Facebook Ad (Promoting Bra Fitting Service): 'Tired of the guesswork? 🤔 Our expert bra fitters at Exotique are here to help you find the perfect support and unparalleled comfort. Feel the difference a professional fitting makes. Book your complimentary consultation today and step into confidence! #BraFittingExperts #DurhamShopping #FeelGoodEveryday'
• •Email Newsletter Snippet (General Promotion): 'Hello Beautiful! 💕 At Exotique, we believe in celebrating YOU. Whether you're looking for exquisite lingerie that makes you feel incredible, unique handcrafted gifts, or a touch of cultural artistry, we've got something special waiting. Visit us in-store for a warm welcome and a personalized shopping experience. #ExotiqueDurham #ShopLocal #YouAreBeautiful'
• •Product Description (for a 'Romantic Gift'): 'Ignite the spark or indulge in self-love with our curated collection of romantic treasures. Playful, elegant, and always chosen with care to make you feel fabulous. Because everyone deserves a little Exotique. 😉 #RomanticGifts #SelfLove #DurhamBoutique #SpiceItUp'